Fry, Inc. Launches Redesigned Web Site for KitchenAid

Fry, Inc. Launches Redesigned Web Site for KitchenAid

Kitchenaid.com provides detailed product information, intuitive navigation and links to retailers

ANN ARBOR, Mich., Dec. 9 /PRNewswire/ -- Fry, Inc., a leading e-commerce design, development and managed services provider today announced a newly redesigned web site for KitchenAid Home Appliances (http://www.kitchenaid.com/ ). KitchenAid, a division of the Whirlpool Corporation, is a leading manufacturer and marketer of home appliances and products. KitchenAid's goals for the redesigned site were to build, enrich and maintain customer relationships, as well as facilitate sales of products through an enhanced online presence.

The site was completely rebuilt and redesigned, using Fry's Open Commerce Platform(TM) (OCP), an e-commerce solution that enables manufacturers to quickly and economically develop an online presence. Fry will also host the site and provide managed services and maintenance on an on-going basis.

"We're proud to be working with such a well-established brand as KitchenAid," said David Fry, president and chief executive officer of Fry. "We know that consumers conduct extensive research online before buying, especially in a category like large consumer durable goods. KitchenAid will benefit by leveraging this evolving trend and use their web site to inform customers, build awareness and loyalty, and direct people to retailers."

The new site will also deliver improved interaction with the KitchenAid brand through deeper product content and more intuitive navigation.

"Partnering with Fry enabled KitchenAid to create an unprecedented brand experience," said Kathleen Wolf, manager of Interactive Marketing for the KitchenAid brand. "Sites succeed when they meet users' goals so we've built a site that delivers easy access to information, new product updates and information about our entire brand."

Future phases of development may include functionality to support consumer purchase decisions, the ability to schedule service calls online and enhanced relationship-building, merchandising and promotional tools for KitchenAid.

About Fry, Inc.

Fry, Inc. helps organizations conduct business transactions, disseminate information, build customer relationships and synchronize efforts across multiple channels. The firm designs, builds, integrates, hosts and manages Web-based applications for clients such as Crate and Barrel, Godiva Chocolatier, Unilever, Home & Garden Television, Food Network, Spiegel, Eddie Bauer, AAA Michigan and the Auto Club Group, Brookstone, Domaine Chandon and the National Association of Home Builders. Online operations created and managed by Fry generated $1 billion in 2003. The company has offices in Ann Arbor, New York and Chicago and specializes in systems engineering, managed services, information architecture, creative design, usability and brand strategy. Established in 1994, Fry is a privately held company celebrating its 10th year in business. For more information, visit the Fry web site at http://www.fry.com/ .

About KitchenAid

Since the introduction of its legendary stand mixer in 1919 and first dishwasher in 1949, KitchenAid has built on the legacy of these icons to create a complete line of products designed for cooks. From countertop appliances to cookware, ranges to refrigerators, and whisks to wine cellars, KitchenAid now offers virtually every essential for the well-equipped kitchen. For more information about KitchenAid, visit http://www.kitchenaid.com/


Source: Fry, Inc.

CONTACT: Fry Contact: Jason Brown of Airfoil Public Relations,
+1-313-887-7216, brown@airfoilpr.com ; or KitchenAid Contact: Kim Roman of
Saatchi & Saatchi, +1-212-463-2386, kroman@saatchiny.com

Web site: http://www.kitchenaid.com/
http://www.fry.com/


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