Fashion, Apparel & Accessories
Inside Saddleback Leather’s Quest for An Uncompromising Shopping Experience
Saddleback Leather needed performance and flexibility
Storytellers always find a medium. As a volunteer English teacher in Mexico, Dave Munson found his in a leather book bag that he had made by a local craftsman. He wanted a durable adventurer’s satchel that “was made so well my grandkids would fight over it when I was dead.” When strangers started going out of their way to admire his bag and ask where they could get one like it, Dave realized he was onto something good. He built up Saddleback Leather on the travel and adventure stories of that first bag. The heirloom-quality bags carry a 100-year warranty—true to Dave’s commitment to creating quality products that last a lifetime.
By 2017, Saddleback Leather was growing rapidly and had expanded to women’s handbags with Love41. But the company’s eCommerce operation was holding it back. “With NetSuite, page loads took 9 to 12 seconds, which was a problem,” says Dave. “Plus, we had to customize everything, even basic functionality that might come standard on another platform. Because it was expensive and complex, there were many marketing ideas we didn’t even attempt.”
The company knew it could do better. Together with its solution partner, Kensium, Saddleback Leather looked to launch a new eCommerce website that would deliver meaningful and engaging shopping experience to consumers.
“People buy from companies they like, and we want them to fall in love with Saddleback Leather,” says Dave. “Magento Commerce makes is easier for us to build those personal relationships by giving us the freedom and flexibility to do more with our site and the quality of services we deliver.”
With NetSuite, page loads took 9 to 12 seconds, which was a problem. Because it was expensive and complex, there were many marketing ideas we didn’t even attempt.Dave Munson
Saddleback Leather crafts compelling new shopping experiences
With Magento Commerce hosted in the cloud, Saddleback Leather gained many ecommerce functionalities it previously lacked, helping to fix performance problems, improve SEO, simplify and expedite content updates, and boost conversion rates through A/B testing. One of the first features the brand added was a shared shopping cart between Saddleback Leather and its sister brand, Love41, making it easier for customers to buy across both sites and checkout faster.
Magento Commerce has also enabled Saddleback Leather to get much more sophisticated with its marketing. The retailer now offers monogramming on select designs—a great way to increase brand loyalty, boost profit margins, and reduce returns. It also started offering product bundles to increase average order value.
“We still have a lot of ideas about how to improve our site, and with Magento Commerce, we know we can make them happen,” Dave says. “It’s like having four-wheel drive—you don’t need it on every road, but you can count on it to get you to the top of a challenging hill when necessary.”
As Saddleback Leather looks at the road ahead, they’re exploring ways to better serve the needs of of the growing numbers of cross-border buyers. The company is also excited about adding social validation through product reviews and integrating user-generated content from Facebook and other social platforms through Yotpo.
Unlimited opportunities for B2C business growth
The company’s use of Magento Commerce is paying off. With performance improvements and more engaging content, new eCommerce website users jumped 57% and visitors are spending as much as 50 percent more time on the site. Conversion rates are up 17.5%, average order value is up 8%, and overall sales are up. Best of all, Saddleback Leather’s storytelling and performance is no longer limited by its technology.
Because Magento Commerce is so easy to use, Dave sees a broad new horizon for the company, saying, “now, anything is possible.” Marketing and IT teams can launch new functionality, build new landing pages, and update content much faster. That makes an enormous difference as Saddleback Leather looks to make the most of its resources.
“We get things done a lot faster, cutting out an extra two or three weeks from the development cycle,” Dave says. “Not only does that save costs directly, but it also allows us to start seeing sales results much sooner.”
By moving fast and focusing on customers, Saddleback Leather can now let its products tell their story in more personal and compelling ways.
We get things done a lot faster, cutting out an extra two or three weeks from the development cycle. Not only does that save costs directly, but it also allows us to start seeing sales results much sooner.Dave Munson