customer story:MakingWebsiteOptimizationStridestoSupportIn-StoreSalesa publication from
AboutFamousFootwearMore than 40 years ago, Famous Footwear began as a single store inMadison, Wisconsin. Offering “brand n...
The Monetate Success Team sat down with Kristin Massaro, eCommerce Marketing Specialist at FamousFootwear’s parent company...
Famous Footwear has always been dedicated to making sure marketing campaigns areconsistent for both in-store and online sh...
What are some of your favorite tests and campaigns? Have you uncovered any surprising results?We’ve been using geotargetin...
What’s next for Famous Footwear?Using Monetate has opened up so many doors and created so muchflexibility for FamousFootwe...
Expert Optimization ResourcesValuable case studies, eBooks, white papers, webinars & infographicsmonetate.com/resourcesReq...
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Famous Footwear: Making Website Optimization Strides to Support In-Store Sales

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Find out how Famous Footwear keeps its omnichannel strategy in step with customer needs by learning about website visitors, then using geotargeting and relevant experiences that sync with in-store promotions.

Run your business with unprecedented agility with help from the Monetate Success Team. View more website optimization resources at http://www.monetate.com/resources

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Famous Footwear: Making Website Optimization Strides to Support In-Store Sales

  1. 1. customer story:MakingWebsiteOptimizationStridestoSupportIn-StoreSalesa publication from
  2. 2. AboutFamousFootwearMore than 40 years ago, Famous Footwear began as a single store inMadison, Wisconsin. Offering “brand name shoes for less,” that onestore rapidly expanded and eventually grew into a national chain. Today,Famous Footwear boasts more than 925 brick-and-mortar locations acrossthe United States, plus the FamousFootwear.com website.As Famous Footwear continues to grow, the brand sets itself apart fromthe competition by ensuring marketing campaigns are consistent acrossall channels. This omnichannel focus has been driving increased in-storeand online sales, offering customers a first-rate shopping experience nomatter how they choose to shop with Famous Footwear.Making Website Optimization Strides to Support In-Store Salesa monetate customer story | 2
  3. 3. The Monetate Success Team sat down with Kristin Massaro, eCommerce Marketing Specialist at FamousFootwear’s parent company, Brown Shoe Co., to talk about how this omnichannel retailer uses Monetate.How has using Monetate changed Famous Footwear’s website testing and optimization strategy?We never had a tool to do this kind of optimization before Monetate. Oftenwe’d ask ourselves internally what we thought would resonate with ourcustomers, and what might make their shopping experience quick andeasy. Then we’d generate homepage A/B tests to see if there was anyconversion impact.We now have a wide array of tests we can run with Monetate. We candevelop a better picture of what our visitors want, and can respond to thatalmost immediately. Beyond all of those benefits, Monetate is great for meas a marketer because I have control over the tests and campaigns.Making Website Optimization Strides to Support In-Store Sales
  4. 4. Famous Footwear has always been dedicated to making sure marketing campaigns areconsistent for both in-store and online shoppers. How does creating this experiencefor Famous Footwear shoppers factor into website testing and optimization?Syncing up our in-store and online experiences for customers is one of ourtop priorities. We want customers to find what they need quickly whenthey’re interacting with our brand, even if it’s just a store locator on thewebsite. Sure, we’re focused on conversions online, but if a visitor comesto our website and then goes into a Famous Footwear store to make apurchase, we consider that a success, too.Creating the omnichannel experience really comes down to ongoingcommunication between different departments to make sure we’re tellingthe same story across the Famous Footwear brand. One of the ways weensure omnichannel consistency is basing our online campaigns on thein-store marketing calendars. For example, if we know our stores will bepromoting an athletic sale in February, it’s key to reflect that promotiononline as well. It’s key to create partnerships with our in-store marketingteam and the merchandising team.We’re excited to leverage geotargeting, run somecool tests, and learn even more about what makesa great shopping experience for our customers.- Kristin Massaro, eCommerce Marketing Specialist, Brown Shoe Co.Making Website Optimization Strides to Support In-Store Salesa monetate customer story | 4
  5. 5. What are some of your favorite tests and campaigns? Have you uncovered any surprising results?We’ve been using geotargeting to promote our events to specific visitorsbased on their proximity to a store. For instance, we can now let peopleknow within a certain mile radius when a Famous Footwear location isopening in their area. We also used this feature when we had a “FashionNight Out“ event at our New York City location during Fashion Week.Our special events team utilizes this feature. Their goal is to oversee allof these store events, but we could never communicate directly withconsumers in those areas. Now that we have the ability to target using ZIPcodes, it’s been great.Making Website Optimization Strides to Support In-Store Salesa monetate customer story | 5
  6. 6. What’s next for Famous Footwear?Using Monetate has opened up so many doors and created so muchflexibility for FamousFootwear.com. We’re already learning so much aboutour visitors, particularly about their online and in-store experiences andshopping behaviors. We’re excited to leverage geotargeting, run somecool tests, and learn even more about what makes a great shoppingexperience for our customers.Monetate is great for me as a marketer becauseI have control over the tests and campaigns.- Kristin Massaro, eCommerce Marketing Specialist, Brown Shoe Co.Making Website Optimization Strides to Support In-Store Salesa monetate customer story | 6
  7. 7. Expert Optimization ResourcesValuable case studies, eBooks, white papers, webinars & infographicsmonetate.com/resourcesRequest a DemoCall 877-MONETATE (US) l 484-323-6313 (around the world)demo.monetate.com1-877-MONETATE | 484-323-6313 | www.monetate.com©2013 Monetate Inc. All Rights Reserved

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