The company’s product line includes boots, slippers, sandals, casual and sport shoes as well as bags (Jones, 2012 p, 192-193).Digital marketing strategy had been a drive towards the realization of massive digital presence for the company. It all begun in 2010 after the appointment of the current CEO, Melissa Potter, who drove the re-organization of the company’s business operations. Most importantly he launched online business for the company, and it has made Clarks a global brand. Digital presence has enabled the company to offer its products to customers in over 50 different countries through selling its products online. Apart from being a maker, Clarks is also a retailer has over 500 shoe stores in the United Kingdom. Digital marketing involves opening of online stores that operate under the company’s banner.Initially, the company’s main business was the United Kingdom shoe market, and the company had challenges in boosting sales through its new website. The challenge was solved through the development of a comfortable, durable, e-commerce system that met all the business target markets. Through customer focus, the company launched its website and started a campaign for customers to voice their concerns. To understand the concerns of online customers, the marketing team started a campaign of stringent web testing so that attracted customers could give their view on their web experience and for the upgrading of the web version. Through Multivariate testing of the website, Clarks developed an online shopping experience that helped customers enjoy their shopping, check products, prices, make payments and the order delivery. Improved website details such as design, language and email sign up have helped the company’s customers to have a unique experience in conduct online shopping (Malaga, 2007 p. The brand marketing team ensured that there were over 36 website tests to gather customer insights on website details. It improves online customer experiences as the company was able to incorporate website details that med customer tastes and behaviors.Clark has improved its website page and incorporated relevant search result. The company website has better performing page, and online users can also sign up for email alerts. It promotes new offers for the business. Customers can select items for purchase online and add them to their basket if they are not able to
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