Net Retailer Feels Post-Holiday High
SAN FRANCISCO, Calif.–While some net retailers are starting to feel the post-holiday pinch, Fusion.com is feeling a post-holiday high.
Fusion.com, the venture-backed specialty action sports e-tailer, continues to experience tremendous growth, including a 600 percent increase in sales since 1998. Each day, traffic to its website increases dramatically due to word-of-mouth and groundswell brand building activities to its loyal Gen X and Gen Y action sports participants.
“We are thrilled to see our business thrive when other e-commerce companies are struggling,” says Tom Williams, President of Fusion.com. “Our e-commerce strategy is proven rock solid and succeeding, our revenue continues to grow because of our customer service and commitment to the customer by providing the best products available.”
San Francisco-based Fusion.com offers brand-name action sports gear and lifestyle products for skateboarding, snowboarding, surfing and wakeboarding enthusiasts. Fusion.com is one of the most recognized action sports e-commerce brands by action sports enthusiasts and sells more action sports merchandise than anyone else on the Internet.
Extreme Net Strategy
Unlike some of its competitors, Fusion.com’s strategy is very focused, enabling it to develop a niche in the $5.3 billion action sports marketplace. By providing a deep selection of top brands for the core board sports, Fusion.com maintains a better understanding of product lines and the sports and offers the most current merchandise and information available. The site also offers lifestyle merchandise, including apparel, music, videos and games, and features content relevant to its demographic, such as snow reports, product reviews, a photo gallery, industry buzz, pro interviews and mountain cams.
“By fusing sport, music, fashion and technology, we’ve created a shopping experience that goes beyond retailing,” says Williams. “We’ve developed a youth culture site immersed in extreme sports that our customers can’t get enough of.”
Fusion.com has successfully tapped into the hard-to-reach, brand-conscience Gen X and Gen Y marketplace who are passionate about extreme sports. In fact, 80 percent of action sports users are between the ages of 10 and 34, and 95% are online.
“We live and breathe action sports, just like our consumers do,” says Williams. “We know what they want and we successfully deliver it through our participation in the sports and superior technology.”
Fusion.com’s unprecedented customer service strategy is also responsible for its growth and enabled its customer service staff to fulfill 100% of their online orders this holiday season. The company controls its own fulfillment center, call center and customer service internally, allowing customers to communicate freely with “real” people. They also employ a knowledgeable staff who participate in the sports for which they sell.
Fusion.com recently received four out of five stars by the e-business rating company BizRate.com and has been rated as one of the top ten sport stores by Top10links.com. Fusion.com also operates a click-and-mortar store in San Francisco that amplifies its Internet presence.