Toronto's Hospital for Sick Children, Specialty Food
Shop (SFS)
Industry:
Health/Retail food
Purpose:
Online sales and information
The challenge:
While the three-year-old Sick Kids' SFS Web site (originally developed by DRI
in 1997 and one of the first business-to-consumer sites) was a successful tool,
it needed updating. This meant a major redesign, enhanced e-commerce features
and more information for consumers.
The refreshed site had specific requirements:
Updated colours and interfaces that retained the original branding developed by
DRI;
Simplified navigation with new features phased in seamlessly so customers would
notice only increasing ease of use;
Integrated back-end application so store staff (who are nutrition specialists,
not programmers) could maintain the site. A tracking and maintenance function
so they could conduct regular updates, prepare dietetic suggestions and monitor
site usage and features
Developed a proprietary custom web-application, the first of its kind, that
interfaced with Intershop's e-commerce solution and CIBC's internet payment
solution through the Nobil Gateway
Easy-to-update features, such as recipes for specific products and dietary
needs, links to various resources and customized client preferences among
others.
A complementary hard copy catalogue to integrate with the site's relaunch
The rainmaker's response: Digital Rain worked hand-in hand with SFS staff to adapt the Web
site and e-commerce applications to their specific needs. We provided a
"turnkey" solution, from graphic redesign and customized web
applications to catalogue production, using Intershop* technology. Buying
behaviour of the target market was carefully considered, and strongly
influenced the navigation, database design and development.
The site now includes:
New visual elements and site architecture;
An enhanced database and new software;
An 'Ask a Professional' Q&A section with an email form (as well as an FAQ
archive);
A scalable section of the site designed to accommodate a bulletin board with
scheduled discussion times for live interaction with nutrition professionals;
A personalized account section that saves shopping lists to facilitate repeat
purchases;
Product profile links to recipes.
What this meant to SFS:
SFS saw a rapid growth in sales;
Media recognition of the Hospital and Shop (the site won the "Speaking of
Food and Eating Award" for excellence in consumer nutrition
communication);
Working partnership with DRI gave SFS a clear sense of ownership of the site's
navigation, look and feel.
