WCMA :: Product Innovation Awards
 
2007 Winners
Honorable Mention
Additional Submissions
Thanks to Our Judges

WINNERS

PRODUCT OF THE YEAR
Somfy Systems, Inc.
Sunis Indoor WireFree™ RTS
Comfortex Window Fashions
Odysee™ Insulating Fabric Blinds Personal Color System
Hunter Douglas
2009 Duette® Honeycomb Shades Collection from Hunter Douglas
Hunter Douglas
EasyPull™ Traverse System by Paris Texas Hardware
Orion Ornamental Iron, Inc.
Designers' Choice Traversing Rods
Helser Brothers, Inc.
Evita
Hunter Douglas
Enhancements to Duette® Architella® honeycomb shades from Hunter Douglas
Hunter Douglas
Vignette® Modern Roman Shades with LiteRise® Lifting System from Hunter Douglas
Springs Window Fashions, LLC
Bali® Diffusion™ 2" Glass Essence Blinds
RollEase Inc.
Link System
Hunter Douglas
GlacierScreen™ Solar Shading Fabrics from Hunter Douglas Contract
Hunter Douglas
2009 Vignette® Modern Roman Shades Collection from Hunter Douglas
Hunter Douglas
Silhouette® Template-Free Specialty Shapes
Eclipse™ Shutters
The Eclipse Arch
Plastibec
Eco-Choice Wave/Frost by Plastibec
Hunter Douglas
Vignette® Specialty Shapes from Hunter Douglas
Levolor Kirsch Window Fashions
Levolor Custom Wood Coordination
Plastibec
Sunscreen Vertical Louvers by Plastibec
Hunter Douglas
New Hunter Douglas "Transformation":30-second TV Commercial
Hunter Douglas
Duette® Archiltella Co-op Ad Slicks
Hunter Douglas
Silhouette® Dealer Co-op Ads
Comfortex Window Fashions
EcoGreen™ Rating System
Hunter Douglas
www.hunterdouglas.com
Hunter Douglas
My Brand Builder™ from Hunter Douglas
Hunter Douglas
Internet Customer Management (iCM) Program Enhancements
Hunter Douglas
Hunter Douglas E-mail Marketing
Hunter Douglas
Applause® Sunterra® Fabric Brochure/ P-O-P Display from Hunter Douglas
Comfortex Window Fashions
Odysee™ Insulating Fabric Blinds Limited Edition Sampling
Hunter Douglas
Skyline™ PowerGlide® 2.0 Launch Kit from Hunter Douglas
Hunter Douglas
Hunter Douglas Promotional Programs – – comes with four boxes, one for each promotion
Hunter Douglas
Hunter Douglas Alliance Key Training
Hunter Douglas
Hunter Douglas Bracket and Headrail Mounting Booklet

WINNER - Product of the Year

Product of the Year

Best New Style Concept

Best New Technical Innovation

Most Innovative Overall Design

2009 Product Of The Year

Somfy Systems, Inc.

Sunis Indoor WireFree™ RTS

Product Category: Motorization - Green

The Sunis Indoor WireFree™ RTS Light Sensor is an indoor wireless radio transmitter which reduces heat gain while providing UV protection. Its small design (2 3/16”diameter x ¾” depth) facilitates mounting on the inside of the window or on the window sill by a suction cup. The Sunis Indoor WireFree™ RTS operates motorized window coverings in accordance to the amount of sunlight received. The sunlight sensitivity (threshold) can be adjusted for varying degrees of sunlight intensity.

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WINNER

Judges' Award

Acknowledging a submission exhibiting measurable benefit or standout aesthetic appeal to end users.

Best New Technical Innovation

Comfortex Window Fashions

Odysee™ Insulating Fabric Blinds Personal Color System

Product Category: Horizontal Blinds

The 1600 color choices in the Odysee Personal Color System are available only with Odysee Insulating Fabric Blinds. The Odysee Personal Color System is a comprehensive spectrum of crisp, vibrant, versatile and timeless colors that makes it easy for designers and homeowners to create an Odysee Blind in a color that truly reflects their own personal sense of style. Odysee Blinds combine the energy efficient performance of cellular shades with the variable light control of traditional wood blinds. The Odysee light filtering or room darkening fabric vanes expand into soft honeycomb cells which insulate windows for year round energy savings and offer complete privacy. The compressed fabric vanes provide an open view through. No matter what color is selected, a white color to the exterior provides a uniform external appearance and aids in the reflection of heat and damaging ultraviolet rays.

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WINNER

Best New Style Concept

Hunter Douglas

2009 Duette® Honeycomb Shades Collection from Hunter Douglas

Product Category: Cellular Shades

The new Duette® honeycomb shades offering includes two new Architella® fabrics – woven Meritage™ and Classic, the durable, non-woven fabric Duette was originally launched in and that remains popular. With these additions, there are now 156 Architella SKUs, meaning that 40% of the Duette product line is composed of this exclusive fabric with its patented honeycomb-within-a-honeycomb construction for maximum control of energy flow through windows. Also new, a natural street-side color option for six of the 12 Architella Classic colors. While the white street-side color reflects sunlight and increases summer- time energy efficiency, the new natural color option blends with the home’s exterior and meets the requirements of some homeowners associations. Of the 442 fabric SKUs in the collection, 30 percent are new colors, based on the latest trends. The UltraGlide® retractable cord lifting system also now features quieter, more powerful operation and shades can be ordered 50 percent larger than before. There is also a sleek new designer tassel.The EasyRise™ continuous cord lifting system is now available with the Top-Down/Bottom-Up design option. The popular UltraGlide®, LiteRise® and EasyRise® lifting systems now share a common headrail and the consistent look of a fabric-covered valance for a uniform appearance when more than one system appears in a room. This also provides superior color coordination and a soft look at the top of the shade.Duette shades boast the most extensive selection of innovative lifting systems and the widest array of fabrics, opacities, pleat sizes, colors and textures.

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WINNER

Best New Technical Innovation

Hunter Douglas

EasyPull™ Traverse System by Paris Texas Hardware

Product Category: Drapery hardware

The patent-pending EasyPull™ Traverse System, exclusive to Paris Texas Hardware, makes draperies easier than ever to operate – just pull and release. Best of all, the system has only one retractable cord, which enhances child safety. With universal parts, this system also allows a choice of right or left pull without re-stringing, just rotating. Ideal for residential and contract markets, the EasyPull system’s heavy-duty track holds up to eight pounds per foot. To order, simply choose from several options such as one-way draw, double tracks or adding mitered corners. Next, choose the pole length and style. Finally, select from one of 23 finishes. Every EasyPull component is available in gold or bronze to color-coordinate with the wood fascia finishes. Installation is easy also.

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WINNER

Best New Style Concept

Orion Ornamental Iron, Inc.

Designers' Choice Traversing Rods

Product Category: Drapery Hardware

Orion’s Designers’ Choice Iron traversing rods combine several industry firsts to offer designers many unique decorating options. Orion is the first to offer iron drapery rods in single or double traversing styles which automatically include heavy duty hardware, and are also available with or without rings. With rods in round, square, fluted, and hammered, nearly 120 different finials, and 31 finishes (plus custom), there are styles to appeal to any taste. Special added features include traversing track and components in 4 designer colors, and finished end caps automatically included on the back rod for double traverse. Sets are available up to 30’ in length and are shipped already assembled.

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WINNER

Most Innovative Overall Design

Helser Brothers, Inc.

Evita

Product Category: Drapery Hardware

The vertical rod functions as a hinge, eliminating the operational restrictions inherent in other swing arms. The tieback can be used to swing the arm, relieving the user of having to pull on the leading edge of the drapes. It is also adjustable allowing for a full range of drapery dressings. On the horizontal rod, the scrollwork performs as a gusset. The rod is suspended below the crest accommodating customizable rod lengths.

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WINNER

Best Energy Efficiency

Hunter Douglas

Enhancements to Duette® Architella® honeycomb shades from Hunter Douglas

Product Category: Green Products - Energy Efficiency

Duette® Architella® honeycomb shades offer a state-of-the-art patented design, with three distinct air pockets, for the highest level of energy efficiency in the Hunter Douglas product line, reducing energy loss through windows by up to 50 percent. They also preserve color and texture in bright sunlight and on opaque fabrics. What’s more, the Duette Architella design is also the only honeycomb product to provide exceptional pleat retention for perfect symmetry front and back. New to the offering with an upscale, luxurious look, the woven Meritage™ fabric features interwoven yarns of mixed colors that dazzle with depth and richness and have a soft hand as well. This semi-opaque fabric comes in the ¾-inch pleat size in 12 colors. Also new, Classic, a durable non-woven that Duette was originally launched in 1985 and that remains very popular. This comes in semi-opaque and opaque fabrics in ¾” and 1 ¼” pleat sizes in 12 fashionable colors. Six of 12 Duette Architella Classic colors have a natural street-side option. While the white street-side color reflects sunlight and increases summertime energy efficiency, the new natural color option blends with the home’s exterior and meets the requirements of some homeowners associations. These additions bring the total Duette Architella SKUs to 156, nearly 40 percent of the Duette product line.Duette Architella is also now offered in all specialty shapes.

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WINNER

Best New Technical Innovation

Hunter Douglas

Vignette® Modern Roman Shades with LiteRise® Lifting System from Hunter Douglas

Product Category: Green Products - Health and Environmental Safety

The LiteRise® system that enhances child and pet safety by eliminating potentially dangerous operating cords and raises and lowers the window fashions with a gentle touch on the bottom rail is now available for the first time on Vignette® Modern Roman Shades from Hunter Douglas. It is offered on the Vignette Tiered™ stackable design option, the new opening price point for Vignette shades, making it especially affordable for young families.Vignette with LiteRise provides a low-profile headrail for reduced mounting depth – ideal for shallow windows and French doors. What’s more, the narrow edge gaps on inside-mounted shades provide the highest energy efficiency of any Vignette lifting system or design option. In addition, Vignette Modern Roman Shades, like virtually all Hunter Douglas products, have passed rigorous standards and test procedures and are GREENGUARD Indoor Air Certified®. This is more than any other industry company and significantly more products in general than most companies. What’s more, Hunter Douglas products have also been certified by GREENGUARD for Children & SchoolsSM.

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WINNER

Best New Style Concept

Springs Window Fashions, LLC

Bali® Diffusion™ 2" Glass Essence Blinds

Product Category: Horizontal Shades

The new Bali Diffusion 2" glass essence blind offers a new opportunity to revel in the beauty of any room's décor. From day into night, the mood created by these unique blinds is ever changing - from intense to soothing, pensive to playful. An innovative new window fashion created from acrylic material that proveides the customer with the best of both worlds - a warm, glowing light to illuminate the room as well as the privacy that is often desired. The 30 2" horizontal slats are embossed and come in a variety of clear and patterned designs to complement various decor.

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WINNER

Best New Technical Innovation

RollEase Inc.

Link System

Product Category: Roman, Pleated & Roller shades

The new Link System from RollEase includes an infinite adjustability feature. The patent-pending system includes an adjustment wheel which allows for precise adjustments in roller shade height from one linked roller shade to the other providing virtually infinite adjustability. It is now very easy to adjust multiple linked roller shades to exactly the same height. One the smallest light gaps in the industry. Works with 1.5 inch tube with all RollEase clutch lines as well as motorized.

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WINNER

Best Environmental Product

Hunter Douglas

GlacierScreen™ Solar Shading Fabrics from Hunter Douglas Contract

Product Category Roman, Pleated & Roller shades

An innovation in roller shade fabrics, the new GlacierScreen™ line from Hunter Douglas Contract delivers looks, durability and truly clean performance. Created using manufacturing techniques that avoid the use of VOC-emitting substances to eliminate off-gassing, these fabrics also feature anti-microbial properties. GlacierScreen fabrics are certified to meet GREENGUARD, GREENGUARD Children and Schools and Oeko-Tex standards for assessment of harmful substances in textiles. Customer response has been very positive with the following responses: no smell or odor from fabric; anti-microbial attributes that are ideal in many project applications; overall appearance of fabric is always complimented.

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WINNER

Best Overall Design

Hunter Douglas

2009 Vignette® Modern Roman Shades Collection from Hunter Douglas

Product Category: Roman, Pleated & Roller shades

The 2009 Vignette® Modern Roman Shades Collection from Hunter Douglas offers a clean, uncluttered look from both inside and outside the home, no matter which lifting system or design option is chosen. It offers 12 woven fabrics and 94 fabric/color combinations in three fold sizes and three opacity options.This collection has the most dramatic enhancements in the history of the product line. The 10 introductions include: three new fabrics – Grasslands with the look and feel of natural woven fibers with no need for edge binding, borders or trim, Shantung with the appearance of Chinese silk and India Silk the look of raw silk; 34 new trend-forward colors; a Tiered™ design option that stacks; the LiteRise® lifting system with its cordless simplicity; retractable cord UltraGlide® Top-Down/Bottom-Up lifting system; specialty shapes with template-free ordering; expanded Vignette Tailored™ choices – this 6” flat fold is now available in all Vignette fabrics and colors; and wider widths – some in single widths up to 96”.

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WINNER

Best New Technical Innovation

Eclipse™ Shutters

The Eclipse Arch

Product Category: Shutters

Eclipse™ Shutters launches a new specialty shapes program offering half-circle, quarter-circle, eyebrow, elliptical, and tunnel shapes. The Eclipse Arch is creatively designed to incorporate horizontal louvers allowing for a consistent view from top to bottom. The Eclipse Arch utilizes the panel lock system for ease of installation and removal of the arch. Available in traditional tilt bar or Clearview®, the hidden tilt option, four colors, five frame styles and 2½” and 3½” louvers.

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WINNER

Best New Technical Innovation

Hunter Douglas

Silhouette® Template-Free Specialty Shapes

Product Category: Specialty Applications

As of this spring, most Silhouette® window shading specialty shapes can be ordered without a template, dramatically simplifying the ordering process. By looking at a simple order form, dealers can determine whether the specialty shape requires a template. If no template is required, the dealer can simply provide outlined dimensions reducing any hassle for their consumer. Most specialty shapes are included: arch/eyebrow, extended arch/eyebrow, left and right quarter circles, hexagon, octagon, left and right angles, circle, oval, trapezoid and inverted trapezoid. This makes the ordering process much more efficient for dealers and more convenient for homeowners. Specialty shapes are important part of the business. Overall they represent a small percent of the overall business, but play an important role by supporting Silhouette shadings reputation as a brand which offers the largest selection in the window shading category.

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WINNER

Best New Style Concept

Hunter Douglas

Vignette® Specialty Shapes from Hunter Douglas

Product Category: Specialty Applications

Vignette® Modern Roman Shades from Hunter Douglas are now available in Specialty Shapes – arches and angles, the two most popular shapes. Available with a new template-free ordering option, which dramatically simplifies the ordering process, Vignette Specialty Shapes are offered for perfect, imperfect and extended arch and angle shapes. The shade is inside-mounted, remains lowered and is inoperable. Vignette Specialty Shapes allows dealers to cover almost any window with a Vignette Modern Roman Shade.

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WINNER

Best New Technical Innovation

Plastibec

Eco-Choice Wave/Frost by Plastibec

Product Category: Verticals/Panel tracks - Green

Plastibec believes that buying green or eco–friendly louvers is one small step that you can take towards preserving our planet, protecting your family, and planning for the generations ahead. As part of our “green initiatives” Plastibec is the first manufacturer to introduce eco–friendly louvers. This product may also qualify for points in the LEED system. The Eco-Choice™ Weave/Frost is a vinyl recycled louver containing post industrial and/or post consumer product offered in two versions: 25% and 50% recycled vinyl content. Eco-Choice™ louvers are double sided embossed and available in neutral colors. At Plastibec we believe that for many consumers, green is not just a preference, it's a way of life. By choosing to buy green Eco-Choice™ Plastibec product, our customers can help improve the environment as well as their standard of home living.

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WINNER

Best New Style Concept

Plastibec

Sunscreen Vertical Louvers by Plastibec

Product Category: Verticals/Panel tracks

Control light and glare during the day time and watch your blinds transform into a decorative window treatment during night time as color and design becomes apparent. Available in three openness factors: 3% - 6% - 12% Sunscreen louvers are “Patent Pending” and available in 40 decorative patterns and colors, reflecting today’s fashion trends and color trends.

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WINNER

Best Enhanced Style Concept

Levolor Kirsch Window Fashions

Levolor Custom Wood Coordination

Product Category: Wood/faux wood blinds

Levolor’s Custom Wood line was enhanced in 2008 with finish updates as well as new valance offerings.Boasting the largest array of stains, paints and textures in the market, new finishes were specifically selected to blend with today’s most popular finishes in flooring, furniture, cabinetry and other wood finishes in the home. Select finishes now available across Premium Real Wood, NuWood Composite and Visions Faux Wood collections provide options for different rooms, with differing needs, without compromising coordination in finish through out the home.The choice of a modern or traditional valance on Premium Real Wood Blinds offers consumers the option to match their décor style.

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WINNER

Best Multi-Platform Advertising Campaign

Hunter Douglas

New Hunter Douglas "Transformation":30-second TV Commercial

Merchandising Category: Consumer Advertising campaign

Titled “Transformation,” this new Hunter Douglas TV commercial highlights the exceptional beauty, comfort and energy savings that Hunter Douglas window fashions deliver to create a more inviting and comfortable “sanctuary” for consumers to relax and entertain in. It showcases striking room photography, includes close-up detail shots demonstrating the innovative design of the featured products, and promotes the exclusive Hunter Douglas Lifetime Guarantee – an especially important selling point right now when consumers want the added assurance of trust and confidence in the companies behind the products they purchase. The corporate version of the spot runs for :30 seconds and promotes special savings currently in effect and a prompt to contact us for local dealer information. The first Corporate-funded TV flight begins March 16, runs for four weeks across the following cable networks and is projected to generate over 141 million consumer impressions! A&E, Bravo, Fine Living, Food Network, HGTV, TLC, Travel Channel. In response to a growing number of requests from Hunter Douglas aligned dealers, two customizable versions of the new commercial are being made available at no cost to dealers who want to run them on their own: (1) Dealer-Customizable WITH SAVINGS OFFER - :30-second spot The opening :25 seconds mirror the Corporate spot, including reference to the special savings currently in effect. Because the savings offer is included in the live portion of the spot, dealers need only add their contact information to the space left blank at the end for this purpose. (2) Dealer-Customizable WITHOUT SAVINGS OFFER - :30-second spot The opening :23 seconds of this version mirror the Corporate version with :07 seconds remaining for dealers to add promotional offers and contact information. Since there are no savings mentioned, this version can be used by dealers throughout the year with offers changed out based on specific promotions in effect at a given time.

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WINNER

Best Multi-Platform Advertising Campaign

Hunter Douglas

Duette® Archiltella Co-op Ad Slicks

Merchandising Category: Consumer advertising campaign

To support the 2009 Duette® Honeycomb Shades Collection, Hunter Douglas developed ad slicks available to dealers in both color and black & white in three different formats: 2-column, 3-column and 5-column. These are provided on the My Brand Builder™ program on the Hunter Douglas dealer site where they can customize different types of print materials. They are also on CD in the Spring 2009 Consolidated Launch Guide. All dealers have to do is provide the ad slicks to their newspapers along with their business information and it’s done. Hunter Douglas has also provided a $100 advertising certificate. Duette Ad #1: Keep the Sunlight. Lose the High Energy Bills Strategy: This ad makes the case for specifying the Hunter Douglas exclusive Duette® Architella® shades with a strong benefit – saving energy – to the consumer. Duette Ad #2: I Love the Fashion; I Love the Function Strategy: This ad uses a universal idea of choice to prove that with Duette shades, you get the best of both worlds of function and design. You don't have to sacrifice one for the other. Duette Ad #3: A Beautiful Do Not Disturb Sign Strategy: Show that Duette shades provide both beauty and privacy that is soft and luminous. Using the graphic of a Do Not Disturb sign drives home the point that privacy and beauty share top billing when consumers choose Duette shades. Duette Ad #4: Stop Throwing Money Out The Window Strategy: The highly stylized headline treatment reinforces the tremendous energy-efficiency benefits consumers achieve by covering their windows with Duette Architella honeycomb shades. Duette Ad #5: Green with Envy. Green. Strategy: Dramatic visuals depicted in this ad reinforce the extraordinary savings consumers gain when selecting Duette Architella honeycomb shades for their home.

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WINNER

Best Multi-Platform Advertising Campaign

Hunter Douglas

Silhouette® Dealer Co-op Ads

Merchandising Category: Consumer advertising campaign

Dealers will find a CD with co-op ads for print and the Web included in the Silhouette® and Nantucket™ Spring Update Kit from Hunter Douglas. During the 2007 “Life in a Whole New Light” dealer training program, the “Furniture Shouldn’t Have Tan Lines” ad was first introduced. The response was overwhelming from dealers who enjoyed the cleaver tie to the UV protection benefit that Silhouette shadings provide. The 2009 Spring Web ads take this abstract concept of communicating features and benefits to the next level. Dealers will see a “Glass Slipper” ad speaking to the magical transformation Silhouette shadings offer, Mona Lisa with sunscreen and sunglasses, decadent chocolates which boast the selection Silhouette shadings offer and finally a beautiful butterfly which portrays how “harsh light, takes flight.” A $100 Silhouette ad certificate is available as well.

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WINNER

Best Consumer Education

Comfortex Window Fashions

EcoGreen™ Rating System

Merchandising Category: Consumer Education

Comfortex strives to be environmentally responsible in all of our business practices. To help our customers understand the importance of this mission, the EcoGreen Rating System was created. The EcoGreen Rating System provides a ranking of Comfortex products relative to their overall impact on the environment. Comfortex products are rated in four categories: Responsible Materials, Sustainable Manufacturing, Energy Efficiency and GREENGUARD® Certification. A Comfortex product is given a rating of ½ to 3 points in each of the first three categories and earns an additional point if it is GREENGUARD Certified. The total product rating is then calculated, providing a quick snapshot of the product’s overall sustainability. Dealers were provided with a launch kit of materials to educate their sales staff and customers on the sustainability of the Comfortex products included in the EcoGreen Rating program. Materials include: Showroom Posters, Shade Wobblers, EcoGreen Rating Catalog (including a full description of each category and details on how specific products were rated in each category), and “Take One” brochures. In addition, a training video was created and distributed to fully educate our dealer base on what the EcoGreen Rating Program is and how to use it to increase sales.

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WINNER

Best Digital Marketing Campaign

Hunter Douglas

www.hunterdouglas.com

Merchandising Category: Marketing Technology

Launched February 2, the redesigned consumer Web site – www.hunterdouglas.com – includes updated design, navigation and functionality with more recognizable product groupings, more prominent photography, greater promotion of the Hunter Douglas Advantage and a My Workbook feature.Visitors are greeted with a “Flash Theatre” that introduces the brand through spectacular imagery. The experience continues in the “Starter Guide,” a virtual showroom that anchors original videos, information on buying criteria; and the distinctive Hunter Douglas advantages. An electronic newsletter signup encourages consumers to extend their relationship with Hunter Douglas; and rebate invitations delivered online stimulate accelerated purchases. Site users can explore products based on any number of factors, including design options, view-through and operating systems. A Photo Gallery displays products in different settings, and a product comparison tool allows consumers to assess offerings to meet their needs. As consumers get to know Hunter Douglas better through faceted searches, photographs and swatches, they can save favorites to "My Workbook," a customized page that acts as a takeaway design guide. Hunterdouglas.com also links to the award-winning iMagine™ Design Center. Consumers can employ iMagine to visualize their dream room, or to recreate design aspects of their home and include the Hunter Douglas window fashion of their choosing. Hunterdouglas.com successfully bridges the gap between the Web and the dealer experience. Its interactive features, customization tools and presentation of an extensive product line resonate as consumers conduct research on their way to making a purchase.

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WINNER

Best Digital Marketing Campaign

Hunter Douglas

My Brand Builder™ from Hunter Douglas

Merchandising Category: Marketing technology

My Brand Builder™ is an all-in-one virtual advertising agency available to dealers on www.dealers.hunterdouglas.com. Once logged into the site, dealers can access templates, logos, tutorials and other resources that make it easy for them to better market their businesses toward consumers. It gives dealers access to a full creative library with new creative templates for newspaper and magazine ads, as well as postcards, Valpaks and more. Headlines and copy can be edited and logos, seals and dealer information can be included to add a personalized touch. Additionally, every time a dealer chooses one of the available images and copy, or adds their own custom information, creative material is automatically updated, in real time, to display precisely how the ad will look. Another feature is the ability to proportionally resize materials and deliver finished artwork directly to a publisher via e-mail. What’s more, with any problem a dealer can quickly access assistance by visiting the Help section where frequently asked questions, a customer support e-mail address and toll-free number as well as an online tutorial are available. My Brand Builder is easy to use, a time-saver and an enhancement for the dealer’s business image. Since its debut in mid March 2008 through December 2008, almost 5,000 templates have been created.

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WINNER

Best Digital Marketing Campaign

Hunter Douglas

Internet Customer Management (iCM) Program Enhancements

Merchandising Category: Marketing technology

Now all Hunter Douglas Alliance dealers – more than 7,500 of them – can mail postcards and customer surveys at the touch of a button, with recent enhancements to the Internet Customer Management (iCM) program, the Web-based business tool that helps Alliance dealers manage their customers’ experience more professionally. Dealers can mail a postcard at many occasions in the customer relationship – for example, to touch base before they get an order, to send a thank you when they get the order, to thank someone for a referral or as a follow up when a customer has informed them about a future project. There’s also a customized survey they can mail or e-mail to get honest feedback from their customers.“We’re very pleased with the customer postcards,” says M.C. Weeks Inc. Window Fashions, a Hunter Douglas Gallery® Dealer in Collegeville, Pa. “Our follow-up with customers has become more professional and more consistent, and because the process is automated, we’ve saved time and work. It’s also saving us money because we no longer print and inventory thank you cards and various coupons.” “These new iCM capabilities are making it much easier to do what we should have been doing all along,” says Barrington Draperies & Shutters, a Showcase Priority Dealer® in Barrington, Ill. “I’m very excited about sending customer surveys after we install a job. It’s almost automatic and that means it gets done. I want our designers to get positive feedback about what they do. It’s also important that we learn about any negatives, so we can pinpoint what we aren’t doing right and work to do better.”

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WINNER

Best Digital Marketing Campaign

Hunter Douglas

Hunter Douglas E-mail Marketing

Merchandising Category: Marketing technology

Initiated in 2007, Hunter Douglas continued its e-mail newsletters with four distributed in 2008/early 2009. All recipients had given Hunter Douglas permission to use their addresses, and the communications were visually compelling with succinct copy. Hunter Douglas also developed three campaigns with specific purposes: Operation Restoration – distributed in October with the objective of cleaning the lists by determining who, from old Hunter Douglas sales records, was interested in receiving e-newsletters and rebate offers. It very prominently gave recipients the opportunity to opt out. This resulted in adding 140,000 new viable addresses to the Hunter Douglas e-mail list. Re-Rebate – the Hunter Douglas Marketing Technology & Research group has shown that the most fertile lists are customers who bought Hunter Douglas products six months to a year earlier. The November e-mail rebate campaign went to those who previously purchased through in-store rebates and who gave us permission to contact them with additional news and offers. To date, the campaign's projected ROI will be around $6; i.e., for every $1 spent, $6 are earned in sales. Spring 2009 Rebate – In early 2009, Hunter Douglas sent out its largest-yet rebate e-mail campaign to existing e-mail addresses and the 140,000 added during Operation Restoration. It focuses on giving consumers ways to save money on heating and cooling while making their homes beautiful and comfortable.

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WINNER

Best Point of Sale Display

Hunter Douglas

Applause® Sunterra® Fabric Brochure/ P-O-P Display from Hunter Douglas

Merchandising Category: Point of Sale Display

Offered in the Applause® Energy of Life sample book update highlighting the new Sunterra™ fabric and PowerRise® with Platinum™ Technology, the Sunterra™ fabric 7 ½” by 11” brochure brings home the fact that Sunterra is inspired by nature and highlights its inherent energy efficiency and the resulting savings. Best of all, it is easily converted into a three-sided display that showcases actual fabric samples in 6” lengths.

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WINNER

Best New Sample Book

Comfortex Window Fashions

Odysee™ Insulating Fabric Blinds Limited Edition Sampling

Merchandising Category: Sampling Program

In today’s highly competitive marketplace, dealers and designers are looking for ways to stand out amongst their competitors with unique benefits and offerings. This desire for an unique offering lead to the creation of the Odysee Limited Edition custom sampling program. The Limited Edition program allows Comfortex dealers to create their own custom sample cards featuring 8, 16 or 24 colors from the 800 fabrics in the Personal Color System. The cards feature the selected fabrics along with dealer’s name and logo. The dealer can also create their own color names and sku numbers to prevent homeowner’s from shopping the competition. A dealer can update their fabric collection as frequently as they would like to reflect color or lifestyle trends, or to accommodate regional color requests. This update option ensures they can make their collection a “limited edition”. The Limited Edition Sample Cards fit into the Odysee Insulating Blinds standard sample book which features 32 fabrics.

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WINNER

Best Existing Sample Book Enhancement

Hunter Douglas

Skyline™ PowerGlide® 2.0 Launch Kit from Hunter Douglas

Merchandising Category: Sampling program

Everything dealers need to sell motorization and the new fabric valance is included in the new Skyline Launch Kit from Hunter Douglas. For only $25, dealers will receive over $500 in product and advertising rebates. In addition, once sales collateral is removed, the kit itself turns into an eye-catching countertop display. In order to give more dealers incentive to place a Skyline display in their storefront, Hunter Douglas is offering a display promotion through March 31, 2009, which offers 85 percent off standard or motorized displays with the new fabric valance, in select colors and styles, for all Hunter Douglas dealers.

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WINNER

Best Trade Advertising and Promotional Program

Hunter Douglas

Hunter Douglas Promotional Programs – – comes with four boxes, one for each promotion

Merchandising Category Trade advertising and promotional program

Hunter Douglas developed and executed three fully integrated marketing programs in 2008 and one to date in 2009 (the first of three). Primary objectives are: Drive traffic to Hunter Douglas aligned dealers, for purchase Motivate consumers who are in-store to purchase, Build awareness of the Hunter Douglas brand and sub-brands, Simple program execution. 2008 programs include: 2008 Spring Savings Event featuring consumer rebates on Duette® honeycomb shades and Vignette® Modern Roman Shades, Fashion for Windows Summer Sale Event urging fashion-conscious consumers to update their home décor for the warmer months and offering consumer rebates on a variety of products. This program was advertised in USA Today as well as with an extensive dealer tag ad program in select major market newspapers, Holiday Savings Event and Child Safety Promotion timed to coincide with pre-holiday and other redecorating plans common during the fall months. The Child Safety Promotion focused on an important issue. The program offered rebates on a variety of products and the Child Safety portion offered free upgrades to the LiteRise® lifting system on select styles, All above promotions were supported at the dealer level with advertising, direct marketing and points-of-sale materials as well as on hunterdouglas.com, Stop the Great Energy Giveaway, a three-month promotion that concludes April 30, features the largest consumer rebate program the company has ever offered. At the same time, it educates consumers and dealers about the benefits of energy-efficient Hunter Douglas window fashions and the savings they can achieve. It comes with a 15.7 pound point-of-sale kit – by far the most comprehensive collection of materials dealers have ever been offered. The kit includes “Designing Windows” books, a new “We Make Green Beautiful” brochure that shows stylish solutions for being green at the window and showcases the new “We are Hunter Green™” logo and a first-ever events brochure on how to conduct seminars and other gatherings with an energy-savings focus. While still underway, this promotion has resulted in the highest level of dealer participation and dealer advertising of any Hunter Douglas promotion. All promotional programs performed above projections and were cited by consumers as the reason they purchased Hunter Douglas products up to 33% of the time. Furthermore, consumers reported having purchased greater quantities of product than originally planned up to 30% of the time because of the promotions.

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WINNER

Best Trade Education (Tie)

Hunter Douglas

Hunter Douglas Alliance Key Training

Merchandising Category: Trade education

Key Training is a required one-on-one support program customized for each new Hunter Douglas Gallery® and Showcase Priority Dealer® that debuted in late 2008. It’s designed to guide dealers through the programs and services available to make sure they’re taking full advantage. Each dealer is assigned an expert Alliance trainer, who keeps in touch and guides him/her through live Web conference training that makes learning easy.Depending on the Alliance program, Key Training includes: The Alustra® Collection,No Interest Financing,eMarketing Program,The Professional Customer Management Program(sm) (PCMP) HD Meeting,Manage Your Site, Answering Service, Planning a Grand Opening Event.How it works. Someone from the program calls and introduces themselves. They schedule the dealer to come to the Unlock Opportunity with Alliance = Participation HD Meeting Web conference, encourage him/her to attend the Website Tips HD Meeting Web conference, provide instructions on how to complete their online activation courses, provide a Website worksheet to complete, and set a date for the one-on-one Manage Your Site live Web conference session.Training can take anywhere from two weeks to four or more. “The Key Training opened me to an understanding of the world of Internet business tools,” says Cloud 9 Designs, an At-Home Consultant Showcase Priority Dealer® in Aurora, Colo.“The Key Training was very helpful – and painless too!” says The Drapery Shop, Inc., a Hunter Douglas Gallery® in Vista, Calif.

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WINNER

Best Trade Education (Tie)

Hunter Douglas

Hunter Douglas Bracket and Headrail Mounting Booklet

Merchandising Category: Trade education

What started out as a chain that held actual metal and plastic brackets has evolved into a portable booklet that is an effective tool for dealers and installers. The Bracket and Headrail Mounting Booklet from Hunter Douglas provides information on mounting requirements and finished dimensions for each bracket and application and works in conjunction with the Hunter Douglas Full Line Price and Reference Guide.This easy-to-use booklet features actual-size illustrations on the side of the card for dealers and installers to place inside window casements and against walls and moldings for real views. Illustrations are printed on both sides of the cards so they may be used as a guide on either side of a window with the front showing mounting requirements and the back displaying finished dimensions. Available for only $10, this 8 1/2 x 5 booklet was introduced in fall 2008 and will be updated annually. Far exceeding expectations, Hunter Douglas cannot keep enough in print. Dealers and installers can order booklets one at a time, directly from the Hunter Douglas Dealers, Designers and Installer’s Web site.

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