Case Study: Site Optimization Effort Earns 48% Lift In New Customer Acquisition

By Matt Pillar, Integrated Solutions For Retailers magazine

One might think that Mark Hampton would turn his nose up at the idea that a software application could teach him something about selling cowboy boots and Western wear. Hampton, COO of the venerable 100-year-old Western gear retailer Sheplers, has been with the $100M company since 1972. He's helped Sheplers grow to 16 locations in seven states, helped it develop an international catalog, and led its foray into e-commerce back in 1999, when most retailers were doing little more on the Web than uploading catalog page scans and offering a 1-800 number. His longevity at and contribution to Sheplers have taught him a few things about how to sell cowboy boots.