ABOUT DULUTH TRADING COMPANY: Duluth Trading Co. is a performance workwear brand with 65 stores across the country. Duluth Trading gained notice for its commitment to crafting functional, durable goods that help customers realize their ambitions.
Duluth Trading prides itself on serving people who believe the only way to live life is to live it hands-on. So it might be a surprise that roughly 60% of the brand’s sales are online — unless you understand the brand leaders’ vision.
“Our vision goes back to giving customers the ability to hack their lives,” says Dan German, Vice President of Digital Commerce & Business Development at Duluth Trading. A digital shopping option meets this goal by allowing consumers to conveniently buy the products they need to make their lives easier online.
To fully realize its mission, Duluth Trading leaders knew they needed a composable commerce platform that is customer experience-driven. This means that Duluth Trading’s site had to be flexible enough to meet the needs of each customer.
The other important component of a customer-driven experience is speed. It’s true across the market that the faster the site, the higher the conversion rate and customer satisfaction.
Speed is critical to Duluth Trading because most of the brand’s sales are online. “Our customer wants a website that doesn’t stand in the way of getting the job done. They want to find the innovative product solution that is right for them, purchase with ease, and be confident that their order will get to them with no complications,” says German.