ISSUE:  

How to generate incremental revenue online by redesigning an outdated print catalog format.

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STRATEGIES:

• Refocused imagery toward younger target market through use of active, lifestyle photography that depicted a passion for swimming, lifeguarding

• Improved catalog shopability by loosening up layouts to allow for hero images, and to improve product segmentation by category

• Built brand awareness by creating distinct treatment for Kiefer-branded products within multiple brand spreads

• Drove online traffic by sending readers online for full assortment, promoting online tools, teasing blog and promotion of easy online ordering

• Reinforced trustworthiness by integrating peer reviews and social reinforcement into page layouts

 

RESULTS:

• Catalog revenue increased 38% over previous year, and average order (AOV) increased 40% with catalog-only AOV 33% higher than online-only orders

• Direct traffic to site increased significantly to top traffic driver, and conversion rate increased to almost 6% which is 2x higher than average site conversion rate

• New layout generated significant cross-selling across categories including 67% of lifeguard customer sales and 79% of Facility customer sales coming from other product category adds-ons

• Lifetime value of B2B catalog customers 8x times higher than B2B online channels (organic, CPC), and B2C 6x higher than same online channels

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