We have been taking care of Outdoor Concept’s analytics since 2019. As part of the Outdoor Concept group, we have now (07/2021) completed the implementation of measurement for two new Czech e-shops for the Hannah, Rafiki brands and one international one – for the KEEN brand. Together with the client, we have come a long way on the path of marketing and analytical maturity.
This is also appreciated by the company’s marketing director Tomáš Šebesta, who says about the collaboration:
“The main added value for me is the independent view of data when working with third parties (media, performance agencies or developers). In this respect, I use Digital Architects in a “construction supervision” role. Opening up discussion over details that we might overlook during procurement or implementation saves us time and money during the project.”
Tomáš Šebesta
Tomáš has gained his marketing experience in various industries and organizational structures – from non-profit organizations, to startups, to multinational corporations. His people management style is derived from his team role in his former sports career. He now works at Outdoor Concept as Director of Marketing and Ecommerce.
Outdoor Concept continues to grow in the field of e-commerce, and the launch of 3 new e-shops this year is proof of this. Together with other colleagues in the marketing team, Tomáš Šebesta especially appreciates the uniformity of the measurement framework and its careful and ongoing documentation.
He adds to this matter:
In my role, it is important to monitor the performance of our marketing in a simple and accurate way. This would not be possible without fully documenting and aligning measurement across a range of digital and ecommerce projects that have been created at different times and under different suppliers. This allows us to rely on the data and implement it in a set framework on new platforms.
The outsourcing of analytical services that Outdoor Concept implements with us enables it to grow in key activities and at the same time ensure expertise in the field of marketing technologies and analytics in the creation of microsites, modifications of website functions and the creation of omnichannel strategies.
Veronika Růžičková Pretlová (Retail Marketing Manager at the company) says about the collaboration:
“What I value most is the commitment of a team that always has the goal of an activity or project in mind. In addition, they also retroactively verify all realizations in relation to the goal.”
Veronika Růžičková Pretlová
Veronika gained experience as a production planning specialist between Panasonic divisions, participated in methodical adjustments of educational materials and, as a member of corporate PR, was responsible for online communication and brand promotion. She now works at Outdoor Concept as an omnichannel marketing manager for retail. And she loves paragliding.
At Outdoor Concept, we not only collaborate on strategic and tactical projects, but also facilitate operational activities related to e-commerce operations thanks to our reports and visualizations. A good example is the collaboration with the content team led by Eva Votavova, who appreciates the provision of expert supervision when dealing with suppliers and setting up a simple tool to obtain the necessary data for analysis.We have managed to put together key processes that help detect unavailable pages, unavailable products or incorrect search results in real time. By regularly checking the quality of landing pages, we are able to react to changes in search and campaigns.
The head of the e-shop Petr Špulák and his customer support center team evaluate the cooperation as follows:
What I appreciate the most is the ability to react and adapt quickly to our requirements, yet stick to the intent and goal. Regular training sessions on working with analytical tools such as Google Analytics 4, Google Analytics, Google Tag Manager and Google Data Studio are also key to the development of my team. Working with Archetix, we have also been able to get long-delayed site modifications moving in a meaningful way.
Petr Špulák
Petr Špulák is one of the most important people in the Ecommerce team, where he leads the e-shops from a technical point of view and has the customer support center team under his thumb.
This is what working with a client looks like today – after having come a long way towards analytical maturity. But what did it all look like in the beginning?
About Outdoor Concept and their business
Outdoor Concept a. s. is engaged in the distribution of outdoor brands Hannah, Rafiki, KEEN, Smartwool, Osprey, Garmont, Julbo and others. It also realizes the production and development of products of its own brands Hannah and Rafiki, which are distributed all over the world. At the same time, it is also a key player in the field of outdoor retail. Under the Rock Point brand, it operates dozens of stores and e-shop rockpoint.cz in the Czech Republic, Rock Point also operates Hannah and KEEN branded stores, including their e-shops. In mid-2019, the company began looking for a new supplier of analytical services that would be flexible, professional and able to meet specific requirements. Archetix’s offer met the client’s needs and the cooperation could begin.
Client needs
At the initial moment, the client needed to organize the data collected on individual websites and their consistency. Subsequently, it was necessary to improve the settings and measurements enough to enable a flexible response to modifications on the website and to evaluate the performed A/B tests of modifications on the website and in individual campaigns.
Solution
After an initial implementation project that included a web analytics audit, we uncovered specific areas where the company’s individual site analytics could be advanced. We prioritized these in cooperation with the internal marketing team and developers and gradually started handling them.
It was also key to properly organize accounts, ensure access for key people, and set up an approval process over measurement edits in Google Tag Manager and edits on the web. There was development and unification of the data layer and customized measurement elements, such as events, goals or custom dimensions.
Results
Thanks to the solutions implemented by us, not only the marketing team of Outdoor Concept, but also other advertising and media agencies involved, have a much better overview of how sales develop in the digital environment and what customers actually buy. This data allows them to more accurately manage and build the company’s omnichannel marketing.
It was also key to place measurement in a role where everyone can rely on it. Thanks to this, regular warranty meetings were held, where more than 100 points were reviewed and proper functioning was checked. A significant number of points are then checked daily using automated tools and key people are informed immediately of any failures.
Thanks to cooperation with agencies, a unified approach to campaign marking, campaign evaluation, traffic and page quality was set.
Follow-up advanced projects
We followed up on the above-mentioned successes with other more advanced projects. We managed to connect data from the internal ERP system and marketing tools. Thanks to this solution, manual reports are no longer created for planning, managerial decision-making and communication with suppliers. The data obtained in this way made it possible to open up new, previously impossible, perspectives on the business itself.
One such insight, for example, is the matching of campaign costs to specific product brands, which was made possible by a well-chosen UTM link tagging strategy, the quality of data in Google Analytics and the download of cost data from marketing systems.
Another point of view is to monitor the development of customer behavior in the customer club with regard to the structure of the shopping basket, i.e. the types (trousers, jackets, shoes, etc.) and brands of goods purchased. According to this data, it is possible to choose the composition of the goods of the e-shop and physical branches appropriately and thus save considerable funds for storage.
As part of the implementation of the omnichannel sales strategy, data from interactive kiosks located at the branches is also connected, and work with branch passages is also in the pilot phase.
Adds omnichannel manager Veronika Růžičková Pretlová.
Outdoor Concept is now one of our key clients and our entire team is proud to handle all analytics, conversion remarketing codes and branding across all company sites.
And how is your business doing?
