Carhartt CRM Case Study


Transforming Carhartt into a click-and-mortar retailer

Wire Stone helped a century-old manufacturer forge a direct-to-consumer strategy

When Wire Stone began working with Carhartt, the workwear-inspired apparel company had the blue-collar audience firmly in its reinforced back pocket. What it needed from us was an innovative strategy to drive a direct-to-consumer e-commerce evolution. Due to its venerable 108-year history, Carhartt was uniquely positioned to inspire loyalty—the challenge was to attract a diverse new audience while limiting channel conflicts.

To become a winning e-retailer, Carhartt needed a cross-channel business model for its diverse product lines; the rough-hewn voice it had relied on for a century didn’t work for women’s wear and other new offerings. Wire Stone charted Carhartt's D2C transformation with a five-year, omni-channel roadmap. The revenue model included channel-specific KPIs that were dependent on content personalization, marketing automation, and predictive analytics.

Our comprehensive digital-marketing program included building a consumer-intelligence hub that enabled personalized experiences across search, social, display, email, and the e-commerce website. With this foundation, we rallied internal Carhartt stakeholders to develop an extensive set of hypotheses and test plans designed to optimize the right offer to the right person at the right time. 

Working together, Wire Stone and Carhartt transformed the company’s consumer experience to drive sustainable growth in its nascent D2C business. Case in point: one of our optimization tests resulted in the company’s highest grossing email of the year. Over a five-year period, has witnessed a 39 percent increase in conversion rates, and a 64 percent increase in average order values.