Online initiative aims to enhance service levels for women customers in the region
Jotun Paints, one of the world’s leading producers and suppliers of paints and coatings, has unveiled the official website of ‘LADY’, its interior paint brand targeting modern day women, in the Middle East. The initiative to create a dedicated website for ‘LADY’ (http://lady.jotun.com) is in line with the company’s aims to enhance service levels for women customers in the region, and is in response to an increasing number of users visiting the Jotun Paints regional website in search of information on the product. Designed as a highly interactive portal, the website provides users with advice on colour psychology, as well as on how to decorate their homes.
Inspired by the active role of women in home decoration, the ‘LADY’ website is all about inspiration, colours and advice for choosing the right paint products and colours. It is currently available in English; an Arabic version is currently being developed and will be accessible soon. In addition, the website links to ‘Colour Advisor’, Jotun Paints’ revolutionary, easy-to-use online colour visualisation tool that lets users enjoy a more realistic experience through the extended interactivity and accessibility to more colours, thereby enabling them to make better planning and painting decisions.
“This initiative encapsulates our main goal of guiding users on the latest design trends and helping them update the overall appearance of their homes, while serving as a new contact point between the ‘LADY’ brand and its target users,” said Eirik Kristensen, Regional Marketing Manager - MENA, Jotun Paints. “By leveraging technology and accurate consumer insight via this new website, we are seeking to enhance the level of service we offer our lady customers in the region.”
Focusing on the specific needs of ladies in painting their homes, Jotun spent two years on research in the regional Dubai-based R&D laboratory in close collaboration with Jotun Norway to come up with an interior paint brand which provides unrivalled home painting solution. The result was a brand that fully understands and complements both women’s practical and aesthetic requirements in keeping their homes safe for their families. As a high-quality acrylic paint that offers a beautiful matt finish, ‘LADY Essentials’ facilitates easy cleaning with neutral scent and long-lasting colours.
“In addition to the new website, we have also invested in events and seminars - including the ‘LADY Essentials’ workshop, as part of our commitment to raise awareness among women end-users in the region. The most recent of these events, which we organised in partnership with the Dubai Ladies Club, focused on educating women on colour psychology, colour trends and painting techniques. We are planning to roll out more activities of this kind, in line with our aims to motivate our target market to draw design inspiration from their personal preferences as ladies,” concluded Kristensen.
