ReaLift + Russell Moccasin
Russell Moccasin
124-year-old custom boot manufacture delivers ideal customer experience to their online shoppers.
The Brand
Russell Moccasin's footwear has been crafted by hand for over 124 years on the banks of the Fox River in Berlin, Wisconsin. In 2022, the Russell family sold the company to Joe Julian, Luke Kolbie, and longtime Russell production manager, Joe Gonyo. Keeping the heritage of custom handmade boots was imperative for the new ownership while bringing the 124-year-old boot-making brand into the modern era with distribution, sales, and marketing.
The Problem
The new ownership team brought Russell Moccasin to the digital world via direct-to-consumer online. A major challenge they faced was the sizing variance for new shoppers who were not fitted in-store or at an event. Many shoppers could be a full size up or down from their traditional shoe size or Brannock device results. With a $500+ AOV, finding the right fit was paramount due to expectations of customers.
The Solution
Russell Moccasin and ReaLift, partnered together, to launch a web-based footwear sizing solution, to help shoppers find the ideal shoe size, the first time.
After 60 days of launching ReaLift on their footwear products, Russell Moccasin gained substantial improvements in KPIs including:
39%
35%
11%
1,669
Luke Kolbie
CEO of W.C. Russell Moccasin Co.
"Finding a partner to help us with online sizing was critical for us to grow as a custom boot manufacturer. Every time we had a return or exchange, it decreased our inventory where we could be selling a boot to another customer. Our in-person fitting events showed our lasts were larger than traditional shoes, and customers could be a half to full size smaller than they usually wear. Partnering with ReaLift helped us tremendously, helping our customers find their Russell size for the first time. They were fantastic to work with, deeply understanding our sizing & fit challenges, and worked with us to build a solution we proudly promote to our customers."
W.C. Russell Moccasin Co.
5/5
