JanSport

The Right Pack for the Right Person

Challenge: Bring bags, and a strong brand, to life online.

JanSport turned to Fluid to relaunch JanSport.com. The site was outdated, suffering from: Off-brand design, poor product organization, confusing navigation, incomplete product information, a confusing eCommerce process, lack of partner integration, no customer database and minimal site analytics.

Fluid set our sights on: Building the brand online, increasing conversion rates to online dealers, and creating a robust, intelligent platform for enhancement and expansion of JanSport's online marketing efforts.

Solution: Pack selection strengthened and simplified.

Fluid delivered a richly designed site that focuses JanSport on its strength - its products. Starting with a robust catalog foundation, Fluid layered in multiple interactive merchandising programs to create a unique brand experience.

The solution reinforces core brand values and provides site visitors with the power to visually browse based on product preferences. Sporty, travel, bookworm and business profiles help customers hone in on bags meet their needs. Bag style and color choice get them even closer to purchase.

Results: Less site baggage leads to more bag sales.

Top JanSport dealers have seen increases in: Order volume (as high as 49%), conversion rate (up to 39%) and sales volume (up 35% over last year). Site traffic is up 25%. Early results from the holiday gift guide are exciting.

JanSport, its customers and its dealers are sending rave reviews.