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Footwear developer Fila's new Filativa line with Coremetrics e Marketing platform
16 Jun '05
4 min read
Leading Web analytics and precision marketing solutions Coremetrics announced that Italian footwear and apparel company Fila is relying on Coremetrics to help create a rewarding online experience for visitors to its new www.filativa.com Web site.
Fila brings eCommerce in-house, leverages LIVE profile data to optimize visitor experience and drive highly profitable channel.
The site, which went live with eCommerce functionality today, marks Fila's return to in-house eCommerce after several years. In creating the new site, Fila turned to Coremetrics to help track and analyze online consumer behavior to improve marketing, merchandising, and site design.
The new site showcases Fila's new Filativa line, which features products inspired by Fila's core sports categories–running, court and fitness–fused with lifestyle activities and cultural influences to create footwear, and later apparel, that appeals to a younger, more style-driven consumer.
"Filativa, from Fila and attiva (attiva means active in Italian), is the ironic yet irreverent sport-inspired face of the Fila brand," said Rob McClellan, general manager for Fila Online. "The Filativa customer is well-educated, trend-conscious, tech-savvy and expects a one-to-one conversation with their brands."
"Coremetrics is the only Web analytics solution that bridged the gap between our branding objectives and the nuts and bolts of marketing, merchandising and site design," McClellan continued. "LIVE Profiles allowus to drill down to the level of the individual and present them with the most relevant content to help Filativa make the best possible first impression. Anonymous, aggregate data wasn't an option–Coremetrics is the only choice for the answers I need."
Fila brings eCommerce in-house, leverages LIVE profile data to optimize visitor experience and drive highly profitable channel.
The site, which went live with eCommerce functionality today, marks Fila's return to in-house eCommerce after several years. In creating the new site, Fila turned to Coremetrics to help track and analyze online consumer behavior to improve marketing, merchandising, and site design.
The new site showcases Fila's new Filativa line, which features products inspired by Fila's core sports categories–running, court and fitness–fused with lifestyle activities and cultural influences to create footwear, and later apparel, that appeals to a younger, more style-driven consumer.
"Filativa, from Fila and attiva (attiva means active in Italian), is the ironic yet irreverent sport-inspired face of the Fila brand," said Rob McClellan, general manager for Fila Online. "The Filativa customer is well-educated, trend-conscious, tech-savvy and expects a one-to-one conversation with their brands."
"Coremetrics is the only Web analytics solution that bridged the gap between our branding objectives and the nuts and bolts of marketing, merchandising and site design," McClellan continued. "LIVE Profiles allowus to drill down to the level of the individual and present them with the most relevant content to help Filativa make the best possible first impression. Anonymous, aggregate data wasn't an option–Coremetrics is the only choice for the answers I need."
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