{"id":4549,"date":"2020-01-12T14:29:47","date_gmt":"2020-01-12T14:29:47","guid":{"rendered":"http:\/\/demo-content.kaliumtheme.com\/freelancer\/?post_type=portfolio&p=2124"},"modified":"2024-02-16T22:24:55","modified_gmt":"2024-02-16T22:24:55","slug":"keen","status":"publish","type":"portfolio","link":"https:\/\/winetrout.com\/portfolio\/portfolio\/keen\/","title":{"rendered":"KEEN Footwear"},"content":{"rendered":"

CMO & Chief Digital Officer AAXIS<\/strong>\u00a0| 2012 \u2013 2018<\/p>\n

THE GOAL<\/span><\/span><\/span><\/span><\/h3>\n

KEEN wanted to increase DTC sales in an effort to drive top-line growth, improve margins and build direct relationships with their community of passionate consumers. <\/span><\/span><\/p>\n

While <\/span><\/span>increasing ecommerce sales, KEEN also wanted to minimize <\/span><\/span>channel conflict with key retailers, such as REI, <\/span><\/span>Zappos, Amazon and others.<\/span><\/span><\/p>\n

THE SOLUTION<\/span><\/span><\/h3>\n

Working with KEEN’s CEO, CMO and CFO, I led the strategy and full execution of the following:<\/span><\/span><\/p>\n

    \n
  • Strategy – <\/span><\/b>Revised DTC channel strategy, based on market analysis and brand strength, that allowed KEEN to grow DTC sales while minimizing sales impact to any single <\/span>retailer.<\/span>\u200b<\/li>\n<\/ul>\n
      \n
    • Operations – <\/span><\/b>Fixed DTC inventory challenges, to equally support KEEN\u2019s DTC sales channel and 3<\/span>rd<\/span> party retailers,\u00a0<\/span>as online sales\u00a0<\/span>opportunities were frequently missed due to majority of product being\u00a0<\/span>reserved for retail channel.<\/span>\u200b<\/li>\n<\/ul>\n
        \n
      • Acquisition – <\/span><\/b>Introduced formal SEO program to increase non-pad traffic, as paid advertising was\u00a0<\/span>seen as a threat to channel partners.<\/span>\u200b<\/li>\n<\/ul>\n
          \n
        • Conversion – <\/strong>I<\/span>mproved overall website usability, allowing customers to more easily browse\u00a0<\/span>products, with changes to <\/span>information architecture, site search, navigation, and <\/span>product merchandising.<\/span><\/li>\n<\/ul>\n
            \n
          • Retention – <\/strong><\/span><\/b>Unified social media with ecommerce, creating a flow from authentic user stories to products users could buy online<\/span>.<\/span><\/li>\n<\/ul>\n

            THE RESULTS<\/span><\/span><\/h3>\n
              \n
            • Total YOY sales increased by $700k<\/span><\/b><\/li>\n
            • Sales from SEO increased<\/span><\/b> by 65% YOY, boosting organic traffic by 30%<\/span><\/li>\n
            • Conversion rates increased 16% and average order values improved by 12%<\/span><\/b>, due to <\/span>website user experience changes<\/span>\u200b<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"

              CMO & Chief Digital Officer AAXIS\u00a0| 2012 \u2013 2018 THE GOAL KEEN wanted to increase DTC sales in an effort to drive top-line growth, improve margins and build direct relationships with their community of passionate consumers. While increasing ecommerce sales, KEEN also wanted to minimize channel conflict with key retailers, such as REI, Zappos, Amazon…<\/p>\n","protected":false},"author":1,"featured_media":3823,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"footnotes":""},"portfolio_category":[36,38,40,41],"portfolio_tag":[],"class_list":["post-4549","portfolio","type-portfolio","status-publish","has-post-thumbnail","hentry","portfolio_category-dtc","portfolio_category-mfgs","portfolio_category-apparel","portfolio_category-sports"],"acf":[],"yoast_head":"\nKEEN Footwear - Rence Winetrout - Work Portfolio<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/winetrout.com\/portfolio\/portfolio\/keen\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"KEEN Footwear - Rence Winetrout - Work Portfolio\" \/>\n<meta property=\"og:description\" content=\"CMO & Chief Digital Officer AAXIS\u00a0| 2012 \u2013 2018 THE GOAL KEEN wanted to increase DTC sales in an effort to drive top-line growth, improve margins and build direct relationships with their community of passionate consumers. 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