Elmira Revamps Website

Elmira’s online visualization tools can be utilized by consumers and sales associates.

… and credits back dealers for direct-to-consumer sales

YSN Staff 

Elmira Stove Works, the Ontario-based manufacturer of vintage-inspired premium kitchen appliances, has launched a newly redesigned website with direct-to-consumer sales functionality and other enhanced features. 

But in a unique twist on an unpopular trend, Elmira shares a portion of its direct-sale proceeds with local dealers. 

Under the nine-year-old Partner Profit Program, whenever a shopper makes a purchase on the company’s site, an Elmira dealer located within the customer’s market receives a credit to their account. The credit amounts to the merchant’s regular margin less 7%, while the vendor absorbs the administrative and credit card costs and handles fulfilment via drop-ship. The approach ensures that dealers share in its “growing digital presence,” the manufacturer said. 

“We know that there are consumers who want to touch and feel a product like ours before they lay out a substantial investment, so our displaying dealers are very important to us,” said Tony Dowling, sales and marketing VP. “We also know that there are consumers who want to buy now, even sight unseen. We want to strike while the iron is hot, so … I think this gives us and our dealers the best of both worlds.” 

Custom Kitchens 

Other new website features include two interactive visualization tools: Using high-quality product images, the company’s product visualizer enables shoppers to customize individual appliances in thousands of colors and configurations, seeing the changes and pricing as they build. In addition, a kitchen visualizer allows users to set their selected appliances against a backdrop of various cabinet and flooring finishes while keeping a static kitchen image in view. 

Elmira said the visualizers serve as a valuable resource for retail sales staffs as well as consumers, enabling them to guide customers through the entire Elmira catalog and its many of thousands of configurations. The visualizers are available to dealers to use in-store or on their own websites, the company said. 

Dealers can access the visualizer tools through an exclusive new password-protected portal that also provides marketing materials, logos, product images, pricing lists and FAQs. 

Elmira has been manufacturing vintage-styled ranges since 1975 and offers full lines of circa-1850 and retro/mid-century modern 1950s kitchen appliances including ranges, refrigerators, microwaves, wall ovens, range hoods, dishwashers and wood-burning cookstoves that are sold through dealers across North America. 

For more information, visit ElmiraStoveWorks.com or call (800) 295-8498. 

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