By Shivaun Hales

Whitfords of Five Dock, a 90 year old family run business, has joined the e-commerce revolution with the launch of its online store and a sleek new kitchen showroom.

Whitfords manager Andrew Whitford told www.connectedaustralia.com 2012 was off to a great start with both the showroom and online store already delivering positive results.

“We unveiled the new Whitfords showroom in mid December and our customers are really impressed with the new and improved look,” said Whitford.

More than 100 designers and architects attended a trade launch and Whitford said their feedback was very positive.

“It wasn’t the best time to launch a kitchen showroom as many people in the trade are usually away, but we have been pleasantly surprised,” he said.

“And I’m confident even better things are to come.”

The ground level of the store is now a dedicated kitchen showroom, displaying brands such as Asko, Blanco, AEG and Miele. Whitfords has also welcomed the addition of Gaggenau and Neff.

To accommodate the showroom and online store, Whitfords has made some changes it’s in-store product offering.

“Upstairs we continue to sell a range of white goods but the focus has moved towards kitchens,” Whitford told www.connectedaustralia.com.

“We are now selling commodity products online, essentially making it easier for the customer,” he added.

Online store broadens customer basewhit

Whitford admitted establishing the e-commerce offering was difficult but sales are already filtering through.

“This week we made a sale in Orange, regional NSW, that’s clearly a sale we wouldn’t normally make,” Whitford said.

“We recognised the need to change, our existing customers are happy with the change and our strong heritage will help us attract new customers online,” he said.

“We’ve been in the business a long time and we’re a store they can trust.”

Whitfords has boosted radio advertisements to coincide with the new developments, and is also offering online customers the chance to win a trip to Hamilton Island.