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| Client Overview:
Cuban Army Surplus is an online clothing company that sells and distributes clothing locally, nationally and globally. Enamored with unique and progressive ideas, the clothing company has built its company of political and socially aware clothing around the Cuban Army Surplus Movement. The purpose of the movement is to address and eradicate many of the current societal and institutional injustices. To find out more about Cuban Army Surplus and the Movement, please visit: www.cubanarmysurplus.com |  |
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Project Challenge:
The challenge of this project was to create a fully automated and visually distinct online clothing store with a fully automated back end order processing and tracking system. The company also needed a fully integrated shopping cart and e-commerce solution, UPS integrated online tracking, customized auto response system and account history programming.
The company wanted a website that also represented and displayed their clothing and products in a very new and progressive way. This website needed to have an overall and unique cyber grassroots feeling that reflected the company’s universal and global appeal. The company needed to provide its users and/ or customers an opportunity to interact and communicate with to the Cuban Army Surplus Staff and the people involved in the Movement.
Solution and Application:
We created a fully customized design that reflects progressive, modern, and unique thought. We worked with the company to create a design that graphically evoked the spirit of Cuban Army Surplus and its Movement.
Next, we developed a unique and fully automated backend system for the company which allowed customers to receive automated and fully customized emails which relays real time shipping status information during every step of the purchase process. Also implemented along with the auto responders, was a completely tailored interactive marketing campaign that consisted of implementing an automated email managing system. This email managing system allows for customers and visitors to receive specific information about the company’s products or updates pertaining to the Movement.
Ecommerce:
We created a fully integrated e-commerce solution that included Secure Sockets Layer (SSL) connectivity and data encryption which allows for secure online shopping. The customized shopping cart allows and conducts real-time online payment calculations. These calculations include price, appropriate sales tax by state, country, or municipality, and appropriate shipping charges both domestically and internationally. We created a custom and secure interface that allows this process to take place completely within the Cuban Army Surplus website framework. This means that the cosmetic interface during the checkout process is consistent with the rest of their current website design. This ensures that the customer has an over all consistent shopping experience during the purchasing and checkout process.
Finally, we implemented a search engine optimization strategy, an interactive online marketing campaign, and online conversion strategy. During this process implementation, we also provided click through measurements along with usability testing and analysis. Search Engine Submissions occurred through the major search engines and directories including Yahoo and Google. Pay-per-click advisement, implementation, and strategy were also provided.
Results:
The company has experienced a tremendous amount of online growth over the past year and a half. The company regularly experiences high and much targeted traffic from all over the world including Canada, Amsterdam, Europe and Africa. The company’s online sales are projected to double this year. This company is quickly becoming a globally recognized brand online. The company’s online conversion rate is up 42.7 percent from last quarter. As of early 2006, we were working with Cuban Army Surplus to create and implement a new online global branding effort and initiative that is due to launch in the summer of 2006.
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