After assessing Cooper's wealth of diverse sales materials, OnlineFocus concluded that a master database would most efficiently unify the varied product information. The best practices of site architecture employ methods of expeditious data location. In this case, OnlineFocus implemented a product location tool that uses a Cooper Lighting identification code or product attribute to quickly narrow search parameters. This, in combination with cumulative product updates for one-step library maintenance, resulted in the debut of an unparalleled buyer's guide. OnlineFocus next recognized a marketing opportunity by linking the Cooper Lighting print catalog with its online sales features.
Users are now able to go online and order materials straight out of the print catalog.
Pursuant to the online trend of interactive sales tools, OnlineFocus also set up a design-tool store that provides both downloads and online ordering of proprietary Cooper Lighting design software. By bringing product information and sales aids directly to the desktop in these concrete ways, OnlineFocus positioned Cooper Lighting as a leader in the support of its sales forces. Agents and distributors now sell Cooper Lighting products with greater efficiency, increasing the frequency with which they specify Cooper Lighting products over competitive brands. To bring the Cooper Lighting infrastructure into the fold of this significant online endeavor, OnlineFocus developed a tool for Cooper Lighting personnel to easily make updates to the product database. The tool facilitates seamless expansion of site information as brands and products are added or modified.