Prior to 2007, The Weather Channel launched a very basic online store with unremarkable merchandise. While available to retail consumers, the store was really geared toward employees. The store fell short by every measure – financial performance, online user experience and satisfaction, merchandising, pricing strategies and basic automated e-commerce fulfillment solutions.
In mid-2007, The Weather Channel’s VP of Merchandising and Licensing realized they were missing out on an opportunity to capitalize on the fierce devotion many Weather Channel fans felt toward the brand. If they could completely revamp the online store with a focus on the retail consumer, they believed they could increase store revenue, extend the brand farther into consumers’ lives and reinforce the brand message.
After fierce competition, All Points was awarded the responsibility to build, merchandise and manage a new store, one that operated just like a high-end online retail store. As the VP of Merchandising said, “I never realized just how much All Points can do for us. I knew you did a good job with our regular fulfillment work, but I’m blown away by the resources you’re bringing to us.”
All Points and The Weather Channel created a performance based partnership. All Points manages every facet of the store, including merchandising, inventory ownership and management, store design, customer service (call center and email support), fulfillment, returns management, payment processing and financial reporting. Together, we share responsibility for marketing. The Weather Channel provides access to the store through weather.com and promotes it on air.
Together we moved the online store from a low-tech, low-priced promotional goods site to a true e-commerce site that leverages the loyal following of millions of users. Visit the store yourself at: store.weather.com.
The Weather Channel store is now a high-end online retail store, presenting hundreds of high-end and lifestyle products that reinforce The Weather Channel brand.
More than doubled store revenue.
While the economic downturn has severely impacted retail sales across the board, The Weather Channel store sales have held steady.
On a monthly basis the store consistently averages 88% new visitors, 4.65 pages per visit and 2 minute average time per page.
Added an additional channel that reinforces The Weather Channel brand and active lifestyle positioning.