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 IR Blogs

FPO

John Pincott / E-Commerce

The secrets to success of buy online, pick up in store

Training, signage and motivation are all critical elements to making in-store pickup work. If done ...

FPO

Meyar Sheik / E-Commerce

Time to spring clean your digital retail strategies

With holiday promotions starting as early as September, now is the time to assess the ...

Advertisement