Merrell, a name synonymous with adventure and performance is a brand owned by the RCG Group in Australia, a long-time customer of ours. When the RCG Group decided it was time to take its brand with 30 years of hiking experience online locally, we were excited to get involved. The goal for the project was to design a multi-site Magento solution that would run Marrell as well as a number of their other shoe brand including Saucony and Sperry.
The project started with a consumer-focused approach. Customer personas were used as the foundation for the user journey flow and wireframes, ensuring the site catered to the specific needs of its customers. The look and feel focused largely on the athletic, outdoorsy theme that the brand is known for. Social media is an important part of Merrell's online strategy. The website leverages the social content by pulling the feeds into a stream on the homepage comprising of Facebook, videos, blogs and photos from Instagram.
With any new site, SEO is an important factor. Netstarter's SEO team focused on a tiered strategy to ensure the site ranked well for all brand terms first, followed by a longer-term strategy to target category search terms as the site matures.
The website also makes use of Netstarter's Magento Stack of modules including advanced site search with predictive results for both product and content, stockist search and extended promotion options.