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Scaling a mid-sized outdoor retailer into the eComm space

Scaling a mid-sized outdoor retailer into the eComm space
Skirack, rooted in the heart of Burlington, Vermont since 1969, has long been a cornerstone of the northeast outdoor community. In 2020, they faced a pivotal moment. The evolving retail landscape, amplified by local challenges such as increased crime rates, pressured Skirack to rethink their business model. The objective was clear yet daunting: dramatically expand their digital sales channel, growing exposure on a national scale and accessing more eCommerce buyers. 
Skirack, rooted in the heart of Burlington, Vermont since 1969, has long been a cornerstone of the northeast outdoor community. In 2020, they faced a pivotal moment. The evolving retail landscape, amplified by local challenges such as increased crime rates, pressured Skirack to rethink their business model. The objective was clear yet daunting: dramatically expand their digital sales channel, growing exposure on a national scale and accessing more eCommerce buyers. 

What we did

Zulu deployed neural™ to guide Skirack’s eCommerce launch program. This collaboration enabled Skirack to leverage digital opportunities, optimize their operating model for eCommerce, and continue to build their brand and community engagement in the digital realm, future-proofing success in the competitive outdoor retail market.
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Misson Control

Unlock big picture opportunities with a connected sales funnel

Role-Centric Access

Communicate the data to the right people, without all the exta noise

Real-Time Reporting

Make decisions quickly with data that updates as the action happens
Zulu deployed neural™ to guide Skirack’s eCommerce launch program. This collaboration enabled Skirack to leverage digital opportunities, optimize their operating model for eCommerce, and continue to build their brand and community engagement in the digital realm, future-proofing success in the competitive outdoor retail market.
Neural™ played a pivotal role in Skirack's transition and ongoing strategy. By integrating over 80 digital tools, neural™ provided a comprehensive, real-time view of the sales funnel and market performance. For the first time, stakeholder could evaluate and benchmark data from across their entire marketing stack at one time, in one place. Seamless connectivity between different facets of the business allowed Skirack to make strategic decisions quickly, set informed goals, and validate progress with a glance.

Heading

Skirack updated their marketing stack and integrated each resource directly with neural™. This transformed disjointed systems into a unified platform: a shift that delivered comprehensive, real-time analytics across their entire operation for the first time. The result? Streamlined decision-making and significantly improved efficiency. By consolidating data into actionable reports, Skirack now strategically navigates online retail, ensuring sustained growth and confident goal-setting.
Skirack updated their marketing stack and integrated each resource directly with neural™. This transformed disjointed systems into a unified platform: a shift that delivered comprehensive, real-time analytics across their entire operation for the first time. The result? Streamlined decision-making and significantly improved efficiency. By consolidating data into actionable reports, Skirack now strategically navigates online retail, ensuring sustained growth and confident goal-setting.

Heading

Role-specific dashboards were deployed to communicate performance and enable business intelligence for a range of stakeholder roles. Company leadership leveraged a global sales dashboard to enable strategic decision making at the highest level. Managers were empowered with new insights and actionable data they hadn't had access to in the past, now tailored to the specific responsibilities of their role. The ecommerce team was able to scale quickly and meet goals, with their entire analytics suite in one place. 
Role-specific dashboards were deployed to communicate performance and enable business intelligence for a range of stakeholder roles. Company leadership leveraged a global sales dashboard to enable strategic decision making at the highest level. Managers were empowered with new insights and actionable data they hadn't had access to in the past, now tailored to the specific responsibilities of their role. The ecommerce team was able to scale quickly and meet goals, with their entire analytics suite in one place. 

Heading

With neural™, Skirack can delve into the individual performance of every customer touchpoint, benchmarking growth and allowing for detailed analysis. Now, stakeholders can understand what components of the funnel are performing, and what components are not at a moment's glance. From product segment performance to customer engagement metrics, neural intelligence enables new initiatives that drive growth and enhance the customer experience. 
With neural™, Skirack can delve into the individual performance of every customer touchpoint, benchmarking growth and allowing for detailed analysis. Now, stakeholders can understand what components of the funnel are performing, and what components are not at a moment's glance. From product segment performance to customer engagement metrics, neural intelligence enables new initiatives that drive growth and enhance the customer experience. 

"I’m driving my business like a car with all of these gauges in my dashboard. I’m glad I started in the eCommerce business after a dashboard like this had been invented; I don't see how you could run your operations without it."
John George-Wheeler
Skirack
What clients say
Performance in the front, intelligence in the back.
We combine highly effective front-end user experience strategies with meticulously coded, scalable, and fully integrated back-end functionality.

Results

An agile, data-driven organization poised for sustained growth and success in the digital retail landscape, while still keeping their doors open on Main Street.
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