Situation
Coleman is the leader in quality outdoor products, with a rich heritage that invokes nostalgic memories of camping with friends and family. The iconic Coleman lantern, stove, grill, and tent is woven into the culture of outdoor experiences. However, the well-respected Coleman brand suffered from an online presence that was outdated, off-brand, and difficult to manage. Coleman sought an interactive development partner to redesign the Coleman website, increase traffic, increase online sales and reduce customer usability issues and customer support calls.
Solution
n-tara interactive was selected by Coleman to be the company’s interactive agency partner. We started with an all-inclusive discovery process to determine business goals, user goals, and the behaviors of Coleman's customers online. These types of insights helped us to shape the information architecture and design of the site to accommodate trends in purchases and product interests. The process resulted in the conclusion that a phased approach was in the best interest of our client, with the first phase goal of putting a fresh coat of paint on a decade old platform.
Success
Launched in May 2009, the new coleman.com is a fresh expression of a historic brand. The site has reduced obstacles that inhibit Coleman customers’ ability to find, research and buy products. Reframing the brand online has not only provided a better user experience, but has resulted in a 9.5% increase in traffic and a 9.6% increase in organic search traffic, measured against the same time period in 2008.
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