Challenge
Elle Décor wanted to create the definitive Designer Directory of interior design firms across the United States and world. In addition, Elle Décor wanted to drive incremental revenue through the site and charge participating design firms for posting information about themselves as well as sample work. The designer directory was required to have a robust and accurate search engine for people seeking design firms to be able to find the right designer that matched their taste. SEO was critical to the success of the site. Finally, the registry had to integrate into HFMUS’ current advertising platform.
Solution
Elle Décor turned to 1/0 to implement a customized PHP solution with a custom cart. Interior design firms are able to register, pay and upload sample designs and tag their work based on pre-defined categories from Elle Décor. Elle Décor editors are then able to add/edit and approve the design firms through a sophisticated administration screen. Once firms are approved, they are able to manage their listings through a public facing CMS. 1/0 developed a robust search tool that searches design firms by category, zip code, region, and keyword. A consumer visiting the site can also search by room or style. 1/0 also implemented a sophisticated checkout process that allows for coupons based on an amount off and percentage off. The system also has a subscription notification system that notifies firms that their subscription has expired. Elle Décor is also able to cherry pick the best design firms, and add them to the Designer Registry “A-List”.
Success
Elle Décor’s Designer Registry is the premier interior design directory in the world. Over 2,300 firms have registered with a base price of $250 each. There are over 9,800 sample rooms on the site and the site boasts some of the most respected and famous interior design firms in the United States and around the world. There are now over 230 international interior design firms in the registry.