Strategy:
More than a traditional hardware store, The Henry Bierce Co. offers building materials, a garden center and tool rentals. The design makes it easy for visitors to get into any of these major areas. They also can shop on-line through The Henry Bierce Co.'s affiliation with True Value, which has a custom shopping area for the store, which gets credit every time someone buys something through that service. True Value is promoted on every page with an animated banner. Visitors also can quickly choose from on-line coupons, tour the facility and learn more about the history (a critical part of the store established in 1910). Additional information and services, including links, direction, hours and an e-mail newsletter registration form, are accessible from a navigation set on the left side of every page. Other plans are in the works to help industrial customers take advantage of an on-line catalog.