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Web and E-Commerce Strategy

Web and E-Commerce Strategy. We started things late ( 2008) compared to most consumer apparel and footwear companies But, being late has had some advantages Our Strategy is focused on 3 teams and solutions working together: E-Commerce Websites and Store (part of Retail org)

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Web and E-Commerce Strategy

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  1. Web and E-Commerce Strategy • We started things late (2008) compared to most consumer apparel and footwear companies • But, being late has had some advantages • Our Strategy is focused on 3 teams and solutions working together: • E-Commerce Websites and Store (part of Retail org) • E-Commerce Marketing (part of Marketing org) • Social Media (part of Public Relations org)

  2. 1) E-Commerce Websites & Store • Japan and Korea sites were done as one-off outside of corporate direction in 2006 • Started standardized corporate effort in early 2008 • Live with first store (Columbia brand in the US) August 2009 • Now live with 22 standardized sites, 10 countries (US, Canada and 8 in Europe) all 4 brands

  3. Platform = Competitive Advantage • Hosted Solution (“In the Cloud”) • Scales quickly • Minimal IS support • Global • Multi-lingual • Multi-currency • Multi-character • Global partners • Efficiency • Common functionality • Shared code • Shared integrations • Ecommerce and non-commerce capabilities • No minimums! • Efficient staffing model

  4. Platform = Competitive Advantage Global “Template” Country Specific Elements Localized Sites Promotions & Events Currency & Payment Methods Translations (XML, images) Merchandising (product, pricing) Central “Front End” Platform Regional Order Management Systems & Fulfillment CA: 3PL Orders EU: 3PL US: Columbia

  5. Global Expansion • Europe - Ecommerce • Columbia & Sorel • 8 countries • 5 languages • Europe - Marketing • Columbia & MHW • 10 countries • 6 languages • Canada • Columbia & Sorel • 2 languages • China - Marketing • Columbia only; F’11 • Chinese (simplified) • Investigating ecommerce • U.S. • All 4 Brands • Ecommerce • Global Sorel Marketing • Country agnostic • No pricing, english-only

  6. Breaking New Ground 22 sites on one platform - #1 in the industry! 24 ecommerce sites - #2 in the industry!

  7. Brand Visibility +342% +531%

  8. 2) E-Commerce Marketing • Started in mid 2008, with basic branding and product marketing • Expanded in mid 2009 a couple of months before launching the first store • Strategy focuses on 3 major activities: • Acquisition of traffic/visits to the E-Commerce Stores • Conversion of visits into customers • Lifetime value for the customer

  9. E-Commerce Marketing Teams All Brands: COL, MHW, SOR, Montrail All Countries: US, Canada, 8 in Europe Traffic, Impressions $$, brand advocacy • Acquisition • Search • Affiliate • Banners • Comparison shopping • Impressions • Clicks • ROI metrics • (quality traffic/buyers) • Conversion • Site marketing & Promotions • User Experience • Site Testing • Site Conversion • Data capture – registration, opt-in, loyalty, non-loyalty • Sales path conversion • Lifetime Value • Email • Promotions • Loyalty • Buyer Frequency - • Contributions per (members, sign-up, visitor) • Brand advocacy Channels Metrics

  10. 3) Social Media – Brand and Product • Started in mid 2009, a couple of months before launching the first store, as part of marketing efforts • Restarted in January 2011, under public relations team • New Strategy: • Institute legal/crisis safeguards, policies, training and monitoring • Focus on brands awareness and product innovation • Expand based on common consistent approach with just a few focused tools • See where it goes

  11. Social Media – Brand and Product • Focused tools include: • Twitter • Facebook • YouTube • Tumblr • Team of 6 in PR manage all these along with other more standard PR tasks

  12. Social Media – HR • Human Resources is now using LinkedIn as an integral part of our recruiting and talent acquisition efforts

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