Since 1999, Metal Mulisha has offered extreme sports fanatics edgy apparel to suit their daredevil lifestyles.
Focusing on consumers 16 to 24 years old, Metal Mulisha has very loyal customers that remain avid shoppers as they venture into adulthood and eventually have children of their own. To maintain these relationships and still acquire new customers, the retailer has focused on extending its e-Commerce presence across all devices.
Metal Mulisha uses Reflektion to create a more personalized online shopping experience for desktop users. The solution recently was implemented on Metal Mulisha’s responsive mobile web site, so the retailer can stay engaged with customers whether they’re browsing on a smartphone or accessing videos and other content on the site.
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“We have an extremely niche brand; that is why Reflektion is so important to us,” said Ryan Cropley, Director of e-Commerce for Metal Mulisha. “More generic brands that just sell regular jeans and T-shirts can touch a wider audience, and can market to a ton of people and still have it resonate — we can’t.”
Since extending the web site personalization solution to the mobile site, Metal Mulisha has seen a 20% boost in mobile revenue, and significant improvement in mobile page views, Cropley reported. Now, Metal Mulisha can optimize the experience “based on what our customers love.”
The implementation process was “relatively easy,” with Metal Mulisha repurposing the experience from the desktop site to the mobile responsive site, Cropley said. “We leverage the same personalization as we do on the desktop and we were able to repurpose what we were doing on the desktop site so it looked great on the mobile site.
Our goal in mobile is to allow customers to find products with fewer taps. Getting products in front of customers so their experiences are more relevant has been key for us.”
The Evolution Of Mobility
Keeping pace in the ever-changing e-Commerce environment is a great challenge and opportunity for Metal Mulisha, Cropley explained. “Up to 60% of our overall traffic is mobile. That’s a huge difference over just a year ago.”
Cropley added: “Historically, on smaller screens, conversions are always lower. Even if you have the best responsive site or app, conversions are still going to be less than on a desktop that has a ton of real estate.”
However, as consumers continue to shift to mobile browsing and buying, “we’re continuing to make improvements to the experience with Reflektion,” Cropley said. “Consumers are the ones teaching us with their behaviors. We’ve been chasing the trend. We’ve seen their shift from desktop to mobile and as we see that happening we shift our resources and what we’re working on to make sure our customers have an optimized experience.”
Improving the mobile search function is the next big project for Metal Mulisha. Currently, the retailer has a visual search component on the desktop site that also includes auto-complete. Consumers also have the ability to filter their results based on additional attributes, such as color or size.
Metal Mulisha plans to extend these capabilities to the mobile site, and incorporate more personalization. That way, “if we know you’re a female and you’re searching for something vague such as T-shirts, the algorithm will tailor it so you just see female T-shirts.”
