Fieldsheer: Building a successful digital framework for a high-performance apparel brand

The checkout stage represents the last chance to increase order value before a purchase is complete. It’s also one of the most delicate moments in the customer journey. If you push too hard you risk abandonment; do nothing and you leave money on the table.

The Rebuy Solution

We implemented Rebuy, an AI-powered personalization engine, to deliver intelligent product recommendations at this critical moment. The goal was simple: increase AOV through relevant, non-intrusive suggestions that felt helpful rather than salesy.
Leveraging Rebuy’s capabilities, we added a “Frequently Bought Together” section to the cart drawer. Based on what’s already in the customer’s cart, the system automatically displays complementary products (i.e. gloves that match a jacket, base layers that work with outerwear, accessories that complete the outfit.)

The result? Within just two months, Rebuy boosted AOV by 1.08%, with continued impact on sales and order numbers.

Building Trust at Checkout

Beyond upsells, we addressed another critical element: buyer confidence. Even customers ready to purchase can hesitate at the final moment without clear reassurance.

We added three key trust signals to the cart drawer, cart, and checkout pages:

• 30 Day Money Back Guarantee
• 1 Year Product Warranty
• Free Return Shipping

Each USP was paired with recognizable iconography, making these commitments immediately visible and reinforcing Fieldsheer’s confidence in their products.

Build-A-Box transforms the traditional bundle into an interactive experience. Instead of predetermined packages, customers select their own combination of items and watch their discount grow with each addition.

The Strategy

The tiered discount structure creates a compelling incentive: the more items added, the better the deal.

This approach:

• Encourages larger cart sizes naturally
• Gives shoppers flexibility and control over their selections
• Makes customers feel rewarded for buying more
• Boosts both AOV and overall store revenue

We didn’t just build the feature; we positioned it strategically. The new Build-A-Box page received top billing in the navigation bar, ensuring maximum visibility and signaling its importance to the shopping experience.

This isn’t a buried promotion or a checkout add-on. It’s a destination shopping experience that gives customers a reason to explore the full product catalog while building their perfect package.

Before implementing any major site changes, we let data guide our decisions. We had a hypothesis: strategically placed featured sections on collection pages could create additional buying opportunities without disrupting the shopping flow.

But we needed proof.

The Testing Process

Over several weeks, we ran extensive A/B testing on a segment of site traffic, measuring three key metrics:

• Average Order Value
• Revenue
• Conversion Rate

The question: Would additional merchandising on collection pages help or hurt the experience?

The Results

The data was clear. A featured section improved all metrics. Even more compelling: testing revealed that a second banner could amplify the impact.

With a 4.56% conversion rate, the strategically-placed featured sections proved that smart merchandising doesn’t interfere with shopping—it enhances it.

These sections create natural pause points in the browsing experience, highlighting complementary products or seasonal collections without feeling forced or intrusive.

What Changed:

• Before: Clean collection pages focused solely on product grids
• After: Enhanced collection pages with strategic featured sections that drive conversions while maintaining user experience

Not every campaign is built to drive immediate revenue. Some are built to build something harder to manufacture: community.
The “Beat the Cold” user-generated content campaign was designed to do exactly that — invite Fieldsheer’s existing customers into the brand story by sharing how they use their gear in real conditions. The campaign spanned email and Instagram, combining three dedicated emails with supporting Stories and feed posts to encourage submissions and keep momentum going.

What It Delivered

• 67.9% average open rate
• 16 UGC submissions from customers sharing real-world use

Sixteen customers submitted content organically. For a campaign where the primary goal was participation over conversion, that’s a meaningful result — the kind that builds assets the brand can use long after the send.

Beyond on-site optimization, Future Holidays built out SMS and email strategies for Fieldsheer designed to keep the brand present in customers’ inboxes year-round, through seasonal promotions, product highlights, and timely announcements.

The Memorial Day Campaign

Rather than treating email and SMS as separate channels, we designed them to work in tandem. For Memorial Day, that meant a tightly sequenced push: 2 emails paired with 2 SMS sends, timed to build momentum through the holiday weekend.

The result? The campaign drove a 77% increase in revenue year over year — proof that a focused, well-timed multi-channel push can outperform a scattershot approach.

Impact

Future Holidays’ focused approach to UX optimization and strategic integrations delivered measurable improvements across Fieldsheer’s digital storefront without compromising the clean, performance-focused aesthetic that defines the brand.

Conversion & Revenue Growth

The AI-powered checkout enhancements and collection page optimizations created multiple revenue-generating touchpoints throughout the customer journey. Rebuy’s personalized recommendations increased AOV by 1.08% within just two months of implementation, with momentum continuing beyond initial rollout. Recently, AOV increased 12% in one month due to ongoing efforts. Collection pages with featured sections achieved a 4.56% conversion rate, proving that strategic merchandising enhances rather than inhibits the shopping experience.

To date, overall revenue has increased 17.44%, Click Rate has increased 700%, and there has been a 12,200% increase in Conversion Rate.

Enhanced Shopping Experience

Beyond the metrics, we created a more intuitive and rewarding path to purchase. The Build-A-Box feature transformed bundling into an interactive experience that puts control in customers’ hands. Trust signals at checkout reduced friction and reinforced Fieldsheer’s confidence in their premium products. Every enhancement was backed by testing, guided by data, and designed to feel natural within the existing experience.

Community & Campaign Performance

Growth doesn’t only happen on-site. The “Beat the Cold” campaign reached thousands of customers across a three-email series, averaging a 67.9% open rate and generating significant revenue. Sixteen customers submitted original content — a meaningful result for a campaign built around participation, not conversion. The campaign extended Fieldsheer’s presence beyond their digital storefront and into the hands of the people who actually wear the gear.

Scalable Foundation

These improvements aren’t just one-time wins, they’re scalable assets. The Rebuy integration continues learning and improving recommendations. The Build-A-Box framework can expand with new product lines. The collection page template provides a proven structure for future merchandising opportunities. Together, they create a foundation for sustained growth that evolves with the brand.

Fieldsheer now has a digital experience that matches their reputation for innovation—transforming every page from product discovery to checkout into an optimized moment that serves both the customer and the business.