Hat Club, a leading retailer of baseball caps, skater hats and accessories, was seeking ways to increase revenue and generate respect and loyalty within their brand for both their online and offline channels. E-commerce was an area the internal marketing team had dabbled in—enough to launch the online sales effort and sell hats online. However, it was time to get more serious about selling merchandise online. Hat Club turned to Terralever to show them how to do it strategically, effectively, and with great success.
Objective:
Terralever and Hat Club wanted to create an online experience that would not only raise, but reset the bar for sports retail e-commerce. High importance was set on creating a strong presence on search engines and stimulating Hat Club Membership to create loyalty, repeat web site visits and revenue.
Solution:
Terralever envisioned a premiere membership-based, e-commerce web site, coupled with a balanced campaign of SEO, PPC, email marketing and social media marketing as Hat Club’s solution. Terralever provided an extensive strategic plan, e-commerce website design and development and a proactive strategy and analytics program.
Results:
Hat Club’s online sales are up 245% since Q2 2008. Hatclub.com, formerly listed as the most poorly performing retail outpost across Hat Club, is currently the top selling, surpassing its counterpart brick and mortar store locations. Awareness and affinity for Hat Club online has grown steadily since the execution of Terralever’s online marketing plan. The combined approach of sustained online marketing and the launch of a new persona-based, search engine optimized website, has produced a steady increase in Hat Club’s online performance metrics.
Comparing web visitors ending Q2 2009 with the same period 2008, Hat Club boasts a 175% increase in traffic, while maintaining an industry enviable balance of returning and new clientele. Additionally, Hat Club increased pageviews and time spent on site by 280%, while reducing the site’s total bounce rate by 15% across the same period. Within the first quarter of proactive online marketing, revenue increased 245% year over year, and continues to trend upward in a down economy.
SUMMARY
Product: Baseball caps & accessories
Retail locations: 21
Online: hatclub.com
Target Market: Fashion-minded millennials
Founded: 2001
Online Results
- Visits: +175%
- Unique Visitors: +175%
- Pageviews: +280%
- Online Sales: +245%
- Bounce Rate: -15%
