November 30, 2012, 10:04 AM

Thenorthface.com: Showing the way

The company is making extensive use of video, such as clips of employees presenting apparel on product pages.

Lead Photo

Brand manufacturer and retailer The North Face is in a near-perpetual e-commerce site upgrade mode, says Greg Pulsifer, general manager of e-commerce. The most recent redesign introduced vertical tabs on the left side of the home page, four of which feature full-screen images of the company’s apparel and gear and its sponsored athletes in action. A fifth tab promotes mobile apps. The company is making extensive use of video, including clips that show a mountain climbing event, how a new garment performs in the field and employees presenting apparel on product pages. The latter are producing solid results, Pulsifer says. “We’re doing videos with employees talking about products and those who watch the videos are converting at a 50% higher rate than those who don’t,” he says.

Purchase the 2013 Hot 100 Issue of Internet Retailer

View the entire 2013 Hot 100 List

comments powered by Disqus

Advertisement

Advertisement

Advertisement

From IR Blogs

FPO

Allison Enright / E-Commerce

Day one with an Amazon Dash Button

My first Amazon Dash Button was delivered yesterday. My first order placed with it will ...

FPO

Reuben Hendell / E-Commerce

How branded content engages online shoppers

There are many types of content specific to a brand that can set that brand ...

Advertisement