When OOFOS came to us, they had a loyal fan base. But not a broad one. They wanted to attract a younger audience without sacrificing their current one, and at the same time communicate the new idea of a “recovery shoe.” Easy, right?
In order to attract more new customers, we looked at the entire digital ecosystem most often used for that first purchase. Then we enticed customers back to OOFOS.com through the digital community.
The reporting and strategic measurement framework we put into action not only prioritized sales from OOFOS.com but also looked at sales from other online retail channels that our go-to-market strategy directly impacted, including both Amazon.com and Zappos.com.
Our messaging highlighted the technology without sacrificing the overall experience of wearing OOFOS. Email marketing was a key area where we could drive more website sales by engaging and nurturing the loyal OOFOS customer base with the brand’s new look and feel.
Our full go-to-market plan included digital and print in industry-specific publications, including a partnership with Runner’s World and participation in the pop-up Boston Marathon Shop. We also built a comprehensive KPI and reporting strategy to make sure young people were picking up what we were putting down.
We completely redesigned OOFOS.com to streamline the shopping experience and minimize the sadness of shopping cart abandonment.
Compared to the years previous, we made quite an impact.
* Direct and referral traffic excluded.
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