Chapter 8 Case Study
Wrangler Sells Direct Online p. 369
1. How does Wrangler’s new B2C e-commerce site assist Wrangler’s brand recognition and marketing efforts?
Wrangler’s new B2C e-commerce site assists Wrangler’s brand recognition and marketing efforts in many ways. Their brand recognition was already high since their company started in 1904. They have grown since their first owner, C.C. Hudson started out with only several sewing machines. Their company has become known country-wide. Their next step to grow even more was to enable purchases through their e-commerce site.
Wrangler has made a site with goals to be exceptional from their competitor’s. They have enabled their customers to now be able to purchase online. They are also presenting their site in the best quality website and that proves that their marketing efforts are positive. Without these marketing efforts, no one would like to use their site and would prefer to just visit a brick-and-mortar store. If their website would have not been successful, they would have lost a lot of money by implementing the site to just be a failure.
2. What goals did Wrangler set for its e-commerce site? Visit www.wrangler.com. Do you think its new site meets those goals?
Wrangler had several goals set for its e-commerce site. One goal that they had was that it needed to provide visitors with a view into the spirit behind the Wrangler brand. They wanted their site to utilize the latest technologies. The reason that Wrangler wanted to have the latest technologies because they wanted to show that Wrangler is tech savvy and they also wanted the Wrangler’s marketing department to be able to present their products in the best way.
I do believe this site meets these goals. It was very organized and user-friendly and it was easy on the eyes. I did not find the site to be distracting or take away from their product but instead enhance on how great their product truly
References: Stair, R. & Reynolds, G. (2012). Principles of information systems (10th ed). Boston, MA: Course Technology, Cengage Learning.