Multichannel Marketing, The Patagonia Way

Through its search marketing program, about 64 percent of those prospects who come to the Patagonia site are new to the brand. Patagonia focuses its search using industry-specific terms such as “organic cotton” or “waterproof jacket.” “We look at customers who come through search or affiliate by near-term value,” Todd said. “Net profit after a six-month time frame, these customers have a $78 value to us; among those who also buy out of the catalog, their value is $112. So the catalogs remain a really powerful vehicle for Patagonia.”