March 14, 2019

Mountain Khakis boosts sales 49% in 22 days with a CDP

minute read

In just 22 days the outdoor apparel retailer launched new data-informed campaigns just in time for Christmas, the most important time of year, launching with Black Friday Sales.

Learn how a CDP helped to turn their business around, by enabling accessible customer data, self-service new insights and targeting more of their best customers. The initial campaigns led to a 47% increase in total customers and 49% revenue uplift.

Mountain Khakis: Mountain-inspired apparel from Jackson Hole

Legend has it that Mountain Khakis was born on the back of a napkin in a Jackson Hole bar, and aimed to be a supplier of hard-wearing, mountain-inspired apparel.

The original concept was pretty simple: to make a more durable outdoor trouser
Jeremy Hale, President

Since its inception, the brand has launched a host of new categories, including accessories, shirts, shorts and women’s wear.

Mountain Khakis has a distribution model of 40/60 direct to wholesale. Whilst wholesale channels are growing revenue, they were experiencing a 20% YoY revenue decline, 3 years in a row on the direct side.

This is where we are right now and that’s not okay. We have to do something.
Jeremy Hale – President

There was a need to stop the decline and an opportunity to make this a more profitable channel. To seize this opportunity, it was vital they genuinely understood their customers. This was the starting point for their CDP journey –  to understand why they were losing customers and revenue, and how to turn it around – fast.

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Dave Chinn
CEO & Co-Founder
David joined Lexer in 2015 as the General Manager where he helped to scale the Australian business over a two year period. David then founded Lexer’s North American business, he is based in Los Angeles and has responsibility for global marketing, sales and success. His career in data and technology started at Experian where he worked for 10 years. Despite living on foreign soil David still has Aussie tastes; beer, BBQs, surfing and the great outdoors.