Keen is an American footwear and accessories company based in Portland, Oregon. Founded in 2003 by Rory Fuerst. The company’s products are sold in retail locations throughout the US and Canada and also are distributed worldwide. In 2003, the first Keen shoes were invented to feature a signature thick black toe bumper.
KEEN saw an opportunity to increase company-wide revenue and net margins by driving more eCommerce and sales of their custom, made-to-order shoes, available only at www.keenfootwear.com. While increase eCommerce sales, KEEN also wanted to minimize potential channel conflict with their large and trusted retailers, such as REI, Zappos, Amazon and others.
- Develop a direct to consumer sales strategy that also minimized channel conflict.
- Optimize inventory to equally support KEEN’s D2C sales channel and 3rd party retailers.
- Drive more website traffic using SEO, as paid advertising was seen as a threat to their channel partners.
- Improve website information architecture and customer facing product terminology.
- Identified and fixed B2C inventory challenges, as online sales opportunities were frequently missed due to majority of product being reserved only for retail channel.
- Simplified Site Navigation allowing customers to more easily browse products. This helped improve YOY conversions by 16%.
- Major SEO improvements increased overall online sales by 65%.
- Website traffic increased by over 30%, due primarily to organic visitors and significant, ongoing SEO improvements.
- Average Order Values improved by 12%, due to more intuitive navigation and website taxonomy.