Cartridge World is a global franchise business providing printer cartridge refilling, with almost 300 outlets in the UK. They were suffering from a lack of consistent branding and messaging, leading to confusion amongst consumers and lack of motivation amongst franchisees.
england took a three-pronged approach. Creating a cleaner, more modern brand identity, creating and implementing brand guidelines and then communicating the Cartridge World offer in a way that is more accessible and relevant to the consumer. You can save money and be greener too.
Through shop fronts redesign, POS, website, press, TV sponsorship, radio and PR footfall, sales and repeat visits have increased consistently, and during the TV sponsorship campaign, enquiries went up an amazing 67%.
In 2009 Cartridge World understood the need to grow and improve their online presence, in particular developing a new website that would support both above and below the line marketing activities, strengthening their brand messages and identity. A site that is easy to use, and puts the visitor experience first, providing a comprehensive view of services, products and activities with the primary objective of driving visitors to their local store.
england has worked closely with Cartridge World in fulfilling their online requirement. Since the site launch in the second quarter of 2009, the website has become a valuable and integral business tool. The site is used to manage and support cross media campaigns, monitor campaign success, launch new incentives, drive footfall into stores and offer visitors a fresh and vibrant experience.
Store microsites give each franchisee the ability to manage their own store site. This is managed via a content management system but also takes a feed from the main Cartridge World website, allowing all Microsites across the network to be updated at the same time with campaign messages.
Cartridge World’s B2B services and an eCommerce website further expand Cartridge World’s digital footprint with enquiries and call back requests directed to store via postcode data. This growth now boasts a European Master site and site templates that are being used across Europe, Middle East and Africa.