August 4, 2010, 1:55 PM

SierraTradingPost.com attracts 25 million visitors in first half

Online shoppers also viewed 301 million pages in the first six months of 2010.

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Sierra Trading Post targets consumers looking to explore the outdoors, but in the first half of 2010 it did a good job of bringing shoppers into its online store. 

The retailer, No. 74 in the Internet Retailer Top 500 Guide, says 25 million unique visitors landed at SierraTradingPost.com in the first six months of this year, viewing 301 million pages. Those stats rank it as the 1,454th most active web site in the U.S. according to web traffic measurement firm Compete.com, Sierra says. The retailer also claims 99.9% uptime for its retail site and says it shipped 983,000 orders from its fulfillment center during the first two quarters. 

To build on that growth, the outdoor apparel and gear retailer adds that’s it is planning a site relaunch.

“We’re always on the lookout for ways to improve the online shopping experience for our customers,” says Andy Newlin, director of e-commerce for Sierra Trading Post. “We’re very close to launching the fourth generation of our web site, which will make it much easier for customers to find exactly what they’re looking for.”

SierraTradingPost.com, which posted Internet Retailer-estimated web sales of $205.26 million in 2009, up 2.2% from an estimated $200.80 million in web sales for 2008, has added some new features to its site in the past year. Late last year, it added a question-and-answer feature that enables a customer to post questions on product pages and leave his e-mail address so that the retailer can notify him when his question is answered. In the first five months after the tool was launched Sierra says click-throughs increased 300% over the company’s previous e-mail campaigns for shoppers who posted a question and received an e-mail notifying them that their answer was posted. And conversions for those shoppers were 50% higher than shoppers who received other marketing e-mails.

Additionally, in April, Sierra expanded shipping to 44 new countries,  including the Bahamas, Portugal, Germany and Thailand. The cataloger and e-retailer now ships to consumers in 92 countries.

The website "Sierra Trading Post Germany" answers the question of how a worldwide retailer overcomes language barriers to increase interaction with non-English-speaking customers. SierraTradingPost.de is a German-language website that connects Cheyenne, WY-based Sierra Trading Post to its German-speaking customers.

“German speakers account for roughly 5% of our web site visitors out of the 200 or so foreign languages we track. There’s a lot of German interest and enthusiasm for our products,” says Justin Johnson, online marketing manager for Sierra Trading Post. “German customers want to know more about us, and it’s up to us to provide a rich, relevant and helpful customer experience for German speakers, no matter where they live.” This is just one of several new foreign sites Sierra Trading Post will launch in the next several months, says Johnson. “Look for at least four more sites before the end of the year.”

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