Aurora Lighting introduces new website for a reimagined online lighting experience

Launching from beta 10 June, the new auroralighting.com extends the signature Aurora Lighting Experience online.
By: Aurora Lighting Inc.
 
ST ALBANS, U.K. - June 12, 2013 - PRLog -- Now, no matter where Aurora Lighting fans are - at a tradeshow, in a showroom, or online - they’ll experience the same “wow” effect that has become Aurora's trademark.

Aurora, reimagined online

Launching with the company's latest catalogue, GREEN, the new site plays a major role in a cohesive Aurora Lighting Experience. As a vertically integrated, global manufacturer of energy saving lighting solutions, Aurora translates a passion for lighting into an interactive, sensory experience on every platform - from print catalogues to mobile showrooms, and now the web.

“Throughout our history, customers have explored products through our printed catalogues,” Group CMO Neil Salt explained. “Technology now lets readers enhance that journey with relevant digital media on the new website.”

For instance, within GREEN are black and white squares called QR codes. Simply scan these codes using a mobile device to view enhanced online content on the new website, such as photos, videos and educational articles. Integrating mobile devices transforms a formerly static medium into an interactive tool, and allows the web and print to work together.

Optimised for on-the-go

“We knew we had to support mobile devices,” Ricky Frohnerath, Brand Web Manager, said. “The site has been optimised for three main types of devices.”

In addition to a standard desktop or laptop, the new auroralighting.com provides the best possible experience on a tablet and a smartphone. Mobile optimisation will revolutionise how on-the-go customers experience Aurora.  

"If they’re on the road or on the project site, they might not have access to a computer," Frohnerath said. "Now they can always access our information when they need it using their smartphones."

Another noticeable update is the new look and feel of the website. However, the changes go far deeper than appearance.

“We looked at how people want to interact with Aurora online,” Salt said. “We’re providing more information than ever, so we spent a lot of time figuring out how to simultaneously allow people to quickly access anything they want, without jumbling their screen with things they might not want.”

To facilitate this intuitive browsing experience, the new auroralighting.com is divided into 6 main areas: Products, Applications, Lighting Ideas, Stay Informed, Company and Support.

Spotlight on Search

The new predictive search function is designed to take the guesswork out of finding products, articles, videos, case studies and other digital content.

“Search is by far the most popular function on our site,” Frohnerath said. “We took great care to improve the search experience, with the long-term goal of creating the greatest lighting search in the industry.”

Products in a whole new light

With the new website Aurora aims to provide more information about a wide range of products, across the "4 Elements" of lighting - power, control, lamps and luminaires - plus accessories. With the newly added, dynamically generated spec sheets, specifiers can always have the latest product data on-hand and in the format they want it.

“There’s more product specification data available now,” Group Technology Director Simon Coombes said, “and we’ll continue rolling out the information as people request it.”

"We recognise that not everyone thinks about products in terms of specs," Frohnerath added. "To account for this, users can browse popular products based on where they go, via special applications features throughout the site."

Lighting Ideas

At the heart of the Aurora Lighting Experience is the drive to inspire. Online, this is best represented by the new Lighting Ideas section, which allows users to find creative inspiration within galleries of lighting projects across a variety of applications. Learn about a particular project’s goals or challenges, and what solutions were used.

Also within this section is the Aurora Lighting Ideas Blog. Here visitors will find mini application topics and how-tos, called "Light Ideas." These ideas are great for discovering inspiring uses of a particular product, such as LED strip.

"You'll find that you can use LED strip to enhance an array of spaces, such as underneath a step to create a floating effect, or behind a lattice for a dynamic display of light and pattern," Frohnerath said.

Stay Informed

In addition to sharing recent company news and the latest industry events, a notable addition to the Stay Informed section is the Light Lab. Dedicated to educating users, it features a growing selection of fundamental lighting topics that apply to both lighting experts and novices.

“Many people, even some electrical professionals, don’t fully understand what terms like ‘lumen maintenance’ mean,” Frohnerath said. “With these free educational resources, users can become better informed and know how to truly select and compare lighting.”
End
Source:Aurora Lighting Inc.
Email:***@groupaurora.com Email Verified
Tags:Website, Led, Lighting, Online, Specification
Industry:Lighting
Location:St Albans - Hertfordshire - England
Subject:Websites
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