Hat Club has a well-established following, but the company has plans to further amplify their community from the grassroots up.
“It’s not something that you can force with marketing,” says Cameron. There’s an organic growth that comes from being authentic, and the brand embraces a gritty, urban feel.
“Other brands can be quite polished and cold in their imagery. When we do photoshoots, it’s more like user-generated content. It’s photos of real people (our customers, in fact) on the street. We tell the story behind each hat and each design, that’s something that really cuts through the competition.”
Translating that story to their ecommerce store requires an intuitive shopping experience that caters to niche customer preferences. Hat Club only sells one type of product but the variety is immense. From leagues and sports to entertainment and design collectives, there is a vast array of categories for shoppers to contend with. That’s before you even account for color and sizing options.
“Our native search just wasn’t powerful enough. We needed a solution that would deliver the best results for our customers and make it as quick and easy as possible for them to find what they’re looking for. Searchspring is a great partner for that,” says Cameron.