Rodney Fitch takes Robert Dyas on-line

Independent home and garden products chain Robert Dyas has launched an on-line brand called Robert Dyas Direct, offering customers the opportunity to buy anything from the chain’s 66 high street stores via the Web.

As part of its growing move into digital media, Rodney Fitch & Co has designed the identity and built the new website, plus point-of-sale material and leaflets about the new facility.

According to consultancy director Neil Whitehead, the site creates “an integrated offer for both on-line and physical retail environments, as well as in-store catalogues”.

He claims that retailers “need to marry e-tail with their physical presence on the high street and any other direct purchasing in the future” in order to be successful with on-line ventures.

“We have created an exciting new offer for Robert Dyas which extends its appeal to a much broader audience.

“By integrating the existing stores with the theatre of a new on-line experience and presence, we have created a powerful channel which will appeal to both traditional and new customers,” adds Whitehead.