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Whirlpool Launches Redesigned Web Site
Aug 9, 2004
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Whirlpool Corp. announced that it has re-launched its flagship Web site at www.whirlpool.com. The appliance maker says the redesign was in response to the growing number of consumers conducting online research before making an appliance purchase. The new site, Whirlpool says, is more attractive and easier to navigate, providing consumers with thorough, precise, and customized information about its products and services.

In order to revamp the current site, which was 5 years old, Whirlpool said that a "rigorous approach" was applied to gain consumer insight and determine the most important attributes to its customers. The appliance maker says it studied other sites' best practices, administered surveys, and conducted numerous focus groups and user testing. Through this research Whirlpool says it developed real-life consumer scenarios that address its consumers' needs and expectations from the site.

The appliance maker says that according to its research, Whirlpool brand consumers who research spend an average of 3.3 hours per day on the Internet. In response, the new site is designed with a selection criteria function that allows consumers to select what features are important to them in a particular appliance, and the site will immediately responds with the most appropriate models.

The new site also has new photography that allows consumers to view appliances from a variety of different angles, such as doors being both opened and closed and close-ups on the control panels.

"This site was designed to further Whirlpool's consumer relationships through the online channel and arm consumers with the appropriate information that fits their needs," said Dan Cooke, manager, Interactive Marketing. "Everything on this Web site went through exhaustive market research to ensure it would be the ultimate online destination for appliance shoppers and Whirlpool consumers."

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