• KAYLAND
    KAYLAND
    TECHNOLOGICAL RESEARCH AND INNOVATION IN FOOTWEAR FOR TREKKING AND OUTDOOR

BACKGROUND

Since 1971, the year of its establishment in the Veneto shoe district, Kayland® has been specialized in research and manufacturing of high quality footwear for the mountain, trekking and outdoor market.

Since March 2013 it has been part of the brand portfolio managed by MGM SpA, a long-standing company in the outdoor market with an excellent reputation in research and development.

Kayland® focuses on studies of foot anatomy and dynamics, technological research, and a careful choice of materials and design innovation.

The high standard of quality, in both the product and the service, has led to the loyalty of prominent sports people and professional mountaineers, as well as travellers, explorers and amateurs who share the same big passion.

PROJECT

Kayland® decided to rely on calicant.us to renew its image through the institutional website, and to create an e-shop to reach all its potential buyers around the world.

The experience gained by calicant.us with Customers from the sportswear and outdoor industries has made it easier to identify the specific needs to consider when building a digital project that ideally suits our corporate needs.

Plus, one of calicant.us' strengths is their ability to integrate the online shop with any IT infrastructure, something which convinced Kayland® to choose calicant.us

kayland Shoes

CALICANT.US INTEGRATED THE ONLINE SHOP WITH THE MICROSOFT NAVISION MANAGEMENT PLATFORM, TO ENSURE A PERFECT STOCK SYNCHRONIZATION

ESHOP

The first step in designing the e-commerce was to accurately identify Kayland's various target customers; secondly, calicant.us' efforts focused on creating an optimized categories and filters system that would allow users to find the perfect item for their specific needs as quickly as possible.

The technical competence of mountain and outdoor enthusiasts also required the structuring of detailed product sheets, which contain all the characteristics needed to give users a clear and complete idea of the product, as if they were physically there in the store.

calicant.us had to integrate the online shop with Microsoft Navision - the management platform already used at the company - to ensure a perfect stock synchronization and a real-time view of billing documentation.

To reach as many markets as possible, the e-shop is in five languages: Italian, English, French, German and Spanish.

DIGITAL MARKETING

To meet the need for an optimal website placement on search engines, calicant.us' digital team carries out a constant optimization of keywords while also developing Google's dedicated e-commerce campaigns addressed to the main European markets.

To follow a multi-channel sales strategy and manage all digital contact points, a research, selection and activation activity of other platforms such as marketplaces and price comparisons websites has also been carried out.

To create a strong community, special attention is given to social channels and a loyalty activity through newsletters is envisaged.

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