Promec – Online Store

My experience at Pro-mec has been challenging. Being a family company, it was a place where I was given the confidence to experiment and change some paradigms that they had as a company.

I had the opportunity to play an integral role in the transformation of their online presence. As a web designer and communication strategist, I led the design of the company’s website with a vision: to break away from the traditional sales formula and turn it into a space for conversation with customers.

A clean website

It was decided to develop a design with a wide use of white spaces and full use of the screen. The main objective was to create a clean environment that reflected order and cleanliness (the ideal state of an embroidery machine). These white spaces allow relevant information to stand out and provide a visually attractive experience, taking into account that the images of the spare parts are visually heavy.

For the website, as in most of my projects, I programmed a custom WordPress template.

Based on version 6.2 of WordPress TwentyTwentyOne.

Process

For the creation of the website, research was carried out in search of references in the field of inputs and the mechanics of embroiderers. Unfortunately, no good examples were found that met design and usage standards. Most, at the time of consultation, were simple catalog spaces.

The implementation of the project was done on WordPress, following my usual approach of empowering users to independently manage and maintain their website. In this way, clients have the freedom to easily find trained professionals for the maintenance and management of the site, in case they cannot count on my service in the future.

Since the website needed to respond to a new form of communication, the work did not consist only in proposing a design for the site, but also in suggesting spaces and sections that would allow the objectives of the new communication strategy to be achieved.

Pro-mec Classified Ads

The level of employee turnover in the companies that use Pro-mec’s services is very high. It was common for customers to contact Pro-mec for referrals to potential new hires.

With this in mind, we implemented a classifieds section, which would allow the company to continue functioning as a central node in the search for employees. With several goals in mind:

The simple action of adding us as a contact allowed us to advertise and share content through stories. WhatsApp had previously been found to be the most effective network for the company historically.

Tips and advice for embroiderers

Practical advice was given to keep the machines in optimal conditions and we shared suggestions to improve the production in the companies of the users who visited the website.

At the end it generates:

• Make the brand more known. Tips are rotated organically in social networks.
• Sell ​​products. After advice such as the use of quality threads and the benefits in terms of production, at the end there was a link to buy the product.
• Create a personal link through video or audio content. Listening to or seeing the company’s people allows a family bond that aims to retain customers with the brand.

Online store and catalog

As a key part of the company’s digital transformation strategy, I recommended and led the implementation of an online sales process. I recognized the importance of turning the web page into more than an information medium, into an effective channel to drive conversion, taking visitors from consuming information to making purchases.

Despite our limited resources, this strategy became a success. Customers valued the convenience and personalized attention they received through WhatsApp, resulting in a significant increase in conversions and improved customer satisfaction.

We adjusted to the circumstance and took advantage of the available resources to drive efficiency and growth in the short term, without abandoning the idea of ​​implementing a better system when sales produce the necessary resources.

This innovative solution demonstrates our ability to adapt to circumstances and find creative ways to enhance the customer experience without compromising quality.

Learnings

As long as you talk to him based on reality, the client is willing to experiment. The learning process in the company to change communication paradigms was slow, but perseverance and showing the results in the medium term was key for the communication processes to be maintained over time.

One of the most effective strategies to improve the perception of the company and increase brand awareness was the creation of simple videos with the voices of mechanics and administrators. These videos became a valuable tool to provide useful information and establish a direct connection with users, fostering trust and loyalty towards the brand.

I am proud to have contributed to the growth and evolution of Promec, by designing a website focused on conversation and providing additional value to our clients. This approach allowed the website not to be a static space but one to establish stronger and lasting relationships with clients.