Making an impact
Last season, evo used Mercado to create customer
results pages “that we can very easily and
quickly toggle, so now we link to a legitimate
landing page within our search navigation.”
Decker was hopeful that the platform would boost
evo’s conversion rate, which is currently
between 0.68 and 2 percent.
“We want to represent more than just someplace
to come to make a sale and get a quick deal,” he
says. “We want to have a much more lasting
impression, sort of bringing in multiple aspects
of the sports including … clothing items that
might be worn off the mountain that relate with
the style and trend that’s happening on
mountain.”
Officials at Mercado, which also provides
solutions for the likes of Macy’s and
Overstock.com, say evo is a special company, the
kind that’s full of talent and is making an
impact on the market.
“These are just super bright guys,” says Susan
Chapman, Mercado’s director of merchandising.
“They want to build a sense of community on
their website.”
Like its better-known rival REI, evo also
attempts to entertain its audience, Chapman
says. “They’re trying to build that whole
stickiness,” she says. “You’re not just going in
to buy a pair of skis. You’re trying to find
everything about skiing – about the skis
themselves, the sport, what you’re trying to buy
while you’re doing this fun research. … It’s
everything about that experience and putting
yourself into the lifestyle.” |
