Dan's Fan City — Bringing the In-Store Fan Buying Experience Online

Dan's Fan City has been Florida's ceiling fan specialist for decades, with more than 40 stores across the state. Walk into any location and a customer can build exactly the fan they want — pick the blade finish, the motor color and style, the downrod length, the light kit, the switch. It's a hands-on, guided experience that's a big part of why people drive to a Dan's Fan City store instead of grabbing whatever's on the shelf at a big box retailer.

About 15 years ago, the challenge became obvious: more and more customers wanted to shop online, but almost nobody was translating the in-store customization experience to the web. If you only sold pre-configured fans online, you were asking online shoppers to accept less choice than someone walking into a physical store — a step backward for a brand built on personalization.

The Solution

We built the Design Your Fan builder — a guided, step-by-step configurator that lets a customer choose their blades, motor color and style, downrod, and light switch, and see their exact fan take shape before they buy. It mirrors the same choices a salesperson would walk them through in one of the 40+ stores, just accessible from anywhere, at any hour.

The result is a genuinely differentiated online buying experience: instead of a generic product grid, online customers get the same one-to-one customization that has always set Dan's Fan City apart in person — no compromise required just because they're shopping from home.