ORLANDO, Fla. (September 3, 2008) – Consumers often visit manufacturer websites to find where to purchase branded products. Lack of a clear path to purchase can result in abandonment and frustration. Heating products manufacturer DESA, LLC improved its channel sales and site user experience by implementing a where-to-buy solution from Channel Intelligence, Inc. (CI). With product pages linked directly to the relevant pages on the websites of retailers via the CI Ad Network, the manufacturer was able to increase channel sales, strengthen relationships with retailers and satisfy consumers looking to purchase.

Like many manufacturers, DESA offered site visitors a page that linked to retailers selling its products. However, the company knew it was not meeting the needs of consumers who came to the site hoping to find a clear path to purchase. Since the site visitor was required to navigate the retailer’s site to find a particular product, the process was plagued with distractions and suffered from shopper abandonment. By implementing a complete where-to-buy solution via the CI Ad Network, the company could offer site visitors a smooth transition from its product pages directly into the relevant sales pages on the sites of retailers stocking those products.

“Linking products to retailers’ sites based on which retailer carries what product and who has it in stock has been a great benefit to DESA and our brands,” said Rich Howard, Internet Applications Manager at DESA. “We met our goals and have surpassed them higher then we could have expected, all due to the ease of use and the friendly staff at CI who made sure that we executed our plans exactly as we saw them.”

In addition to increasing total channel sales, the manufacturer has been able to access detailed channel performance data and work more closely with its retail channel partners. Understanding consumer buying habits enables DESA to establish a more effective promotional calendar and marketing budget, which had been particularly challenging with the seasonal demand for many of its products.

The CI Ad Network provides an enhanced where-to-buy offering for manufacturers while accelerating online sales and fostering channel partnerships. The advertising network is based on a CPA (cost per acquisition) model, which makes it a very cost-effective marketing program. Participating manufacturers include Yamaha, Black & Decker, Casio, JVC, Motorola Broadband, Magellan, Linksys, Britax and Haier.

To access this case study and others about CI where-to-buy solutions, please visit http://www.channelintelligence.com/cian/case_studies.html.


DESA is a leading manufacturer of high-quality heating devices, power tools, generators, pole saws, garden tillers, and electric chainsaws, serving homeowners, contractors and outdoor enthusiasts. Formed in 1969, DESA has operations in Poland, Italy, UK, Mexico and China and currently employs 450 Kentuckians at its 250,000 square-foot plant in Bowling Green where it produces most of its products. To learn more about the company, please visit www.desaint.com.

About Channel Intelligence, Inc. (CI)

CI is a product data technology and marketing company focused on helping retailers and manufacturers make their products easier for consumers to find and buy on the Internet and in local retail stores. The CI product database is capable of storing, managing, optimizing and analyzing hundreds of millions of products every day. This database powers product data for leading manufacturers and retailers in Computing, Hardware, Tools, Appliances, Consumer Electronics, Toys and other Consumer Product industries such as Apparel, Cosmetics and Jewelry. CI offers innovative suites of services for hundreds of the world’s best known manufacturers, retailers and publishers and provides distribution of product data to over 50 destination websites, including the proprietary CI Ad Network. Cultivating partnerships with some of the best solution providers in the eCommerce arena, CI is a partner company of Internet Capital Group (Nasdaq: ICGE) and Aweida Capital Management. CI was founded in 1999 by CEO Robert Wight and EVP Alan Fulmer and is headquartered in Orlando, Fla., with offices in Geneva, Switzerland and London, England. Learn more at www.channelintelligence.com.

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Joy Lee
Channel Intelligence, Inc.

Published on: 12:00AM on 3rd September 2008