Founded in 1920, New Era Cap Company are the leading global headwear manufacturer producing more than 35 million caps per year. They are the exclusive manufacturer and marketer of the official on-field cap worn by every Major League Baseball team and their Minor League affiliates across the world. New Era have also developed a very strong identity on the street and is growing its brand into apparel and across new markets.
New Era approached twentysix to develop a new and engaging website for EMEA. They needed a brand new site that would support an interactive and rich media brand experience alongside a solid, high performance e-commerce platform optimised for conversion.
New Era were keen to develop a new site for the EMEA region that represented the authenticity & individuality of the New Era brand as the existing site was outdated and not optimised for conversion.
The key objectives for the new site were:
At the start of the project, twentysix conducted an extensive discovery phase, which included workshops and sessions with all the site stakeholders and audiences, both internal and external. The purpose of these sessions was to enable the project team to get under the skin of the market and its audience to ensure planning, creative and technical recommendations would firmly establish New Era as a market leader.
With all the information gathered, twentysix recommended the new EMEA e-commerce website was developed on the Episerver Commerce platform. Key requirements leading to this recommendation were as follows:
During the build, the technical teams at New Era & twentysix worked closely together in integrating Episerver Commerce with the range of back-end systems that New Era utilise. Key integration points to ensure an end to end e-commerce experience were:
The new EMEA e-commerce website launched in May 2016.
Key results include:
In addition to the above, New Era has substantially increased operational efficiency since the launch of the new website. This is as a result of tasks that were previously manual now being automated. A key example of this is the preparation and execution of adding new product lines to the website, an action that New Era do continually throughout the year. Previously this would be a full time job for one of the New Era staff, but this has now been reduced enabling them to focus on other activities to the benefit of the company.
Average conversion rate increased by 64%
13% decrease in average bounce rate
Page value average increased by 34%