Accelerating Commerce for a Challenger Brand
CamelBak, the worldwide leader in hydration, continuously reinvents how athletes, adventurers, and our nation’s military fuel their performance. When it came time to reinvent how their brand connects with today’s experience-starved consumers, they partnered with us. CamelBak's digital experience now drives users through the eCommerce funnel and improves product loyalty through brand engagement.
CamelBak had a robust social presence, a refined digital language, and a track record of successful integrated marketing campaigns. But, there was still lots of friction in their eCommerce journey — their third-party logistics partner was too far removed from their customer. CamelBak needed a partner to unify their commerce under one platform and deliver the digital experience their athletic, active lifestyle consumers expect.
The Convergence of Commerce and Storytelling
Sound experience design starts with an understanding of the end consumer. To understand how CamelBak’s loyalists, and soon-to-be loyalists, connected with and shopped for their products, we broke their audience into a series of personas that correspond with their attitudinal and behavioral segments.
Enabling Better Commerce
To turn experience-driven clicks into cash flow, we worked with CamelBak and their engineering partners to build a robust eCommerce platform powered by enterprise Microsoft Sitecore technology. This shift from a third-party logistics (3PL) provider into an integrated merchandising and logistics approach improves buyer experience and gives the CamelBak marketing teams more control over how they showcase and deliver their products to the end customer. Today’s consumers want to buy wherever, and whenever the want. We integrated a “Buy Locally” option into their platform that uses auto geolocation to drive in-store purchases for nearby distributors. This has resulted in increased conversion rates, higher sales, and more frequent SKU turnover.
Simplified Product Management
No matter how large or small your eCommerce or marketing team is, it is critical to save time through smarter technology. Our commerce build gives CamelBak the ability to make their products available for purchase, as well as track and deploy those products — all unified in one easy-to-use platform. So our commerce build not only delivers a better experience for the customer, but gives CamelBak’s brand managers extra time and bandwidth they need to provide value. Component-driven design and engineering techniques make for a scalable experience that lets us rapidly build new pages and templates to meet CamelBak’s expanding needs. Our flexible content management system build gives CamelBak the flexibility to quickly update merchandise, and run promotions. This not only saves them time and money, but allows for the personalization needed to meet consumer expectations.
Our Ways of Working
Our unique approach combines Design Thinking, Agile ways of working, and Lean Startup principles to drive innovation. A project is only as successful as the foundation it starts upon. We started with a rapid knowledge transfer that distilled all the information we needed to frame CamelBak’s business challenge. It broke down silos to identify the the people, processes, platforms, purpose, and outcomes that will define success. Next, our multidisciplinary team, hand-picked for their specific needs, generated ideas, concepts, and solutions. Everything from UX to keyword research, competitive analysis, content strategy, information architecture, and site mapping. We did the research and built all the concepts as real as they needed to be to test our hypotheses for what would resonate with CamelBak’s core customers and stakeholders. After rounds of iteration, we validated viable solutions that continue to drive business results.
What Gets Measured, Gets Improved
To improve CamelBak’s ability to dive into their data and assess the quality of their traffic, we made substantial improvements to their analytics infrastructure. We implemented the latest in progressive tracking procedures, including custom segments that identify critical on-site behavior. We also added new user behavior event tracking (add to cart, clicked related items, logged in), and set up conversion tracking for Facebook to allow CamelBak to optimize their campaign spend toward reaching specific conversion points. Additionally, we leveled up their advertising technology (ad-tech) stack to handle cart abandonment and uncover insights beyond clickstream behavior. Data from Google Analytics and their other ad-tech technologies will be invaluable for improving future promotions, merchandising, and advertising campaigns.
17% Increase in average order value
107% Increase in conversion rate for organic search traffic