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The Challenge

Thule, the world’s leading sports and utility transportation company, knew it needed a cohesive voice across its international websites. In addition, its current website didn’t showcase the Thule brand, allow for e-commerce in the U.S. or help consumers easily find the products they were looking for. Increasing global competition made switching gears online a priority.

The Solution

Thule engaged Hanson Dodge with the goal of combining two existing websites into a single global platform that would deliver a powerful Thule brand experience online, across the world. Creating a unified voice meant developing an impactful online brand message strategy, a content rich website, a best-in-class customized shopping tool and product fit guide, inspiring videos and photography, comprehensive search engine optimization and a shared organizational vision to carry the load.

Thule Fit Guide

As part of the launch of the new Thule website, Hanson Dodge designed a new Fit Guide that made it clearer and easier for consumers to find the right solution for transporting their equipment and gear with Thule products. The new Fit Guide simplified finding, choosing and purchasing Thule products through an intuitive process that allowed consumers to search for products that specifically fit their vehicle and gives them the specific components required for installation. Consumers could see what the products look like in use and save their desired product list, purchase online or print and bring to a dealer to purchase.

The Results

Following its launch, the new Thule.com site quickly became the online destination that delivered Thule to the world. “Thule is the world leader in the industry, and we now have a website that corresponds to our market position in terms of functionality, customer benefit and design," Peter Kjellberg, Senior Vice President at Thule, said.

  • 145% Increase

    North America Site Traffic
  • 886% Increase

    Search Volume Due to Optimized Keywords
  • 226% Increase

    Conversion Rate from Thule Fit Guide to Online Purchase
  • 22% Increase

    Overall Business in Year One
  • 80% Increase

    Rack Sales