Dering Hall’s new website launched last week, and Frank Ballabio, VP of community operations, marketing, and editorial, sat down with EAL to share updates on the brand’s upcoming initiatives and the newly reimagined site.
Describe the philosophy behind the new site developments.
Shopping for high-end design should be a fun and effortless discovery process for design trade, as well as for end-consumers who benefit from the insider access we provide. We've improved our shopping filters for every category and are adding even better shopping filters for rugs fabrics and wall coverings in October, and we've put products first and highlight them with rich, complementary market editorial.
Our new trade program offers those in the industry a special trade login and trade-only pricing. It's also now easier to shop for high-end interior design products on mobile devices, from phones to tablets. And our new Dering Hall Journal is home to editorial features that enhance the product discovery process and capitalize on our unique position as one of the first true contextual commerce sites.
What are the new features available now? Which will be available later?
Dering Hall is now equipped with new search filters and tags so that designers and consumers can shop by style, materials, location, and lead times and can save discoveries in sharable project folders. There's also enhanced ways to follow favorite brands and design professionals, as well as a special design-trade login for trade-only pricing and benefits. Right now it is all about shop-ability as we've refined and strengthened our merchandising. Like most tech companies, we are planning a series of accelerated iterations that build on this key aspect including more specific shopping tools, filters and tags for smart sourcing of rugs, fabrics and wall coverings.
The site also continues to be a source of inspiring design content. Our daily editorial features will now live in the new Dering Hall Journal, which features “Shop The Look” articles and editorials from the Dering Hall team, as well as media contributors from over 80 design and shelter outlets.
How do you see the site evolving in the next year?
We'll continue to augment and improve upon our services and tools. We are in constant contact with our passionate and engaged users, listening and responding to their needs. We use this input as a guide as we continue to grow. Our evolution will ensure that the search for the finest design is always an enjoyable, extraordinary experience and that the search results are equally fantastic, delivering that "wow factor."
In the next five years, we are committed to staying at the forefront of the industry. The way consumers and trade shop design is ever changing and Dering Hall will keep responding to their needs and expectations. We'll be rolling out additional, innovative tools that help them navigate the evolving design landscape. Of course, we'll continue to make Dering Hall fun, straightforward, and an experience you can't find anywhere else!