West Marine Case
Study
|
West
Marine operates
more than 260
stores in North
America, stocking
well over 50,000
boating products
-- everything
from basic lifejackets
to the most
advanced marine
electronics.
The company
also serves
customers in
more than 150
countries through
established
mail order and
growing e-commerce
operations. |
| Challenge |
|
|
Having
just set sail in e-commerce
seas, West Marine needed a
solution that could accurately
identify their Web visitors'
characteristics and behavior.
The goal was to reel in more
customers -- both online and
on dry land -- by segmenting
the market and sending targeted
promotions to an array of
audience types. |
| Solution |
In a
strategically phased program,
West Marine began by using
RoiLogix to collect visitor
data in 50 key Analytics categories.
Next, to generate new waves
of revenue with the data,
West Marine delivered customized
content to their various types
of visitors using RoiLogix
personalization. |
To land
greater numbers of international
online buyers, the company
launched a series of foreign
language campaigns that presented
convenient shipping information
to international Web visitors.
And to increase sales on home
shores, West Marine used another
geographic business rule to
drive online traffic to sales
and special events at local
outlets. |
| Results |
In addition
to boosting Web usability,
reach and revenue, RoiLogix
helped West Marine understand
why some customers prefer
to buy online. RoiLogix's
geography-based campaigns
gave North American visitors
opportunity to benefit from
local in-store promotions
-- something rarely available
through a Web site -- and
international orders increased
because customers received
language-appropriate shipping
details they could bite into. |
| "We are is using RoiLogix
to converge our retail channels
and convert online customers
into retail customers. The geography-based
campaigns allow us to advertise
local store seminars and events
to our Web customers, without
asking the customer for explicit
data." |
| --Tony Gasparich,
VP of Marketing, West Marine |
