Choosing the right backpack can be a daunting task, especially when faced with an extensive catalog of technical gear. Osprey partnered with Crobox to develop their Packfinder—a guided tool that simplifies decision-making for new and returning customers alike. This tool has empowered shoppers to discover backpacks that perfectly match their needs, fostering loyalty and increasing conversion rates.
Osprey is a globally recognized leader in premium performance packs designed for outdoor adventure, travel, and everyday life. As part of Helen of Troy’s brand portfolio, Osprey is committed to innovation, sustainability, and helping customers create unforgettable experiences in the great outdoors.
Backpacks are highly specialized products, with different designs, features, and capacities for various activities. This complexity can be overwhelming, especially for first-time buyers or those unfamiliar with the brand.
Osprey needed a solution that could help customers (especially first-timers) confidently navigate their extensive catalog, provide personalized recommendations based on user needs, and simplify the buying process while educating customers on technical features.
Osprey partnered with Crobox to generate a more sophisticated, user-friendly Guided Selling solution. This redesigned Packfinder offers an intuitive experience through straightforward questions and captivating visuals, making it accessible to a global audience. It aims to guide customers through their journey, ensuring they felt supported while exploring Osprey's product offerings. The collaboration focused on simplifying the interface and demystifying technical language to make the tool more approachable.
Key improvements included enhancing the product taxonomy to translate complex terms into more relatable language, creating a simplified user interface to minimize friction, and applying data-driven optimizations to refine recommendations and boost discoverability. Additionally, the updated Packfinder was integrated into Osprey’s broader marketing strategies, amplifying its visibility across the brand’s digital ecosystem and enhancing the overall customer experience.
Beyond simplifying purchases, the Packfinder instills confidence in customers by ensuring they select the right pack for their adventures. This guided experience has become a cornerstone of Osprey’s strategy, enabling the brand to grow its global footprint and nurture a loyal customer base.
The Packfinder’s impact extended beyond driving conversions and ROI. It provided Osprey with invaluable insights into their customer base. By analyzing user responses, Osprey gained a deeper understanding of customer segments, preferences, and needs. This data revealed trends in popular technical and lifestyle features, allowing Osprey to fine-tune its offerings and better address diverse customer journeys.
