TRAIL magazines Gear Guide section has an excellent way of decribing its products and letting consumers know all the little details about the products they may be thinking about purchasing.
One of the main things we've found from talking to Berghaus consumers is that they feel there is not enough detailed product information avaliable on the website which is why they would generally rather purchase their items in-store. One way to get consumers more involved in purchasing online is to have more detailed description of product - so detailed that all the information they would be able to get from an assistant instore would be relaid to them online. Key inspiration to take from TRAIL would be to include sections on:
Main Activity - Decide what activity you want to do, then choose a jacket designed specifically for that e.g. general, mountaineering, climbing.
Fabric performance - types of waterproofness e.g. resistant, waterproof, very waterproof. extremely waterproof.
Ventilation
Zips, Hoods, Pockets, Lining, Sleeves.
Sizes - long lengths, avaliable in mens or unisex.
Design - designed to work whilst your wearing a jacket or rucksac.
It could also include a link to stciklists who have this item in stock and Berghaus planned routes which would be perfect to go on with this product.
And it also does it for shoes:
Lauren Callaghan
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