June 2, 2010, 2:44 PM

New navigation and digital images boosted Under Armour’s 2009 growth

Under Armour credits web site upgrades for a 51% online sales increase in 2009.

Bill Briggs

Senior Editor

Lead Photo

Mark Kuhns

Sports apparel and gear manufacturer Under Armour Inc. saw 2009 online sales increase by 51%. Credit for the online sales increase goes to overall web site upgrades made last year, which improved both the ways shoppers find products and how they are presented, says Under Armour vice president of e-commerce Mark Kuhns.

“We implemented aggressively the results of the ForeSee Results customer satisfaction survey, by listening to what consumers were saying about navigation, merchandising, product views and content,” Kuhns says. “For example, shoppers wanted to know what other people felt about our products and how others described the products.”

Under Armour, No. 215 in the Internet Retailer Top 500 Guide, deployed technology from Bazaarvoice for customer reviews. The consumer brand manufacturer also upgraded site navigation to help shoppers locate products by sport and gender, and converted its product images to digital photographs that offered more visual details. 

“Another key piece was our social media strategies, including Facebook,” Kuhns says. “Our intention is to represent our brand and give people a forum for what they want to say. But we’re also listening and we want to respond with concepts and ideas we’re working on.”

In 2010, Under Armour plans to implement mobile commerce and product customization, Kuhns says. Changes to UnderArmour.com will be minor in 2010, but a site redesign is on the calendar for 2011.


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