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.