Benchmade.com Gets the Face Lift it Needed
First the Boxes
To the delight of Benchmade knife buyers; earlier this year, the company introduced new packaging in the form of a much sturdier two piece box. Most knives have traditionally come in the flimsier, laminated cardboard variety. Benchmade’s new box is the kind you’d expect to contain an Apple iPhone. It oozes quality and is a revolutionary upgrade to Benchmade’s knife packaging.
The New Website is Not Just Easier on the Eyes
This week, Benchmade Knife Company upgraded their website, abandoning the now antiquated Java web software. The new site is streamlined, sleeker, and the content is better organized too. Overall, the new Benchmade.com is easier on the eyes and it’s easier to browse and find the information you’re looking for. The new site is also responsive for mobile users – an important feature since 54% of Americans now use a cell phone to access the internet.
The website is better organized and includes the ability to browse products by major series, product type, profession, or model name. And, you’ll definitely want to take a virtual factory tour – a step by step guide into how Benchmade knives are produced.
Direct to Consumer Sales
The new homepage also puts a greater emphasis on the ‘Build Your Own Benchmade’ offering. The service enables visitors to design their own knife from the Griptilian or Barrage series. The website is built on the Magento framework, usually reserved for eCommerce retailers. Combined, these changes may signal a move to boost direct to consumer sales.
Who’s Next?
Cold Steel could be the next knife company in line to renovate their website. “2015 is going to be an incredible year, and I assure you – this is just the beginning!” Lynn Thompson; Cold Steel Founder and President, wrote in a February announcement. “Over the coming months there are going to be a lot of changes to our materials, our packaging and to our website.”
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