Challenge

With a passion for creating functional, high-performance gear for hardcore outdoor enthusiasts and weekend warriors alike, Outdoor Research (OR) has earned its esteemed reputation by creating durable, field-tested products that are truly Designed by Adventure. Ready to take their ecommerce channel to new heights, OR engaged us to devise an end-to-end ecommerce solution that brings the brand closer to their customers and retail partners.

Approach

To reach their customers across segments and around the globe, Gorilla deployed a multi-store Magento environment, “living” within a single website. Consisting of 4 separate stores at launch, with additional stores planned, OR can separately manage inventory, pricing and transactions in multiple currencies, while customizing language and imagery to create localized shopping experiences.

Within the U.S. store, segmentation was implemented to create separate Pro and Brand customer experiences. Within this functionality, Brand users are funneled to OR’s retail channel partners to complete each sale, while Pro users, who are curated by OR staff, have direct ecommerce capabilities and access to preferred product pricing. To complete the user experience, PowerReviews was integrated to support OR’s “Lab Rat” program, which adds authoritative SEO-driven customer generated content to the site, while WordPress blog integrations were tied-in to the product catalog, melding content and commerce and creating an additional path to product discovery.

Outcome

  • Complete redesign that intimately captures OR’s ethos of human powered adventure
  • Magento Enterprise supplemented with 18 functional enhancements
  • Blue Cherry ERP integration (supply chain and warehouse management)
  • Avalara sales tax management integration
  • Social Media and dual WordPress integrations

"With their extensive experience, Gorilla has helped Outdoor Research reach one of our primary goals: leveraging the Magento platform to build our brand and communicate on a global scale."

— Keith Karlick, Web Marketing Supervisor, Outdoor Research