The North Face, an Expert in Search & Discovery
Posted by Marcus LaRobardiere on Mar 23, 2018
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When you think of outdoor gear, there’s no doubt that The North Face comes to mind; they’re one of the most popular outdoor lifestyle brands in the world. Acquired by VF Corporation (VFC) in 2001, The North Face has consistently been one of the top performing businesses in the company’s portfolio, growing its global revenue by 6% in 2017 and contributing to VFC’s overall annual revenue of $3.6B.
A large part of The North Face’s success can be attributed to the quality and design of its products, appealing to both the novice as well as the avid outdoor enthusiast who embodies the company’s mantra “Never Stop Exploring.” You could also argue that the brand’s store and online experience, coupled with its wholesale business, make it easier for the casual shopper to find and get their hands on gear, more so than the likes of some of their competitors such as Arc’teryx or Patagonia.
The North Face also performed well in NewStore’s annual research report, ranking #2 out of 140 brands in the Search & Discover category. In this particular section, we evaluated how easy it was for shoppers and store associates to find and locate products and related inventory. One of the more unique findings we came across was actually within the brand’s native app, which used its homepage to show customers how many VIPeak points they’ve earned, which denotes how close they are to a reward, as well as nearby events sponsored by The North Face.
Here’s a brief overview of what we found across the brand’s native app and website:
Delivering a great in-store and online shopping experience for customers is imperative for brands today. Simply put, your store associates can’t sell what they can’t see, and the same goes for your customers. Making it easy for customers and store associates to find specific products and presenting related products for upsell and cross-sell opportunities are no brainers when it comes to omnichannel excellence.
For more insights, download your complimentary copy of the Mobile Retail Report: www.newstore.com/mobile-retail-report.
