Pilot Rock Success Story

RJ Thomas Mfg. Co. designs and manufactures the Pilot Rock brand of outdoor equipment in the U.S.


RJ Thomas Mfg. Co. serves a broad audience, who have diverse needs when ordering outdoor equipment. The buying process is a Request for Quote system often going multiple rounds.


RJ Thomas Mfg. Co. felt like their existing website wasn’t serving their audience’s needs, but couldn’t pinpoint what functionality was needed to serve everyone. Spindustry approached the problem by first analyzing offline sales processes to see how customers configure products to meet their specifications. In addition, Spindustry spent several months benchmarking online traffic to understand how existing customers navigated the site.

While RJ Thomas Mfg. Co. originally approached Spindustry to simply build a new site, we collectively worked together to better understand how to best serve customers. With all of the information gathered, Spindustry built a custom RFQ ecommerce solution. The website solved many of the challenges customers faced on the old website, including better facilitating communication between RJ Thomas Mfg. Co. and the customer online, instead of having to take every conversation offline. Spindustry continues to evaluate website traffic and sales, and important discoveries have led to several key site enhancements. In addition to web development and analytics, Spindustry also provides organic SEO, email marketing, social media consulting and paid ad services to RJ Thomas Mfg. Co. By strategically approaching the problem with research first, the updated website now accommodates more customers and has resulted in an increase in online sales.

Website Development

Pilot Rock <span>Success Story</span>
Pilot Rock <span>Success Story</span>
Pilot Rock <span>Success Story</span>
Pilot Rock <span>Success Story</span>

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