HYTEST has no problem retaining the loyalty of their life-long customers. For the last 85 years, HYTEST has been on the cutting edge of protection – and comfort – when it comes to safety footwear. Eager to expand their B2C market share and reach new consumers, HYTEST approached CQL to elevate their online shopping experience. We brought together a strategic blend of design and technology to deliver a website that was visually engaging and functionally sound.
Visually Expressing a Built Tough Brand
After conducting extensive market research, HYTEST discovered the younger generation entering the workforce was looking for a bit more style in their shoes. On their days off, these consumers were often sporting active wear and athletic sneakers. HYTEST used these findings to inform their products, developing new boots and shoes with an athletic fit and fresh pops of color. We leveraged these consumer insights and paralleled this product shift when refreshing the HYTEST brand and redesigning the website. An energetic, built tough brand quickly took shape, channeling a look and feel that reflected enduring comfort and top-notch performance.
Choosing a Proven Commerce Platform
In addition to a new visual expression of the brand, we also recommended an updated ecommerce experience that could support the demands of this growing brand. Salesforce Commerce Cloud quickly emerged as the platform of choice. HYTEST needed a commerce solution that would reduce friction during the checkout process and create a more streamlined order fulfillment process. Previously, orders were sent to local distributors rather than being handled at the corporate level. By bringing order fulfillment in-house, HYTEST would now have more visibility into their inventory, alleviating a major pain point on the previous website.
Cross-department collaboration between our design and development teams was key to creating an easier online shopping experience and increasing conversions.
Read the full HYTEST case study here.