When we began working with Merrell we didn't know where the partnership would take us. With the brand now topping $600M in annual sales, we have been alongside Merrell as their ecommerce partner for over 15 years.
When Merrell became part of the Wolverine Worldwide family of companies, we worked with their marketing teams as they adopted digital strategies to augment their already powerful ground-game.
What started with us as part of a skunk-works team, figuring out how to leverage an existing bricks-n-mortar operation for online sales, became the engine that propelled it to be honored as one of the webs most powerful brands.
To grow Merrell’s business, we built a Consumer Insights Database to help their e-marketers understand the end-consumer and direct campaigns and product development efforts.
By linking disparate data sources, Merrell had a wealth of information about consumers: online purchase history, event data, user registration, website visitor information, product registration, and email response information.
We also integrated data from Omniture to provide detailed behavioral web tracking. This system helps marketers hone and target their efforts.
Today, and throughout this partnership, Wolverine’s global ecommerce sales have seen more than one million customers move through our technology platforms. The system we have built has become a major business engine for Wolverine’s brands like Hush Puppies, Merrell, Wolverine, Cushe and others.