Cambridge Wears a New Face in Cyberspace

Home Textiles Today Staff -- Home Textiles Today, 3/4/2012 2:00:00 AM

Cambridge’s new site educates consumers and boosts its brand.CAMBRIDGE, ONTARIO - The Cambridge Towel Corporation may trace its roots back nearly a century, but the new website it unveiled March 1 is very much a product of the 21st century.
     It provides direct links to e-commerce pages carrying its products. A new blog allows consumers to interact with the company and "like" Cambridge on social networks. The manufacturer also launched a live Twitter feed.
     In addition, Cambridge has signed with a production firm for high-end digital video for the site.
     "You want to tell your own story to the end consumer because they can find it now like never before," said Jason Thompson, director of e-commerce and global sourcing
     Brand profile is also particularly important for the burgeoning channel of home-oriented e-commerce sites.
     "E-commerce stores want to know what's your story, who you are, what makes you unique," Thompson said.
     Cambridge still weaves in Canada using U.S. cotton spun in America, giving it faster turnaround for the North American market.
     In addition to promoting the brand, the new website will inform consumers about how to care for towels and what to look for when making a selection.
     "There's lots and lots more to be added over the next month," Thompson said.