Wigwam Mills Inc. Website

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Created: 02/09/10
Last Edited: 12/04/12
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Description
With a newly repositioned brand strategized by MSLK, Wigwam Mills, a performance based sock manufacturer, sought to form an online presence reflective of its new identity. The challenge was to create a website that not only reinforced the new category distinctions but virally grow online traffic, ultimately increase sales.
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  • WEBSITEWigwam Mills Inc
    www.wigwam.com

    ChallengeWith a newly repositioned brand strategized by MSLK, Wigwam Mills, a performance based sock manufacturer, sought to form an online presence reflective of its new identity. The challenge was to create a website that not only reinforced the new category distinctions but virally grow online traffic, ultimately increase sales. Furthermore, the website would have to pull content from Wigwam’s existing database system, which powered the company’s manufacturing process. 
    StrategyMSLK sought to create a website that served as a hub for all things Wigwam, from sock details, to launches of new products, and company news.  A wireframe planning stage allowed the team to envision the structure and hierarchy of the substantial content. Our intention was to create a website that would build brand loyalty and sales. We strategically blended soft and hard sell techniques throughout the site, including an interactive sock finder that would connect consumers to the right product. 
    DesignMSLK created a user-friendly, highly interactive website that was strategically optimized for search engines with a HTML foundation. Furthermore, the look and feel mimicked the packaging by incorporating the many tactile qualities. The website was given a warm and authentic, Made in the USA atmosphere that was uniquely Wigwam and brought the packages “to life.”  In addition, we developed a blog to create an online community that featured “Trailblazers” who lived active lifestyles and were avid consumers of Wigwam products. 
    SuccessThe site has become a key touchpoint for sales. Increased and repeat traffic on the site has lead to a 40% increase in sales with online retailers. Furthermore, reports have shown that tools like the Sock Finder have been successful at connecting consumers with the perfect product and solidifying brand loyalty.

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