In this episode of Coen and Ecommerce, Coen sits down with Rick Hoving, Senior eCommerce Manager of ASICS, for a virtual chat about the brand’s innovative approach to data and creating a unique digital store experience. Rick reflects on the impact the past year has had for the sports brand. They discuss how ASICS was able to accommodate an audience that not only grew, but became increasingly varied. How do they intend to maintain this changing customer base? How does ASICS translate unique store experiences to the digital realm to improve its conversion? Rick explains that focusing on conversion rate optimization and customer loyalty alone is not enough. The eCommerce manager elaborates on the role of guided selling, using their data-driven tool, Shoe Finder, as an example. Coen also asks Rick about his forecast for eCommerce. They delve into the concept of brand theatre, the importance of experience-driven platforms, but also the growing influence of marketplaces.

THE IMPACT OF GUIDED SELLING - RICK HOVING (ASICS) - COEN & ECOMMERCE #3

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THE IMPACT OF GUIDED SELLING - RICK HOVING (ASICS) - COEN & ECOMMERCE #3

Coen van Hees