Carol’s Daughter sells hair and skin care products primarily to African-American women.
Shoppers who buy vacations on Ski.com receive discounts on Rossignol skis.
Ski gear manufacturer and e-retailer Rossignol has decided to go where it customers are: ski vacation site Ski.com. Consumers who book a trip through that site receive a 5% discount on Rossignol products, plus a free ski boot and helmet backpack.
Both sites share a common customer demographic, which can reduce Rossignol’s marketing toil, says Tait Wardlaw, vice president of marketing at Rossignol. “Skiers are a very passionate group of customers and what’s nice about that is that we don’t need to spend a lot of time mining skiers out of thin air or massive populations of people,” he says. “We know places where they tend to virtually congregate and certainly Ski.com is one of them.”
After buying a vacation on Ski.com, shoppers will receive an online code they can use on Store.Rossignol.com toward the purchase of products from the retailer’s Experience line of skis and snowboards.
The e-retailer expects that drawing traffic from Ski.com will not only boost sales on its e-commerce site, but also raise brand awareness of the retailer’s line of skis and snowboards. “While I expect there to be a few sales directly through this channel, I also expect an overall increase in product awareness and demand,” Wardlaw says.
Rossignol launched its online store about four years ago and uses e-commerce platform, order management and fulfillment services from Shopatron Inc. While the e-retailer would not disclose online sales figures, Wardlaw says Rossignol is on track to increase web sales 10% this year.