Since 1908, Converse has been synonymous with sneakers. With a strong commitment to street style and a devotion to their loyal fans, Converse decided to change their website from a brand destination to a fully operational online store. The goal was to allow customers to engage with and purchase directly from the brand itself. By servicing the customer directly, the brand could maintain its authenticity and communication with the customer at each stage in the buying journey, something Converse knew its customers would appreciate. Not looking to undercut its retail customers, Converse would look for novel ways to convince customers to buy directly from the brand online.
Keeping the online experience as authentic as a pair of Chuck Taylors, Converse offer online only product ranges, the ability to customise your Cons and other novel campaigns that help them engage with their customers.
Email is a critical tool in maintaining a relationship with customers. Through careful planning with both Netstarter and Salmat Digital, Dotmailer was selected as Converse's marketing automation system. The Dotmailer extension for Magento ensures all ecommerce data including customer behaviour, order history, wishlists, cart contents and other relevant data is automatically synched. Converse uses this data for their email programs including abandoned cart, welcome series and VIP emails.
Converse Australia also leverages off Magento Enterprises native functionality to enhance the merchandising opportunities around promotions, banner management, segmentation and personalisation.
At the 2015 Magento Imagine conference in Las Vegas, Converse Australia was awarded Magento's Site of the Year Award – a fantastic achievement for both Converse and Netstarter.