Fila Launches New Filativa Web Site with Coremetrics

Fila Brings eCommerce In-House, Leverages LIVE Profile Data to Optimize Visitor Experience and Drive Highly Profitable Channel

 

San Mateo, Calif. – June 15, 2005 – Coremetrics™ the leading provider of hosted Web analytics and precision marketing solutions, today announced that Italian footwear and apparel company Fila is relying on Coremetrics to help create a rewarding online experience for visitors to its new www.filativa.com Web site. The site, which went live with eCommerce functionality today, marks Fila's return to in-house eCommerce after several years. In creating the new site, Fila turned to Coremetrics to help track and analyze online consumer behavior to improve marketing, merchandising, and site design.

The new site showcases Fila's new Filativa line, which features products inspired by Fila's core sports categories–running, court and fitness–fused with lifestyle activities and cultural influences to create footwear, and later apparel, that appeals to a younger, more style-driven consumer.

"Filativa, from Fila and attiva (attiva means active in Italian), is the ironic yet irreverent sport-inspired face of the Fila brand," said Rob McClellan, general manager for Fila Online. "The Filativa customer is well-educated, trend-conscious, tech-savvy and expects a one-to-one conversation with their brands."

"Coremetrics is the only Web analytics solution that bridged the gap between our branding objectives and the nuts and bolts of marketing, merchandising and site design," McClellan continued. "LIVE Profiles allow us to drill down to the level of the individual and present them with the most relevant content to help Filativa make the best possible first impression. Anonymous, aggregate data wasn't an option–Coremetrics is the only choice for the answers I need."

Since entering the sports apparel market in 1973, Fila has built a global reputation as an authentic and elite sports brand. With the launch of Filativa, Fila chose to bring Web site design and eCommerce functionality back in-house to focus on a new one-to-one marketing strategy. The company immediately began evaluating Web analytics solutions in order to find one that would provide a full understanding of online consumer and visitor behavior for marketing, merchandising and site-design purposes.

Coremetrics stood out for its LIVE (Lifetime Individual Visitor Experience) Profiles, which capture and store full clickstream data on every site visitor. McClellan said, "We looked at some of the aggregate Web analytics tools that provide basic traffic, navigation and site metrics. I've used those solutions before and was always frustrated by my inability to answer the 'OK, that's interesting, but now what do I do?' question. In contrast, Coremetrics gives us the ability to run detailed, profile-based marketing and merchandising campaigns to drive close customer relationships and grow a highly profitable online channel."

Fila, which is marketing the Filativa brand through a variety of online and experiential campaigns, will utilize data provided by Coremetrics in a number of ways:

• Combining Coremetrics' behavioral data with ExactTarget's email marketing solution to develop highly targeted email campaigns based on expressed interests and online behavior
• Increasing online conversion by optimizing site tools and decreasing abandonment rates
• Identifying the best cross-sell and up-sell opportunities and product combinations
• Using trend data captured online to measure consumer interest and optimize inventory and merchandising

"The Filativa customer has no tolerance for wasting time, so everything we do on our site needs to be targeted and relevant," said McClellan. "These same values cut across our marketing initiatives and Coremetrics will play a key role in helping us determine our overall marketing and merchandising mix – both online and off."

"Fila is a great example of a world-class brand that understands the power of LIVE Profiles to help optimize communication with its customers," said Joe Davis, president and CEO of Coremetrics. "With Coremetrics, Fila now has the ability to segment online customer behavior down to the level of the individual, as well as get a bird's-eye view of trends, problem spots and new opportunities. We'd like to congratulate Fila on the Filativa launch and look forward to working together to get the best possible results from their niche precision marketing."

 

About Fila

Fila was started in 1911 by the brothers Fila in the shadow of the Italian Alps. Its original focus was on making fine fabrics in the early century materials capital of Biella Italy . The brand grew from fabric production into making under garments and eventually got into the sportswear business in the 1970's. Fila established itself early on as a high-end, high-quality sportswear maker and grew into a very successful global brand. The quality and luxury of its products attracted the likes of Bjorn Borg, Tom Watson, Reinhold Messner and Alberto Tomba. Today, Fila is once again poised to succeed on a global scale with its commitment to quality Italian design and craftsmanship, fine materials, and luxurious performance products, for the 30 -50 year old, and the exciting new Filativa line for the younger, more style-driven consumer.

To learn more about Fila, visit www.fila.com and www.filativa.com or call 800.500.FILA.

 

About Coremetrics

Coremetrics is the leading provider of hosted Web analytics and precision marketing solutions. The company's flagship product, Coremetrics 2005, is the industry's only Web analytics platform that captures and stores all customer and visitor clickstream activity to build LIVE (Lifetime Individual Visitor Experience) Profiles that serve as the foundation for all successful e-business initiatives. With Coremetrics 2005, online marketers, IT managers, and eCommerce executives are able to attract and convert high-value visitors, increase customer lifetime value, and create a multichannel view of customer behavior. Coremetrics services over 400 brands including Columbia House, CompUSA, Eddie Bauer, Motorola, The Weather Channel, Victoria 's Secret, and Williams-Sonoma. Coremetrics is privately held with funding from Accel Partners and Highland Capital Partners, and is headquartered in San Mateo , California with offices across the U.S. and in London . To learn more about Coremetrics, visit www.coremetrics.com or call 877-721-CORE.

Coremetrics has strongly supported online privacy since its inception. To learn more, visit www.coremetrics.com/privacy .

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