November 29, 2011, 1:29 PM

Wrangling up content


Equestrian apparel and boot maker Ariat puts emphasis on product details.

Lead Photo

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.

comments powered by Disqus

Advertisement

Advertisement

Advertisement

From The IR Blog

FPO

Pablo Palatnik / E-Commerce

Holiday search marketing tips for online retailers

With Google devoting less space to search ads, those positions become more valuable than ever.

FPO

Bart Mroz / E-Commerce

Drive Back to School online sales even after classes begin

Parents don’t always get through their entire shopping list by the time school starts, so ...

Advertisement