Inside Columbia’s 34% Customer Conversion Improvement
Shifting from manual to automated product recommendations drives a 67% increase in recommended sales, lifting conversion along the way.
Columbia Sportswear has established firm footing at the top of the outdoor apparel market. While the iconic multichannel brand has been around for 70 years, it wasn’t until August 2009 that the company began investing considerably in e-commerce. They evaluated product recommendation solutions from several vendors, ultimately choosing the Boost Recommendations Engine from local start-up 4-Tell, Inc. “We were initially intrigued by the vendor’s agility and how rapidly its solution could be implemented,” says Thad Kaczmarek, director of e-commerce at Columbia Sportswear. “The solution is built on a simple algorithm, and it only took about 10 hours of development time to interface with our Demandware e-commerce platform.” The solution tracks customer purchase and browsing history, using that data to automate the presentation of personalized recommendations while users shop.