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Eddyline Kayaks - eCommerce

Eddyline Kayaks is probably one of the best manufacturers of thermoformed kayaks in the world. Based in Burlington WA. USA, they have an unrivalled history spanning over 50 years. This history combined with amazing design and high levels quality have led to their kayaks being sort after within the paddling community. 

The brief.

2020 meant a rapid pivot from traditional business styles and Eddyline was no exception. At the early stages of 2020 it was unclear what was going to happen to the kayak industry and the stores that Eddyline distributed their kayaks through. Because of this Blink needed to work a model that would allow for shifting priorities and a large number of “What ifs?”. An omnichannel approach was required.

The old website was clearly outdated, and the real-world customer experience of Eddyline Kayaks was not matched by their online presence. There was a disconnect.

Blink was tasked with looking at the whole customer journey to deliver a better customer experience, a better dealer experience, improved brand awareness, introduce a marketing calendar and increase social outreach and engagement.

Eddyline-Kayaks_factory

The Blink solution.

Blink started with our Discovery package that allows us to fully understand the Eddyline ecosystem, the end to end customer journeys, the business/customer needs etc. Ultimately leading us to Define what Eddyline needed to do for itself, its dealer’s and its end customer – the paddler. Following that we moved into the Design and Deliver stages of the project.

Among other aspects of this project Blink undertook a customer mapping exercise, extensive SEO/keyword audit and eCommerce platform needs. This led to a wide ranging, ongoing programme being put in place that would see:

  • Modern Design & Build 
    • Design and build of brand new website (wireframes/prototypes/build)
    • Built on the Shopify platform, simplifying ordering and backend management
  • Backend Management and automation
    • Email flow post purchase
    • Fulfillment procedure enhancements
  • Marketing & Content Calendar
    • Implementation of a marketing calendar.
    • Store merchandising and promotional material creation
    • Social media & email calendar
    • Content strategy initiated alongside calendar to further enhance customer knowledge and to increase SEO
      Social media programme encouraging interaction, conversations and discovery
  • Dealer portal
    • Dealer access to marketing material, brochures, hi-res images, digital packs etc.

The results.

The Eddyline.com website was launched in December 2020 and has so far generated an up lift in sales of accessories and replacements part. Although the new platform allows for sales of Kayaks this feature is currently not available to customers – this is due to Eddyline supporting its dealer base and paddling community especially in a time when the industry needed all the support it can get.

The streamlining of the information on the product display pages, updated product imagery (ongoing) has resulted in a decrease in inbound questions – thus allowing the customer to self-service.

One of the challenges of selling entirely through dealers is that Eddyline don’t know who the end customer is. Now with the new platform in place and marketing activity to encourage Kayak Warranty registrations we have seen an uplift in submissions come through. This allows Eddyline to start up new conversations with the customer and the opportunity to cross sell knowing what type of Kayak they have.

A shift in focus towards a marketing/merchandising/content calendar has provided focus for whole team allowing for scheduled website merchandising changes, content creation and marketing periods for the year.

What we are doing now?

As we work very closely with Eddyline Kayaks, this wasn’t about delivering a website and walking away.
We are in constant contact with the internal team providing reports on the sales, web traffic through to uplift in customer enquiries and Kayak Warranty submissions. Driving the content calendar and optimising sales

Eddyline Kayaks 50th Logo

See how our habits changed in 2020

Thank you.

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