Balancing various customer segments in an ever-changing consumer landscape
The brand’s catalog contains approximately 20,000 products that span across footwear, hardware and apparel categories. This, coupled with various customer segments that each cater to remarkably unique shopping preferences and interests, has made this balance far from easy.
Some customers might enter our site mainly looking for ski gear, while others are in a mission to find tools for camping and fishing. They have drastically different goals. – Christian Evensen, Ecommerce Manager at Fjellsport
The global pandemic has since steered Fjellsport customers to shop online rather than in-store, resulting in the rise of a new customer segment of shoppers age 55 and over – consumers with potentially limited knowledge and experience of online shopping.
The challenge is twofold: Evensen and the Fjellsport team know that it is fundamental to offer this segment of customers the best possible experience onsite to guarantee conversion and long-term retention. However, it’s equally important to ensure that the brand’s other customer segments are not left behind.