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Why I did not buy a ski jacket

Welcome to a blog post series called Missed Opportunities. Every so often, I’ll share a personal anecdote where a business could have done something brilliant from a marketing perspective — but didn’t quite reach that goal. I’ll unpack how they missed their goal, why that matters, and how they could improve on it going forward.

I love to ski. It ‘s one of my favorite things to do in the winter here in the northeast, and I ‘m currently in the market for a new ski jacket. Like many this time of year, online shopping is my go-to option to find a new product I ‘m looking for. I ended up on a leading ski brand outerwear’s website and started perusing what they had.

The site was really cool. It was visually engaging, had very consistent, modern branding and high quality professional photography.
Impressive. I found the Men ‘s category, and then sorted the company ‘s products by jackets. So far so good.

After about fifteen seconds I was already hard-pressed to find an easy way to sort through the products. There were 34 jackets to choose from, and the only way to filter my options was by color and size. In front of me was a mixture of downhill ski jackets, running jackets, Nordic ski jackets, and some thicker fleeces. What?

The name of each jacket used a fancy acronym such as QST or GTX, a useless name as a new customer to the site. After clicking on a few jackets, I quickly learned that none of the products had reviews, proving difficult to make any kind of decision about which jacket to buy. Even little specifications about each jacket threw me off. The weight of each jacket was in grams, not ounces (understandable for the European company but unhelpful as a consumer in North America).

One of the biggest problems with this online shopping experience were the descriptions for each product. One jacket had the following excerpt:

“…is the leading north star for COMPANY showcasing our vision of the furure by enabeling pure progression of sport & product.” (spelling mistakes theirs).

It ‘ s clear the English was translated poorly, and the ” strategic ” marketing copy here is nothing more than fluff. What are they really trying to say about the jacket? It was frustrating trying to figure out what to buy.

For now, I still don ‘ t have a ski jacket. It ‘ s very likely this brand makes some great products, but their website was too challenging to navigate. With little guidance to help customers choose a jacket, I ‘ m not sure how anyone would know what to buy.

The purpose of a website and other marketing tools is to make it as easy as possible to learn about your business and buy your product or service. In simple business terms, this was a missed opportunity to close a sale.

Want to talk about your marketing and how to make it effective? I’m a phone call away 888-840-2595 x1.