SpotlightDecember2016

small fish in a big pond and if we aren’t careful we could be eaten at any time. That’s why we’re always trying new things, testing new pages, polling our customers, etc.” The company website is a triumph of form and function not simply because it is Ackerman and Rougeux’s headlining platform, but rather for the same reason that their customer service experience is so well-received by independent consumer advocates like the BBB and resellerratings.com: it is designed from a bottom-up perspective with the cus- tomer’s needs as the foundation. “We’ve streamlined the online bathroom and kitchen shopping experience,” Rougeux stresses, “to make it easy and intuitive for customers to shop and purchase their new bathroom or kitchen. We’re constantly thinking of ways to make it easier for our customers to purchase – always performing A/B tests to better our site and service.” And their shopper-centric vision for TheRTAStore.com doesn’t peak there. Ackerman adds that his team is “currently embarking on an initiative to modify our website to give each customer a unique and personal- ized experience tailored specifically towards them.”

This aggressive foray into the online market is not solely a result of the bent toward Ecommerce in the confident and

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SPOTLIGHT ON BUSINESS • DECEMBER 2016

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