Mimi Ruiz | eTail Connect West

Measurement, Margins, and Making the Model Work

8:50 AM C-Level Keynote Presentation or Keynote Fireside Chat: Repositioning a Heritage Brand for a New Generation: Inside Columbia.com's Digital Transformation

Columbia Sportswear is using digital experiences to reposition a heritage brand for a new generation while still serving its long-time outdoor customers. Columbia.com is leading that shift by moving to a composable architecture, rebuilding the site experience, and developing a personalization strategy built around how customers actually make decisions.

This session covers how the brand is evolving product discovery, expanding into social commerce, and segmenting core and new-to-brand audiences so each group experiences the brand differently. The digital work is ongoing, but the direction is clear: use the site as the fullest expression of the brand and let it do the repositioning work.

Bring a new audience to your site by:

Structuring product discovery for complex, multi-filter purchase decisions
Segmenting core and new-to-brand audiences across digital touchpoints
Using social commerce to reach younger consumers outside your existing ecosystem