Rockport

Re-positioned. Re-webbed. New results.

Rockport

Overview

Rockport revolutionized their industry with dress and casual shoes that were as comfortable as sneakers — an innovative concept at the time. Rockport had recently embraced a new positioning for their brand: sexy, savvy, modern and American. All without sacrificing comfort. Their eCommerce team needed a new site that would embody these principles while encouraging deeper engagement with the brand. Rockport asked Tank to elevate their site to become a more fashion-led and engaging experience.

Digital

With their new positioning in place, Rockport’s eCommerce team asked Tank to elevate their site to become a more fashion-led and engaging experience. The updated site aimed to promote, sell and socialize the brand, developing initiatives to have users log in using their Facebook ID, and share pictures of themselves with their Rockport shoes around the world.

We also built a system that enabled Rockport’s marketing team to update their site and campaigns with new promotions, on the fly, quickly and simply. We migrated their e-commerce operation to the Demandware platform from the old system and modernized the entire operation, optimizing for mobile as well.

Ongoing work included seasonal updates of rockport.com and various international microsites, as well as digital magalogs and look books.

Collateral

Tank gave Rockport a cohesive story to tell between online and offline efforts, with a seasonal magalog, engaging retailers and customers with ongoing, fresh content and brand engagement. We also helped retailers easily understand new positioning strategy — customized by region.

Magalog

We partnered with Rockport to create City Pace, a magalog using editorials and storytelling to bring the brand’s lifestyle positioning to consumers. Using targeted demographics, digital publishing enabled us to tailor unique content around the theme of walkability to the 10 best walking cities in America.

Results

The main method of measurement was a match-back of the magalog mailing list against a list of all people who bought from the rockport.com site for a period of six weeks after the release of the active and casual magalogs. Results showed that the magalog response rate was significantly higher than industry direct mail benchmarks. Additionally, magalog customers had an average higher cart size than typical customers.

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