Red Wing Shoes
Made for industrial-strength loyalty
Arguably the world's most respected boot-maker, Red Wing sells millions of pairs for every industry on every continent. Their secret? Putting themselves in the shoes of their hard-working clientele. We extended this worker-first sentiment to the digital realm, designing a global procurement site built around specific jobs and safety needs, and creating email campaigns that recognize and reward real working men and women.Visit site
Telling the brand story
Conveying the heritage of Red Wing Shoes is no small task. From the people who wore them to the town of Red Wing itself, there’s no shortage of compelling content. We knew we needed to create a digital experience that would do Red Wing’s story justice. The result: A design that echoes the legacy of Red Wing and tells the story of the legendary footwear that’s been made by hand for over a hundred years.
Showcasing the brand
When designing the experience for the main Red Wing website, ideapark opted to put Red Wing Shoes products front and center. With minimal color and a clean interface, the site focuses on highlighting the boots that make the legend.
Fine-tuning user experience
With an international reputation for safety wear that combines form and function, Red Wing needed a website that did the same. The Red Wing Safety site serves the needs of a global audience by avoiding a one-size-fits-all approach. From tools that help safety managers find and save collections, to content tailored to region, the Red Wing Safety site helps safety managers around the world protect their workers from head to toe.
Building site flexibility
The challenge: Create a template-driven platform in order to allow Red Wing stores to each have their own online presence while retaining the integrity of the brand. Using insight provided by storeowners, ideapark designed a comprehensive solution complete with permission-based admin tools. Today, Red Wing store personnel have the ability to select and customize content ranging from product selection to coupons.
Maximizing customer retention
When looking to build an email program that would establish an ongoing relationship with customers, Red Wing turned to ideapark for insight as well as execution. Working in close collaboration, we developed a strategy to help ensure each customer’s satisfaction, reward their loyalty and encourage repeat business. Today, people who purchase footwear in Red Wing Shoes stores and opt in for email from Red Wing receive a series of personalized communications at specific points via a highly-automated framework that acts on POS data.