Client: KOSMOS
Case study
The eCommerce Evolution of Burton's Main Distributor in Poland
Range
Sellin implementation, Magento implementation, pre-implementation analysis, branding, UX/UI design, design management, back-end development, front-end development, testing, project management, SEM
KOSMOS is a cult brand in the skateboarding and snowboarding community in Silesia. It began in the 90s as a skateshop. Currently, it is the main Polish distributor of the world's largest snowboard brand, Burton. KOSMOS had an online store, but its performance, due in part to the lack of a responsive version, was unsatisfactory for customers. The store's image also clearly lagged behind the market, and the online platform failed to meet expectations.
In response to the identified problems, we offered a comprehensive service – from brand repositioning, through design and implementation of the e-store, to continued cooperation on store development.
Reason for rebranding and market context
After analyzing our current target audience, we concluded that the old visual identity appealed to a customer group that no longer constitutes our core audience. The previous image, reminiscent of skateshops from the turn of the 2000s, was unsuitable for a store that primarily distributes the Burton brand—now positioned not only for snowboarding but also in the outdoor and streetwear markets.
How to refresh an iconic brand and undergo technological evolution while ensuring sales continuity?
From a business perspective, KOSMOS is primarily a distributor of the Burton brand. We strategically analyzed two options: one aligned with Burton's brand communication strategy, and the other based on continuing and developing the KOSMOS brand. The first option would have meant creating a less recognizable brand and communicating Burton much more effectively.
The main risk of this solution would be weakening the brand, the outflow of customers to other distributors (greater susceptibility to price wars), less certainty regarding returning customers and little possibility of stimulating sales based on loyalty to the KOSMOS brand.
The second strategic path was to create a more distinctive brand, an evolution of KOSMOS, that would forecast the image of the snowboard and streetwear industry.
The visual identity is intended to convey a more uncompromising image to which customers for whom Burton is a lifestyle manifesto can aspire.
KOSMOS is thus intended to strengthen its position among snowboarders, referring to what it represented for skateboarding culture in the 2000s.
Insight: Commercially dominant brands promote snowboard products by drawing on niche styles and authentic brands.
Image and interface design
The new KOSMOS draws inspiration from niche snowboard and lifestyle brands, both in its visual identity and in the store design. We combined simple typography, the crown from the previous logo, and the use of textures and "outdoor" materials with a pragmatic, even austere, layout of elements in the store interface, reminiscent of brutalist websites.
Technology
The rebranding was tied to technological evolution. The owner of the online store kosmossklep.pl decided to change their store engine. We implemented the new KOSMOS on Magento 2. We performed data migration and assisted with the technology transfer.
Omnichannel
Multi-channel sales, a mutually supporting model, where the user has many points of contact with the brand and its products, is a process that has been going on in KOSMOS for a long time. The high awareness of the owners, co-organization of industry events results from the passion for snowboarding. Thanks to our constant cooperation, activities for the next season are already being prepared.
What benefits did KOSMOS achieve from the cooperation?
29% higher overall conversion rate.
128% higher conversion rate on mobile devices.
72% shorter average page load time.
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