Cole Haan’s trendy basic designs have been an American vogue staple because the firm’s inception in 1928. The firm’s entrepreneurial spirit and timeless imaginative and prescient have enabled Cole Haan’s prospects to look good whether or not at work or play. Cole Haan create merchandise we love and is constructing a digital presence to match.
Cole Haan has already taken step one in utilizing its self-proclaimed “good items” to drive gross sales within the digital market. Cole Haan primarily based a creative visually-based marketing campaign round Tumblr and pushes its merchandise to social customers by way of awe-inspiring Pinterest and Instagram pages. The Cole Haan web site can be straightforward to navigate, visually beautiful and filled with causes for individuals to open their wallets.
With its lengthy historical past of constructing stylish designs, we imagine the Cole Haan model is on the precipice of final vogue stardom within the digital house. With some essential adjustments, we really feel Cole Haan can enhance its digital ROI by enhancing its visibility on serps and lift gross sales figures by boosting its CTR on social media retailers and placing an emphasis on native search engine optimisation.
Shoes Made for Sharing
Cole Haan is aware of its merchandise have the power to promote themselves when put in entrance of a buyer as a result of they appear and feel nice. The firm takes full benefit of visual-based social networking websites like Pinterest, Tumblr and Instagram. All three of Cole Haan’s pages are nicely organized, up to date usually and elicit hundreds of responses and shares each single day.
Cole Haan additionally takes our advice by creating distinctive and specialized content for every platform. We really feel that whereas the corporate is utilizing social media, it may possibly enhance engagement and construct a bigger group of name ambassadors by optimizing its social networking websites. We would suggest being extra lively on Twitter, which would come with making a day by day tweeting schedule, and Google+, which has not been used since May 2012, due to its search engine optimisation advantages We additionally imagine that whereas Cole Haan’s Pinterest web page is lively, it may drive much more site visitors if the board and pin descriptions have been optimized.
Born in 1928: Designed for 2014
Cole Haan’s website makes it straightforward to seek out the model consumers are wanting for and even motivates them to step outdoors their consolation space. Online procuring is made easy with an intuitive format, straightforward to navigate directories and beautiful aesthetic.
We particularly love Cole Haan’s “Born in 1928” part, which incorporates quotes and movies from cultural and vogue icons that, similar to the enduring Cole Haan model, have been born in 1928. It’s straightforward to get misplaced listening to Captain Jim Lovell and Maya Angelou discuss their inspiration and what has pushed them to turn into nice. This part additionally straight ties in with the corporate’s latest promoting push, proving that Cole Haan understands the significance of synergy between its web site and advertisements. 
Another function we love is the Cole Haan blog, which is simple to seek out from the web site’s homepage underneath the heading “be impressed.” The weblog options ads for the corporate’s footwear, pulls previous photos from the archives to point out the place the model has come from and consists of fascinating insights from visitor bloggers.
We would counsel optimizing the web site for cell and search engine optimisation. We would additionally counsel utilizing paid promoting to assist drive extra individuals to the web site, which may doubtlessly drive gross sales.
Digital Foot Traffic in 2014
Cole Haan’s is thought for making high quality merchandise, being forward of the most popular traits and creating selection that matches everybody’s private model. It’s additionally a model that individuals hunt down.
But we imagine Cole Haan can do extra in terms of being discovered on serps. A search for males’s footwear on Google turns up a number of of Cole Haan’s rivals together with shops that don’t carry the Cole Haan model. We imagine that by using a strategic hyperlink constructing marketing campaign together with on-page search engine optimisation techniques, Cole Haan chilly transfer up within the rankings and achieve each visibility and engagement.
We additionally imagine a neighborhood search engine optimisation technique may is vital for driving extra prospects to Cole Haan areas. The retailer’s “discover a retailer” function at present places all of its areas into an iFrame. When a location finder is constructed this manner, it’s unimaginable for serps to index native content material. We would advise constructing a separate and distinctive web page for every location, as a result of by including devoted native pages — every with a singular URL — search outcomes will likely be optimized to get prospects within the door extra typically.
Seizing the Opportunity
Cole Haan tells its prospects to grab each alternative. We imagine that’s the appropriate perspective for Cole Haan’s digital technique as nicely.
Cole Haan has every part it must turn into the most important model within the vogue business, and that no change to its designs and elegance are wanted to herald extra prospects each in individual and on-line. We imagine that with the assistance of paid social media promoting, native search engine optimisation optimization and a few straightforward web site upgrades, Cole Haan might help much more individuals seize each alternative.
