Case Study: Roots achieves 38% mobile-driven traffic and unified omnichannel shopping with Salesforce Commerce Cloud

How Roots Uses Mobile to Unify Commerce

Roots, Canada’s leading lifestyle retail brand, faced the challenge of unifying online and offline commerce as customers increasingly used mobile devices to shop in and out of stores. To bridge that gap, Roots needed a cohesive omnichannel experience that supported in-store behaviors like inventory lookups and simplified the mobile path to purchase.

Roots implemented responsive design in 2013 and followed a phased approach of design, optimization, enhancement and customization. They added in-store inventory lookup, store finder and availability checks, simplified navigation, reduced clicks and prioritized top-performing categories to drive cart creation. By 2015 phones accounted for 38% of traffic (an 80% increase) and 15% of sales, and mobile shoppers typically browsed more than 14 products before making an in-store purchase.

Roots

Lauren Teslia

Director of Omnichannel Commerce