Introducing product innovation with Weather Reactive eCommerce

With Wrangler aiming to be category leaders in performance denim after launching their own eCommerce Channel, our goal was to present Wrangler’s denim innovation and new product offerings in a way that engaged customers across multiple physical and digital touch points through a best-in-class digital experience, consistent throughout their shopping journey.

What did RetroFuzz find?

Through discussion with the Wrangler product team, we were truly inspired by the new ‘Ready Range’ products. Innovations such as Rain Ready and Cold Ready jeans would give everyday adventurers the freedom to transition seamlessly from work and city life to the great outdoors in style.

What did RetroFuzz do?

At the outset of the campaign we collaborated with advertising agency WeArePi, social PR agency Inkling, and eCommerce providers Hermes Nextec at workshops in Amsterdam, Munich, London and Manchester to share ideas and plan the first fully integrated campaign to support eCommerce.

Since this was Wrangler’s first above the line brand campaign in many years, we believed digital gave us the chance to re-connect with customers in an innovative and personalised way.

With the brand aim to be category leaders in performance denim, our goal was to clearly present their commitment to denim innovation and display new product offerings through a best-in-class digital experience. We connected user location and live weather data directly to the eCommerce experience to deliver contextual messaging to the user. This enabled us to directly connect the environment the user found themselves in with Wrangler’s new product innovation in a unique way in real-time.

What was the outcome?

By directly connecting the customers environment with a relevant product innovation we helped achieve a 49% increase in eCommerce revenue. Through  user interviews, we also found that many participants highlighted how their perceptions of the brand had changed and improved as a result of this campaign and the way that the customer journey was put together.

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