TXI Packaged Products
TXI, one of Texas’ largest manufacturers and distributors of concrete cement aggregate and related products, recently engaged Globe Runner to help build a new enterprise-level e commerce web site for its packaged products division. We helped TXI in an initial consultation by providing audience analysis and identification. We identified three critical audiences for the new site—suppliers, contractors and homeowners. Each group has a specific reason for coming to the site, and we wanted to build a site that addresses the needs of those distinct visitors.
The first and most important audience is the suppliers. As TXI’s actual customers, who purchase concrete cement and aggregate by the truck, they need to have a fully functional ordering mechanism. Additionally, TXI only ships full trucks of concrete and will not ship partial trucks, so the ordering features need to calculate the weight of all the different products and let the customers know if they are ordering a full truck or multiple full trucks of a product.
Contractors are the next most important group. Though some need to purchase through the site, most simply need a complete catalog of products. For them, it’s essential that the site provide access to technical data, so they can get the information necessary to quote their jobs.
The last audience is homeowners. Since TXI products are not for sale directly to the public, the ordering function needed to be disabled for the everyday user. Homeowners, though, buy many of the packaged products through retail locations, so the team wanted to create a site that would increase brand recognition of the TXI products. Globe Runner included a how-to section and a concrete calculator on the website. Both generate custom shopping lists with branded TXI products that can be printed, so the homeowner can bring the list into the store and buy those TXI products in the retail environment.
By identifying and addressing these three customer bases, Globe Runner SEO helped TXI build a site that speaks to and targets all of its audiences.