Duckworth was founded by fourth-generation sheep ranchers dedicated to creating apparel made from 100% Montana-grown Merino Wool to produce high-quality products. The company offers a variety of premium, source-verified garments that are designed to endure the rugged conditions of the Northern Rockies, using an entirely America-made supply chain that Duckworth calls Sheep to Shelf™.
The Opportunity: Upgrade Online Experience
With competitor brands such as Icebreaker, Pendleton, and Smartwool as well as outdoor specialty stores like Patagonia and REI, Duckworth needed to upgrade its online presence and ecommerce experience to provide consistent returns in a strong market. Using data to provide powerful user experiences was imperative for the business’ continued growth and success.
The Strategic Roadmap: Incremental Gains Drive Exceptional Results
The relationship between Duckworth and Tadpull began in 2016 with a simple idea: Get 1% better every day.
As daily marketing channel activities and campaigns became more sophisticated and data-driven, Duckworth and Tadpull focused on specific milestones each year.
- 2016 – Cross-channel basics: Coaching and execution on a cross-channel strategy and driving traffic, converting users, and retaining customers
- 2017 – Building cross-channel success: Paid CPC and Paid Social execution; SEO and content basics; referral target identification and management
- 2018 – Social media & email growth: Paid Social (FB/Instagram) pixel creation and implementation; Facebook Product Feed Config and Integration; consolidated MailChimp lists into one master with relevant segments; automated campaigns checklist for Duckworth team to implement
- 2019 – Website foundation restructuring: Rebuilt website on Shopify and imported historical order, customer and product data; transferred customer accounts and pro-purchase program; re-wired connectors and apps
- 2020 – Customer segmentation framework: Migration to Klaviyo; warming up the account and lists; advanced email automations
- 2021- Data-driven customer retention: Built SMS and loyalty programs
- 2022 – Website traffic diversification: Focused on conversion rate optimization and SEO as keys for future-proofing ecommerce businesses
The Success Story: Small & Consistent Changes, Big Growth
The Partnership
For seven years, the Tadpull and Duckworth teams have worked together to make decisions on everything from technology stacks and budgeting to cross-channel campaign execution and loyalty programs. Tadpull proactively drives quarterly roadmaps against annual goals and forecasts, finding the best opportunities within channels, on the website, and within the tech stack and dataset.
Ecommerce Strategy
Tadpull currently owns day-to-day operations in Paid, Email, Conversion Rate Optimization (CRO) & SEO.
This involves:
- Creating, managing, executing and optimizing daily campaigns. By continually optimizing the media mix, Tadpull has helped Duckworth drive more than 40% of its revenue from owned-media channels email and SMS.
- Collecting and activating first- and zero-party data. By collecting owned data and segmenting it within the Pond software, Duckworth is able to convert highly loyal customers and improve its CLV.
Tadpull helps Duckworth achieve its goals by using the Pond software to:
- Drive CLV and Media Efficiency Ratio (MER) thresholds
- Identify and target key customer segments
- Share the qualitative voice of the customer data
- Isolate margin data for profitability
- Suggest gateway products for merchandising
- Track and forecast against seasonal performance trends
Exemplary Ecommerce
Duckworth transformed its online business from a fledgling, low-converting website to an exemplary ecommerce-first brand by constantly testing and improving customer experience using the power of first- and zero-party data.