PROJECTS
Who Is American Legacy Fishing & Outdoors?
American Legacy Fishing & Outdoors is one of the premier online retailers for fishing gear. Most notably, ALFO is the world's largest G. Loomis & Shimano retailer and the only company in the industry with a fully operating used gear trade-in program.
Working with ALFO has been a privilege and we regard our work with them as the crowning achievements of our portfolio.
A premium price of $49.99 was assigned to the annual subscription and it was finally launched on April 1, 2022.
An immediate and steady influx of subscribers was experienced over the remaining nine months in 2022. There was an observed 50% increase in average order frequency amongst Legacy Elite members with a minimal decrease in average order value at 4.3%.
Legacy Elite is still alive and growing to this day and we are proud to have conceived, developed, and launched such a burgeoning program.
Legacy Elite Program
Coming out of the pandemic, Outdoors companies could do no wrong. Every conceivable metric by which a business would use to measure their success were at an all time high across the industry and, as a result, differentiation was not something most companies were focused on.
With an ever-present focus on trends across all industries, we turned our focus towards finding a way to help American Legacy Fishing & Outdoors stand out from the crowd. That differentiator would shortly become what is now known as the Legacy Elite Program.
A premium shopping experience that gives customers 10% of their purchase back to them in reward points, free no-minimum ground shipping with early and/or exclusive access to promotions, discounts and product releases.
Mailing Drop-In Promoting Legacy Elite (Front)
Mailing Drop-In Promoting Legacy Elite (Front)
Mailing Drop-In Promoting Legacy Elite (Back)
Original Legacy Elite Announcement Video
Mailing Drop-In Promoting Legacy Elite (Front)
The formula of "Disruptive Product + Disruptive Marketing = Immediate Add-On Sales" played out as intended, seeing an immediate subjective increase in goodwill amongst our customer base across Facebook, Instagram, and Walk-In Traffic along with a steady flow of prospective orders finally being placed with American Legacy Tungsten as an add-on.
The formula of "Disruptive Product + Disruptive Marketing = Immediate Add-On Sales" played out as intended, seeing an immediate subjective increase in goodwill amongst our customer base across Facebook, Instagram, and Walk-In Traffic along with a steady flow of prospective orders finally being placed with American Legacy Tungsten as an add-on.
American Legacy Tungsten Weights
Tungsten is the most premium material that fishing weights can be made out of. It is denser, therefore it can take on a smaller form factor and transmit vibration better than its lead counterpart. The only problem: Manufacturers have been inflating the price since the product was introduced to the industry in the early 2000's.
Our solution was to source tungsten directly from a trusted manufacturer and sell it as a loss-leader at our wholesale cost. This in and of itself isn't a novel concept, as we've seen it play out across multiple other industries in recent years, but we chose to embrace the fact that American Legacy would be losing money on their private label tungsten sales.
Original American Legacy Tungsten Announcement Video
American Legacy Tungsten Weights
Tungsten is the most premium material that fishing weights can be made out of. It is denser, therefore it can take on a smaller form factor and transmit vibration better than its lead counterpart. The only problem: Manufacturers have been inflating the price since the product was introduced to the industry in the early 2000's.
Our solution was to source tungsten directly from a trusted manufacturer and sell it as a loss-leader at our wholesale cost. This in and of itself isn't a novel concept, as we've seen it play out across multiple other industries in recent years, but we chose to embrace the fact that American Legacy would be losing money on their private label tungsten sales.
