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Sustainable Ecommerce Growth

The Safariland Group, a US-based company with a rich heritage in the law enforcement and sporting markets, encompasses a group of recognized and well-respected brands known for their innovation, quality and performance. One of the group’s key brands, Mustang Survival, is the leading supplier of quality flotation and personal protective equipment to the most demanding maritime and aviation customers. Mustang Survival products are available at over 600 retailers across Canada and the US.

Safariland required support and maintenance assistance for its ecommerce environment and needed to resolve any unforeseen challenges quickly and efficiently. The group wanted to strengthen its brand visibility online and was looking to improve its digital marketing efforts, including UX/UI, SEO, and email marketing. The company also required a solution to simplify the management of their blog, and wanted to improve the resonance of their brand.

The company sought to secure an ecommerce presence for Mustang Survival, which previously had a content-only website hosted on Drupal.

“I really thought this project went very smoothly given the complexity of the implementation. The last month of the project was tense, but the OSF team went out of their way to be available for us. Their expertise ensured we were always in good hands. It was a pleasure to be part of this project and have had the opportunity to work with the knowledgeable, pleasant and hardworking team from OSF once again.”

JOSH JOHNSTON,
Director of Ecommerce, Safariland

SALESFORCE COMMERCE CLOUD REPLATFORMING FOR MUSTANG SURVIVAL
+5%
BOOST IN
WEBSITE TRAFFIC
-37%
BOUNCE RATE
DECREASE
+4.5%
MORE PAGE
VIEWS
+16%
INCREASE IN TIME
ON SITE
ROBUST EMAIL MARKETING STRATEGY THAT DRIVES RESULTS
+152%
MORE EMAIL
GENERATED SESSIONS
+87%
INCREASE IN
CONVERSION RATE
+482%
MORE
TRANSACTIONS
+396%
INCREASE IN
REVENUE
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OSF Digital transitioned Mustang Survival’s existing site over to Salesforce Commerce Cloud and leveraged the legacy code used for the Safariland website by adjusting it to meet the client’s specific needs. Multiple third-party solutions were implemented to help Mustang Survival provide an enhanced customer experience. The brand now has a powerful multi-language and multi-currency ecommerce presence.

Since 2015, OSF Digital has been actively supporting Safariland by performing complete evolutive maintenance services. OSF provides support for any website functionality issues that arise and may affect commerce, UX, UI and any other area of the website.


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Additionally, OSF implemented the Crazy Egg script to gather information about customer behavior on www.safariland.com. Based on this data and Google Analytics reports, OSF provided recommendations to enhance sections of the site including the homepage, search, category page, newsletter subscription pop-up, product detail page, customer’s account, and checkout page.

Furthermore, an in-depth approach to Safariland’s website optimization was performed and a comprehensive review of their Business Manager architecture was done. OSF provided a monthly analysis of the brand’s email marketing activities, conducted an SEO audit, and helped Safariland monitor their ecommerce activity and analyze their performance, including their ecommerce reports, cart abandonment reports, affiliate marketing and PPC reports.
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ENABLING EASY CONTENT MANAGEMENT

OSF implemented its BlogLINK cartridge for the seamless integration between WordPress and Salesforce Commerce Cloud. This provides Safariland with the ability to enjoy effortless and non-technical content management by bringing articles from their blog into Salesforce Commerce Cloud as Content Assets.

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