Flying High: Radio Flyer Revamps Web Site

Like the Original Red Wagon that lent the company its name, Radio Flyer has become an American Classic. From humble beginnings, Radio Flyer has been rediscovered with each new generation — creating a legacy of toys that continue to spark the imagination. For over 90 years, millions of children have played with Radio Flyer wagons launching countless voyages of imagination.

 

Recently, Radio Flyer embarked on a new voyage, launching a new, e-commerce-enabled corporate Web site that allows consumers to purchase Radio Flyer merchandise and replacement parts online using Acquity Group, a multi-channel commerce and digital marketing company.

 

The new RadioFlyer.com includes a number of innovative features that allows the company to promote merchandise online and communicate directly with its customers. Shoppers can purchase wagons, trikes, horses, scooters, ride-ons, accessories and product replacement parts online, or use the store locator to find the nearest brick-and-mortar retailer that sells their desired product. Integrated product video demonstrations also give visitors the capability to learn about specific toys and ask product-related questions.

 

“It has always been our goal at Radio Flyer to bring children joy through our products,” says Melissa Akers, Marketing manager at Radio Flyer. “The enhancements made to our site allow us to further share that message, and to engage with our customers through an interactive, branded experience.”

 

Acquity Group and Radio Flyer initially developed a digital strategy for the new, e-commerce-enabled corporate Web site by defining how the online identity could best serve the company’s customer base. The team worked to design, develop and launch the revamped site on an open source e-commerce platform, giving Radio Flyer the online functionality necessary for future growth. The expanded online presence increases customer awareness of Radio Flyer product lines, better educates shoppers on product functionality, offers visitors a convenient, seamless digital shopping experience, and equips Radio Flyer with the tools to more effectively execute online marketing campaigns.

 

Radio Flyer has given consumers a more interactive, personalized shopping experience, allowing them to view an online catalog of products, parts and accessories, as well as compare and add items to their online wishlist. The company recognized the importance of expanding its online capabilities to better communicate with customers, enabling them to find and purchase Radio Flyer products that are right for them.