Challenge
Q. How does an outwear company re-launch a brand that has been dormant for years
but still has brand recognition in the industry, and at the same time launch another new
brand AND a new corporate web site?
A. Design a user-focused Web site with valuable features to increase
customer conversion, retention and loyalty of its long-time customer base.
Background
The Gerry Brand has a long and rich history, starting in 1945, when Gerald "Gerry" Cunningham
founded Gerry Mountaineering Equipment Co. In the 1970's, the Gerry Sportswear Company
created the "Super Sweater", the original puffy down jackets. Gerry continues to be
a pioneer in the industry, supplying superior outerwear that combines versatility,
style, and performance.
Amerex Group, the company that owns the Gerry name, also needed to re-design its own
corporate web site, and in addition had a new brand called "Weather Tamer", a family-oriented line
of outerwear to launch. In all, 3 new web sites were needed, all with different content, audiences,
and goals.
Since August 2002, Amerex Group has been working with Business-Edge.com to enhance its online brand
presence, increase functionality and streamline performance to help meet its growth goals.
In addition, Amerex Group also worked with Business-Edge.com to develop a long-term site strategy
to provide a consistent customer experience across all Amerex Group channels, and deepen
relationships with customers to build loyalty.
Solution
Business-Edge.com helped Amerex Group apply a user-centric approach toward its Web site
strategy and development. Through research and workshops, Business-Edge.com and Amerex
Group collaborated on developing an iterative, long-term site strategy with initiatives
to increase conversion, grow online revenue, and increase customer retention.
Results
Since the web site launches in Fall 2002, Amerex Group has grown in many ways, by creating
licensing agreements with companies such as Gloria Vanderbilt, Rampage, and Earthbound,
becoming sponsors of events such as the 2003 NASTAR ski races, and increasing and
expanding their web presence with Business-Edge.com.
View the site: www.weather-tamer.com
View the site: www.amerexgroup.com
