In 1975, Tim Leatherman was backpacking through Europe when he discovered the need for a multi-purpose tool that could help a traveler, like himself, do it all. Back home, he partnered up with friend Steve Berliner, and together they launched the Pocket Survival Tool, complete with 13 different tools in one. After selling 30,000 tools in their first year alone, they knew they were onto something big.
Today, Leatherman still builds products with the same pioneering innovation, drive, and dedication. Now with an omnichannel approach, Leatherman sells both direct-to-consumer via their website and through key third-party retailers.
Leatherman products celebrate problem solvers, adventurers, and builders everywhere. Giving customers the tools (literally!) to get things done, and done well, is at the core of the brand.
While their customer community connected with the Leatherman identity, the brand’s digital presence didn’t quite match up. The team needed to update their on-site experience to better express the brand’s unique personality. Luckily, they knew who could help: their customers.
Featuring customer content would easily prove their products’ top-notch value to new shoppers while also expressing the Leatherman personality. And, it was essential for the brand to not only collect reviews, but to also be able to understand why customers left the reviews they did. However, the first UGC solution Leatherman chose didn’t provide these advanced capabilities, and the team felt unsupported when they raised concerns.
Leatherman replaced their previous solutions with Yotpo’s fully customizable eCommerce marketing platform, seamlessly integrating with Salesforce Commerce Cloud and consolidating their tech stack.
The brand created a shoppable visual gallery on their homepage, featuring user-generated photos and videos from Instagram. Showcasing Leatherman tools in action captured the attention of new shoppers, driving them to product pages where they were able to see even more compelling social proof: reviews.
With Yotpo, Leatherman was able to start featuring hundreds of highly relevant customer reviews. By implementing the Custom Questions feature in their review requests, Leatherman prompts customers to leave specific information in their reviews, like “tool usage type” and “ease of use.” This, in turn, helps other shoppers more easily discover the best products for their needs.
Leatherman additionally uses customizable Smart Filters widgets, so shoppers are able to filter reviews by their interests, like “fishing” or “hiking,” or by AI-powered Smart Topics extracted from reviews, like “comfort” and “quality.” Now, Leatherman’s reviews educate and empower their customers to make the most informed purchase decisions.
