New Reebok global website puts customers in control
New Reebok.com website allows the brand to spend more time with consumers whilst driving brand and commerce
12 June 2008, Boston, USA ---- Global sports brand Reebok (http://www.reebok.com) announces that its new global state of the art website is meeting early performance targets just one month after launch. The site, which was in soft launched in April 2008 in the UK and France after nine months in development, now puts visitors firmly in control, whilst driving online sales and brand engagement.
Reebok.com users are encouraged to register for the website, where they can then create their own profile. Through the My Preferences section, users can rank how interested they are in a range of sports from 0 to 10 including basketball, football, running, cricket and yoga. Additionally, they can set their favourite colours which will in turn show products in these colours by default wherever possible.
Reebok’s head of global brand marketing, Richard Prenderville explains, “A major goal of re-building the Reebok.com website was to provide our customers with an improved and personalised experience each time they visited the site. If they so choose, the site has been built to learn about the them as they navigate the website, either from their computer or mobile phone which allows us to present a tailored experience.”
The e-commerce functionality, previously managed by a third party, has been brought in-house for the first time. This allows for cross-merchandising of products and up-selling consumers into outfits based on the collection, the product type as well as the customers own personal tastes and shopping behaviour. Since the launch one month ago, Reebok has seen an increase of over 10 per cent on the previous average order value.
Catherine Thomason, Reebok’s head of digital commerce explains, “We have seen a significant increase and are finding that more people are buying multiple items – the key drivers for which are three-fold. The merchandising is managed entirely in-house, which means that we are able to display the entire breadth of our product range, the “you may also like” (or cross sell / up sell) option is introducing new and complementary products and we have implemented a cleaner, simpler check-out process specifically designed with our current consumer in mind.”
“We wanted to make the online shopping experience as fun and painless as it is in a bricks-and-mortar store and we have ensured the Reebok.com store is as akin to shopping in a real store as possible. The experience is managed by allowing shoppers to have a visual cart alongside them at all times, a one page check-out experience and product interactivity – both through the site and with their mobile phone,” concludes Thomason.
The new Reebok.com website is unique in the athletic footwear and apparel industry, in that it delivers an intuitive consumer journey between brand and product whilst driving sales both off and online. At every touch point on the Reebok.com website, consumers will have the opportunity to view more information about a particular product, add it to their shopping cart, locate it in a retail store or send it to their mobile phone to show friends – which in turn also begins to build a customised WAP site for their mobile phone.
In the latter half of 2008, the Reebok website will allow for consumer engagement through product ratings and reviews; presenting more interesting ways of creating a two-way dialogue between Reebok and its consumers.
----Notes to editors----
More information on the new Reebok.com website is available in a video produced by Reebok at http://snipr.com/reebok-video-1
Photographs are available of the Reebok team. Images and creatives of the new Reebok website (includes registration pages) are available here http://snipr.com/reebok-images-logos or upon request.
The media spokesperson for Reebok for this release is Richard Prenderville, head of global brand marketing.
Reebok International Ltd., headquartered in Canton, Massachusetts, is a leading worldwide designer, marketer and distributor of sports, fitness and casual footwear, apparel and equipment.
A subsidiary of the adidas Group, the company operates under the multiple divisions of the Reebok brand, Reebok-CCM Hockey and the Sports Licensed Division. For more information, visit Reebok at http://www.reebok.com.