Manduka – ARCHIVED: From Startup to Category Leader
eCommerce Website & Digital Marketing
Premier Yoga Mat and Accessories Brand, Manduka partnered with Cuker to create an engaging and authentic website, online store and integrated digital marketing strategy that engages the core Yogi and grows the brand.
Strategy
We started by working with Manduka to understand their brand objectives, business goals, and consumer targeting strategy. We then developed a strategy plan for creating a digital platform that inspires yogis, engages the yoga community and key influencers, integrates social media, stimulates sales growth, optimizes the client's internal infrastructure, and provides an optimal platform for performance marketing.
The Wireframing Process
In order for Manduka to show that they are part of the heart and soul of the yoga community, we had to incorporate the yoga community into our marketing, page layouts, and messaging. From the blog to the online store, the community's voice was strategically woven throughout all of the layouts.
Design
Design exploration started with gathering/creation of elements and icons that represent all things yoga. We then established a layered design style that speaks to the yogis and their culture.
Online Store
We designed and developed a playful yet powerful eCommerce platform with advanced features like an affiliate program, product reviews, shipping quotes, warehouse integration, and a one-page checkout.
Internationalization
The website was extended to Europe with separate marketing capabilities, fulfillment, and customer service.
Search Engine Marketing and SEO
The website was marketed on search engines to drive traffic and purchasing customers. Specific landing pages were created to drive customers to easily find exactly what they were searching for.
Awards
The Manduka Website has been featured by the WMA (Web Marketing Association) and OMMA (Online Media, Marketing and Advertising) for awards in standards of excellence in eCommerce. 2011 Consumer Goods Standard of Excellence 2011 Best Retail Site Standard of Excellence
The Results
The overhaul of the Manduka Website, Internationalization, and the Marketing programs implemented after launch created a significant increase in sales producing over 300% revenue increase.
