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St. Louis Digital Marketing Agency SteadyRain Launches Redesigned Web Solution for Carr Lane Manufacturing

SteadyRain partnered with Carr Lane Manufacturing to optimize the company's marketing website to better reach its target audiences online while integrating seamlessly with internal systems.

Jun 23, 2015

ST. LOUIS – June, 23rd 2015 – SteadyRain, award­­-winning St. Louis-based digital strategy, web design, mobile development and digital marketing agency, announces the launch of a redesigned web solution for Carr Lane Manufacturing, a global tool component manufacturer located in St. Louis, MO.

SteadyRain partnered with Carr Lane Manufacturing to optimize the company's marketing website to better reach its target audiences online while integrating seamlessly with internal systems.

Through a comprehensive digital strategy consulting process, the two teams worked together to develop a digital strategy aligned with the company's business objectives. By determining goals, outlining audiences and building effective ecommerce strategies before entering the development process, both teams paved a clear path for digital success with an innovative, custom solution for the large manufacturing company.

Components of the Carr Lane solution include the integration of public-facing and distributor-targeted interactive tools that allow Carr Lane’s customers to interact directly with the company’s internal ERP system. Also integrated with the ERP solution, a sophisticated pricing and availability part search has been deployed that provides visitors new streamlined online part pricing and availability tools that include a full ordering check-out process that feeds orders from the website directly into Carr Lane’s internal systems.

These updates allow visitors to quickly interact with Carr Lane’s product inventory, check availability of specific parts, receive detailed pricing, and place orders online without requiring interaction with Carr Lane’s call center. SteadyRain also customized the solution with technology that leverages reverse IP address look ups to create a unique geo-centric visitor experience and provide region-specific information users need quickly and conveniently.

Though a full redevelopment of the online parts catalog is underway, for the Phase I site launch SteadyRain successfully integrated the existing solution with the newly updated website and performed a full integration of the new pricing and availability tools with current distributor-branded portals that are already online. This integration with the legacy Cold Fusion solution, while temporary, has allowed Carr Lane to deploy a new site in a phased approach all while never missing a beat with the level of service that was being provided by the legacy systems.

“There was a great deal of unknown ancient design history with our existing site,” commented CEO Nance Frost. “We appreciated SteadyRain’s expertise and willingness to be flexible in the solutions that would best bridge our old site’s data into our new site’s design.”

SteadyRain took a unique route in pulling into, pushing from and displaying data from Carr Lane’s internal ERP solution by writing middleware between Infor’s Syteline ERP Solution and the new website solution.

“As another addition to the fine work we’re doing for organizations in the manufacturing space, we have reached much deeper into internal systems integration with this project than we have with clients in the past,” said SteadyRain Partner Thompson Knox, “By successfully providing parts and availability data and enabling visitors to engage with the website as a customer service tool for catalog requests, order expediting, invoice requests, order status checks, etc. we are assisting Carr Lane in delivering the kind of self-service tools that business-to-business customers are coming to expect from their providers. This is the future of business-to-business customer service and we’re helping Carr Lane reach that future now.”

The digital agency and Carr Lane are now embarking on the next phase of the redesign which includes their extensive online product catalog redevelopment as well as a marketing product database that will allow marketing to centralize all of the information needed for products in a content database to help drive increased traffic and product discovery online via sophisticated search engine optimization tactics against that product database.

View the enhanced web solution at Carr Lane.

About SteadyRain

SteadyRain is St. Louis-based digital strategy, design, development and digital marketing agency that works closely with each of its clients to create unique and profitable digital strategies through consulting, strategic planning, website design and development, digital marketing campaign planning and execution, and web application development. SteadyRain has been helping businesses and organizations develop their digital strategies, increase revenue, and decrease costs since 1999.

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