Reebok said its new interactive website, soft launched in April 2008 in the UK and France after nine months in development, is meeting early performance targets. Reebok.com users are encouraged to register for the website and create their own profile. Through My Preferences, users can rank how interested they are in a range of sports from 0 to 10 including football, running and yoga. Additionally, they can set their favourite colors which will in turn show products in these colours by default wherever possible.
Reebok said the e-commerce functionality, previously managed by a third party, has been brought in-house for the first time. This allows for cross-merchandising of products and up-selling consumers into outfits based on the collection, product type and the customers own personal tastes and shopping behaviour. Since the launch one month ago, Reebok have seen an increase of over 10 percent on the previous average order value.
Catherine Thomason, Reebok's head of digital commerce explains, “We have seen a significant increase and are finding that more people are buying multiple items – the key drivers for which are three-fold. The merchandising is managed entirely in-house, which means we are able to display the entire breadth of our product range, the “you may also like” (or cross sell / up sell) option introduces new and complementary products and we have a cleaner, simpler check-out process specifically designed with our current consumer in mind.”
“We wanted to make the online shopping experience as fun and painless as it is in a bricks-and-mortar store and we have ensured the Reebok.com store is as akin to shopping in a real store as possible. The experience is managed by allowing shoppers to have a visual cart alongside them at all times, a one page check-out experience and product interactivity – both through the site and with their mobile phone,” concludes Thomason.
The new Reebok.com website will also provide the opportunity for browsers to view more information about a particular product, add it to their shopping cart, locate it in a retail store or send to their mobile phone- which in turn also begins to build a customised WAP site for their mobile phone. In the latter half of 2008, the Reebok website will allow for consumer engagement through product ratings and reviews.