Tru-Spec Ecommerce Website

Direct-to-Consumer Revenue through E-Commerce

Email MarketingPaid Media

challenge The Challenge

Selling only through distributors makes it difficult for consumers to feel connected to a brand.

Since 1996, TRU-SPEC has been the leading supplier of apparel to military, law enforcement, and public safety markets. TRU-SPEC has sold its products through distribution only, with no direct consumer purchases. Selling only through distributors makes it difficult for consumers to feel connected to their brand, which is becoming more and more important to both online and offline consumers.

Selling through distributors makes it difficult for consumers to feel connected to TRU-SPEC as a brand

TRU-SPEC has had no direct consumer purchases or communication

TRU-SPEC’s website needed a rebrand (in addition to e-commerce functionality)


challenge The Solution

Swarm dove into performing an online re-brand, and quickly saw a lift in customer engagement and improved perception of the brand. The success of the online rebrand allowed Swarm to recognize the consumer need and business opportunity for TRU-SPEC to begin selling directly to consumers through an e-commerce website.

With 51% of sales being made online and 75% of consumers desiring a more personalized shopping experience in today’s market, building an e-commerce platform was the big idea that TRU-SPEC needed to take its brand and its sales to the next level. Combined with a digital marketing plan and paid media, TRU-SPEC generated a 3x positive return on investment while still driving an 11% increase in traffic to the dealer locator for those who still prefer to find a location near them.

Outside of an additional revenue stream, selling direct allows TRU-SPEC to control their story and direct messaging to consumers. This direct messaging allows TRU-SPEC to not only gain a sale but also begin a relationship with a purchaser. TRU-SPEC now has over 16k email subscribers to continue building that relationship with. With Swarm taking the lead on the design and copy of these emails and paid media ads, TRU-SPEC is now in the driver’s seat of their narrative.



Together as SCS, the new union will include 100 people across three offices – Atlanta, Southern California, and Ottawa (Canada) – and offer an integrated digital, media, creative and marketing consultancy designed as a modern, agile-solution at scale for national and international brand management.

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