Columbia's eCommerce efforts primarly arose as a way to supplement in store purchases and enhance their relationships with their partners, rather than degrade them. With Commerce Cloud, they were able to quickly produce a mobile compatible digital storefront that would not only allow users to make purchases if they were geographically isolated from a Columbia partner, but also enhance the in-store purchasing experience with quick access to things like user reviews, ratings, and price comparisons.
Paul Zaengle, Vice President of eCommerce, Columbia Sportswear
“Our mobile commerce site also emphasizes the importance of user reviews. People trust these ratings and we think that’s crucial to driving sales – so we’re taking that ‘wisdom of the crowd’ and effectively putting it in our retailers’ stores.”