Farreys Sample 1 Farreys Sample 2 Farreys Sample 3

Project info

  • Client:Farreys
  • Date:2003-2017
  • Skills:

    Responsive Design
    Custom CSS
    Front-End Coding
    Back-End Web Development
    Custom Shopping Cart
    Payment Gateway
    Server Optimization
    Google Analytics
    Google Adwords
    Google Shopping
    Amazon Product Ads
    Responsive Web Forms
    Website Administration
    Mailing List Management
    CANSPAM Compliance
    Double Opt-In
    Mailing List Hygiene
    FBL Monitoring
    Data Analysis

Farreys - Farrey's Lighting & Bath

Farrey's Lighting & Bath - established in 1924 - is a Miami-based retailer of high-quality lighting, ceiling fans, bath hardware, kitchen fixtures and other fashionable interior and exterior products for the home.

From 2003 through 2017, vitalnet provided website design, administration and promotion services, including a highly customized search and shopping cart to allow visitors to easily shop for and customize their desired products for specific applications.

One of the early challenges with Farreys.com was providing a method for shoppers to easily customize products built from multiple component SKUs, such as ceiling fans with many options. We built a custom system to facilitate building the configured product while the client's competitors expected the visitors to search out and add each part to their cart.

Another problem that the client asked us to solve was selling products on their website specific manufacturers did not allow for sale in online shopping systems. We built an automated email quoting system that allowed the customer to configure and receive a price, providing 24/7 accessibility to pricing with efficiency for the client. Otherwise, direct communication with the customer was required.

The site product search also presented a challenge due to the way the products offered are packaged and sold, with an extensive range of finishes, specifications and configurable parts. We developed a search system that allowed the visitor to logically narrow down their selections to get to a refined listing that met their specific design requirements.

Additionally, the site was optimized for SEO and for more than 10 years ranked in the top 3 placements on Google and Yahoo for high traffic keywords such as "ceiling fan" and "home lighting" using white hat SEO best practices. This included quality link building, content marketing and on-page optimization automated for hundreds of thousands of product pages.

All of this work was implemented using custom code without the need for multi-million-dollar search systems. We used free, open source packages such as PHP, Python, Perl and LAMP (Linux, Apache, MySQL and PHP) to implement a low-cost, high quality user experience.

vitalnet evolved Farrey's single page website from what it was in 2003 - a very minimal web presence - into a modern, responsive, fast, secure and user-friendly online shopping experience featuring millions of product combinations. The services provided by vitalnet produced more than $75 million in direct online sales and also acquired new customers for their local showrooms.

Kevin FarreyManager
Farrey's Lighting & Bath

It has been a pleasure working with Andrew since 2003. He brought us to the online world with spectacular results.