Case Study: Gear Up

gear-up-colour

About Gear Up

Gear Up for Outdoors is a retailer of outdoor and adventure gear operating from its base in Thunder Bay, Ontario, since 1987. It has expanded into e-commerce retail, selling name brands internationally.

The Challenge

Since we started working with Gear Up in 2006, a lot has changed online. We just don’t see 10¢ clicks on Google anymore, and online marketing has had to adapt as more competitors have moved online.

Our analysis showed that marketing to an international audience was attracting an abundance of traffic, but was pushing their campaign costs far too high.

“Creating Adventures with Guaranteed Quality Gear”

gear-up-colour

Defining Business Objectives

Working with Gear Up, we refined ‘productive’ web traffic based on business objectives and introduced new high-converting channels into their marketing mix. We also implemented a seasonal strategy, which allowed Gear Up to incorporate quarterly new products with their advertising, while increasing inventory turns in their warehouse.

Result

Gear Up’s cost per sale has dropped substantially, surplus inventory issues have decreased, their Canadian presence and visibility has expanded, and customer loyalty has seen a steady increase of their business base year over year.

Additional Strategic Initiatives

Our responsive planning allows ad spend to scale up or down to even seasonal weather conditions like the onset of cold weather; providing a further competitive advantage. We help Gear-Up determine when people are still browsing, and when they are ready to buy!

More Case Studies: