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Wrangling up content
Equestrian apparel and boot maker Ariat puts emphasis on product details.
Senior Editor, Research
Ariat launched a commerce-enabled site in the fall of 2010, aiming to provide lots of information about its products, often intricately decorated boots and other apparel for the horsey set. “Visitors come to the site to engage with the brand and research products, so we created an experience conducive to this shopping and browsing behavior,” says Holly Carrington, director, Ariat.com. Detailed product descriptions include a technologies button that displays the components that go into a pair of boots. Customers can sign up to get alerts when out-of-stock items are available. In spring 2011, Ariat.com added a community area with an equestrian events calendar and blogs from athletes. “They provide dynamic and engaging content which resonates well with Ariat consumers,” says Carrington.