Texas Boot Company
Brief
Texas Boot Company has a legacy of the toughest footwear in the south. Their ecommerce experience wasn't up to snuff with their in-store experience. Irish Titan was tapped to move them from a 'transactional site' to one that projects the energy and passion of their founder.
Why
Titans dug into why Texas Boot's powerful brand wasn't coming through as strongly on their site. Here's why we got involved.
Enhance Brand Presentation: Texas Boot Company wanted to "clean up branding" and create a new website with an "improved design." They wanted to move beyond a purely transactional site to one that projects their "energy and passion."
Showcase Products Effectively: They wanted to showcase everything cool about boots and sell the whole look, suggesting a need for richer, more engaging product presentation.
Replicate In-Store Experience: There was a big focus on replicating the in-store feel online, bringing the personal, tactile experience of their physical stores to the digital space.
Expand Reach and Marketing: Texas Boot Company aimed to "reach a broader audience" through marketing efforts, including email and SMS marketing.
Improve Efficiency and Integration: Integrating ERP (RICS) and POS systems is a key driver, aiming for a more streamlined and efficient backend operation.
Increase Ecommerce Performance: The transition to Shopify and associated marketing efforts suggest a strong desire to boost online sales and overall ecommerce performance.
How
So what'd we work on? Texas Boot moved from Vtex to Shopify as their core platform. This included a new theme, new focus on design, user experience, and product presentation.
ERP and POS Integration: We integrated their current ERP and a new POS with Shopify for a streamlined backend operation.
Email and SMS Marketing: We added Klaviyo for powerful email and SMS campaigns to drive sales, engagement, and customer retention. This includes setting up flows like abandoned cart and welcome series.
Marketing Content Calendar and Strategy: Consistency is the name of the game. We set up a content calendar with promotions, product features, and holiday campaigns to attract and engage customers.
A/B Testing and Optimization: A/B tests measure and optimize marketing efforts, email flows, and website elements for the best performance.
Paid Media Management: New eyeballs get to boots via Paid Media Management on Meta (Facebook and Instagram). We see increased sales and Return on Ad Spend, with weekly status reports and monthly reporting.
Analyzing Promotion Performance: We analyze historical promotion data to uncover which variables have the greatest impact on performance. This includes promotion type, duration, discount depth, timing, and delivery method.
Organic Search Optimization: We're in there with fine-tooth combs, watching website performance, reviewing Google Search Console for errors, monitoring site speed, developing an SEO Toolkit, keyword mapping, and setting goals for an SEO Roadmap.
