Metal Mulisha Races Towards Customization

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The motocross apparel company boosts mobile and Web conversions through product recommendations and personalized search.

Metal Mulisha Races Towards Customization
Metal Mulisha Races Towards Customization

Today's consumers are inundated with choices. They have hundreds of options for everything, including what to what to wear, what to eat, and how to get around. This makes it more difficult for retailers to stand out from competitors. As a result, many companies have turned to personalization to deliver relevant experiences that will stop consumers in their tracks. 

La Jolla Group did just that. The multi-brand apparel licensing company implemented Reflektion, a predictive analytics platform provider for retailers, to create simpler and more personal customer experiences for its motocross clothing company Metal Mulisha.

La Jolla started using Reflektion's predictive platform last fall for surf apparel company O'Neill's desktop site. After seeing “instant success,” according to La Jolla's director of ecommerce Ryan Cropley, the company implemented Reflektion on Metal Mulisha's site a few months later. This was an easy transition, Cropley notes, because O'Neill and Metal Mulisha run on the same Magento e-commerce platform. One difference, however, is that a larger percentage of Metal Mulisha's customers originate from mobile devices, Cropley says, which he primarily attributes to the company's teen to young-adult target audience. So, La Jolla decided to implement Reflektion's platform for its mobile site this past January.

“All customers have been moving more towards mobile as a percentage of overall traffic,” Cropley says, “but Metal Mulisha's customers have been a lot quicker in that transition.”

The goal of the Reflektion implementation was to make the shopping and discovery experiences as easy and personal as possible for Metal Mulisha's customers. Although personalization takes on many definitions, Sean Moran, president and CEO of Reflektion, says that it's about creating customized experiences for each individual—not just for chopped segments.

“Average is not personalization,” Moran says. “Most of the approaches in the first wave of personalization had to stop at segmenting big groups of folks and giving them the best average of that experience or putting up merchandising rules. We define personalization as fundamentally putting that individual, visitor, [or] customer in the middle of this and creating an experience of product selection and promotion that's individualized to their interests and needs.”

In addition to delivering more personalized experiences, Metal Mulisha wanted to use insight from the platform to further develop its product line for its growing female segment, Moran says. Additionally, there was an underlying objective to increase visitor engagement and, ultimately, get that visitors interested in the brand's products.

The implementation of Reflektion's platform was fairly seamless. First, Reflektion had to access Metal Mulisha's product and transactional data through Magento's platform APIs to enhance its predictive modeling's learning algorithm. Then, Metal Mulisha put a snippet of code into its website to allow Reflektion to track visitors' site activity, such as their browsing patterns, IP address, device, and time of browsing. Finally, Metal Mulisha and Reflektion worked together to determine where on the site visitors would experience personalization and tagged the selected pages. This, along with users' behavioral data, allows Metal Mulisha, through Reflektion, to serve up customized experiences when customers click on a tagged section of the site—similarly to how a display ad works, Moran explains.

Metal Mulisha also decided to make its experience more relevant through its search capabilities and product recommendations. In terms of search, Metal Mulisha provides suggested search terms, as well as pop-out grids that show products that align with searched keywords. For instance, if a user types in “pink,” a grid pops out showing a range of pink products, including socks, sweatshirts, and shoes. As for the product recommendations, Metal Mulisha shows users items based on their site activity. It serves these recommendations on its homepage, as well as on its product pages.

Content also plays a prominent role on Metal Mulisha's site. For instance, the company devotes a section of its site to photos and videos of popular motocross events and athletes. As a result, Metal Mulisha decided to implement product recommendations on its blog. “It's using the same knowledge of you as a visitor and what you're interested in regardless of where you are on the site,” Moran explains. “That consistency of the experience was something that was really important to [Cropley] and the team there.”

After implementing Reflektion, Metal Mulisha experienced a 67% increase in desktop conversions within eight weeks and a 20% increase in mobile conversions in just 30 days. The brand also noticed some interesting trends about its customers. For instance, customers who visit the site via the browser Safari tend to be female, Cropley says.  

In terms of future developments, Moran says that Metal Mulisha plans on continuing to refine its search capabilities, as well as optimize its creative elements to deliver more relevant experiences.

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