Rockport Uses the Yext Knowledge Engine to Keep Customers Moving
“Having incorrect information out there is probably the number one turn-off for a consumer. The last thing we want is for someone to have difficulty finding the correct phone number for one of our stores, or even worse, to show up at the mall and discover that our store has moved. With Yext, we’ve gone from the vast majority of our listings having a variety of errors, to having virtually none. That’s a win in my book.”
The Rockport company is a shoe manufacturer based in Newton, Massachusetts. Founded in 1971, the company has become known for making casual and dress shoes that feel like sneakers. Today, Rockport serves customers in more than 60 countries.
“Rockport makes dress shoes with athletic technology,” explains Joanna Linder, Director of Global Direct-to-Consumer Marketing. “Our current brand campaign is centered around the concept that our shoes are ‘made for movers.’ We make shoes that can take you anywhere. Our consumers are busy moms, hardworking professionals, people who need to move through their day in style and comfort, whether they’re hiking, out for a walk, running errands, or chasing their kids around the playground. Whatever they’re doing, we are committed to making the best possible shoes our consumers can count on as they move through their lives.”
It’s very important to Linder that Rockport be able to update and maintain its digital knowledge. “Before we were able to manage this information day-to-day, we were getting emails from store managers, saying ‘our phone number is wrong on Google or Bing,’ and someone would try and fix that as a one-off. That wasn’t sustainable, so we started to look into solutions.”
Rockport Centralizes Its Digital Knowledge With Yext
Rockport uses Yext Listings to manage the public facts about its brand. The Yext Knowledge Engine enables brands like Rockport to manage the digital knowledge about their people, places, and products across their websites, mobile apps, internal systems, and the entire Knowledge Network — the industry’s largest ecosystem of maps, apps, search engines, GPS systems, and social networks including Google, Apple, Facebook, Bing, and Yahoo.
“When we signed on with Yext, we were under new ownership, after spending many years affiliated with a large athletic brand. Therefore, a lot of our stores were listed in conjunction with another company,” explains Cassandra Anderson, Associate Manager of Retail Marketing. “When Rockport set out on our own in summer 2015, we noticed that a lot of our listings were messy. We were so closely tied to our former ownership that our stores would show up with incorrect listings, and of course that was very confusing for consumers. Yext was able to clean all of that up for us. And, now, if something changes somewhere — like a store remodel or a snow storm — I’m able to go into Yext and note a certain location is temporarily closed. So it’s real time, it’s consistent, and we are very confident when we use it.”
In its first six months with Yext, Rockport increased its number of listings by 140% in the US and by 697% in Canada. The company has also increased visibility for its locations in Google’s Local Pack. In fact, the Yext Intelligent Search Tracker shows Rockport has experienced a 53% rise in Local Pack appearances across branded and unbranded keywords since launch. For the search term “comfortable shoes,” Local Pack appearances increased for Rockport locations by an incredible 569%.
Linder is very pleased with her decision to use the Yext Knowledge Engine. “Having incorrect information out there is probably the number one turn-off for a consumer,” she states. The last thing we want is for someone to have difficulty finding the correct phone number for one of our stores, or even worse, to show up at the mall and discover that our store has moved. With Yext, we’ve gone from the vast majority of our listings having a variety of errors, to having virtually none. That’s a win in my book.”