How To Get More Traffic on Your E-retail Site: Columbia Sportswear's Story
From Marketing Sherpa:
Effective merchandising can be a problem for even the smartest eretailers. The puzzle gets more complicated if you don’t sell directly to customers but rely on eretail partners.
See how a leading outdoor sportswear manufacturer generates more qualified leads for their partners through a redesigned site and emails that target their customers’ lifestyles. The customized newsletters are getting 19.7% higher clickthroughs, and the average dollar value of each prospective sale is up 44.4%.
Columbia Sportswear Company’s Web site wasn’t turning traffic into enough qualified leads for their eretail partners. Site visitors and newsletter recipients simply weren’t getting enough targeted information or ample reason to click through.
“There wasn’t any sense of communicated understanding about the activities our consumers take part in,” says Daria Colner, Internet Marketing Manager. “I definitely believed that we needed to connect on a deeper level. We wanted to let people who are into hunting know that we understand their world. It had to be more than just, ‘Oh, here’s a jacket …’ Overall, we had to see if these could make us more of a resource to anyone who has a love for an activity.”
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