Asics EMEA has begun working with the analytics company Contentsquare to improve its e-commerce website. In the blog section of its own website, Contentsquare has published an interview with Asics EMEA’s senior e-commerce manager, Rick Hoving, in charge of the website-optimization team.
“Most of our production takes place in Southeast Asia where they had strict lockdowns at the end of last year,” Hoving explains. “This meant we struggled with stock capacity issues, which changed the whole nature of my role and my team’s focus. We had to prioritize and find smarter ways to use our available stock.” In other words, the game changed from pure sales to making sure customers could find the stock they were seeking. The customer experience has become paramount.
“Conversion rate,” says Hoving, “is my number one focus.” Sales via mobile are “key,” as the channel accounts for 80 percent of traffic but has a conversion rate below 50 percent.
The company hopes during the current year to expand its European markets, especially in the Nordics and Eastern Europe, and develop its apparel business.
Asics EMEA has opted for Contentsquare, according to Hoving, because things like the CS Digital suite and Find & Fix feature are easier to deal with than Google Analytics for the creative types he has been hiring.
