Merrell.com, an outdoor footwear and apparel manufacturer, this week launched a redesigned web site that uses a rich Internet application to give shoppers easy-to-use enhanced shopping capabilities and interactive experiences.
The relaunched site is optimized with Adobe Flex 2, an application that provides a richer user interface, smoother and easier navigation, full-screen product view options, video integration and other features. The technology allows Merrell to design filters that enable consumers to create targeted searches, such as by outdoor activity, color, comfort technology features, style and terrain to be tackled.
“The new Merrell.com is a unique, interactive and outdoor-focused destination that inspires the outdoor athlete in everyone,” says Stephanie Tully, marketing manager.
The site also features interactive stories and videos. The Performance & Style section highlights new product development stories and product features while Let’s Get Outside enables consumers to interact with one another and tell their own outdoor adventure tales.
The Merrell TV section provides an online venue for the company to showcase brand and product attributes, such as a video featuring a Merrell designer and developer discussing the innovations in the Merrell Running collection.
While consumer response to the redesign is generally positive, there are complaints that the site loads too slowly, Tully says. “We are making the file size smaller, getting rid of some of the navigation, trying to optimize it as much as possible so that we can get the load time to be a little bit quicker,” she says.
But the site redesign is getting a mostly favorable response, Tully says. “People say the site is 100% better, has much more of that brand feel to it, and is less e-commerce-looking.” Consumers particularly like the easy-to-use navigation, product filters, additional product views and consumer reviews, she says.
As part of the relaunch, Merrell this month will donate $5 per order on Merrell.com to the Youth Outdoors Legacy Fund, a nonprofit organization.
Merrell is a brand within the outdoor group division of Wolverine World Wide Inc. The company’s other brands include Patagonia footwear, Hush Puppies and Sebago.