The Athlete’s Foot’s new website yields great results – via digital marketing agency Netstarter and cloud computing provider Rackspace
RCG Corporation Limited (ASX: RGC) shoe store brand, The Athlete’s Foot, partnered with ecommerce and digital marketing agency Netstarter and cloud computing provider, Rackspace. The agency developed their strategy, which resulted in the official launch of their new Magento enterprise ecommerce website on the 31st May 2012.
Netstarter delivered on the new website goals which include the ability to extend their in-store value-add services, strengthen their customer service value proposition, promote their retail outlets and franchisees and develop a profitable online store as an additional channel to support their customers.
Netstarter’s robust architecture supports their 15000+ SKU’s, the integration of their ERP, gift card purchase, loyalty database and shipping solution. The development supports a sophisticated search feature that delivers to a consistent brand experience around the proposition of fit. While the ultimate fit is achieved in store, the online Footwear Finder is able to give customers a series of footwear recommendations to purchase, based on their lifestyle needs. Add to that The Athlete’s Foot 100 Days Online return policy so if the customer is not 100% satisfied with the fit they can either return their goods online or visit any one of over 130 stores across Australia.
Critical to realising The Athlete’s Foot’s overall multi-channel retail objectives, via the online channel, is the store locator, which allows franchisees to promote their individual stores with specific content.
Netstarter partnered with Rackspace for their scalability, reliability, security and Fanatical Support. Rackspace’s guaranteed 100% uptime together with their 27x7x365 support commitment means that The Athlete’s Foot’s online experience for customers is never interrupted.
Says Mark Randall, Rackspace’s Australia and New Zealand country manager: “This is a perfect example of how a brick and mortar retailer can use Rackspace to host their Magento software and have our partner, Netstarter, to develop their overall strategy. We are thrilled to be part of the project and help building a strong online presence for our customer.”
Netstarter’s SEO implementation during the site’s development has attained a search friendly website design, making the site more visible to Google and the brand top of mind for online customers.
Results via Google Analytics May 2012 – July 2012:
- 50% Increase in new non brand visits
- 75% Increase in monthly visits
- 86% Decrease in cost per click
- 11% Increase in sales conversions due to non brand search (June to July Only)
- 47% of target keywords now appear on page 1
Says Mark Teperson, RCG’s director of product & marketing: “Our ongoing partnership with Netstarter is instrumental to our multi-channel strategy. Their intelligence in enterprise level ecommerce provided a dominant mix of ecommerce solutions and technology partners such as Magento and Rackspace.
The outcomes allow us to take full advantage of this channel, with a profitable ecommerce site that can succeed to our business goals.”
The continuous optimisation of the new website will be managed by Netstarter.