Precision Design Studios Launches 4 Mobile Responsive Sites as part of Multi-phased Implementation for Rocky Brands

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With the launch of 4 mobile responsive sites, Precision Design Studios nears the completion of an extensive multi-phased implementation that includes 11 desktop and 12 mobile responsive sites.

On September 15, 2014, Precision Design Studios (PDS) launched mobile responsive sites for four brands under the holding company Rocky Brands:

The Rocky Boots desktop site launched in the fall of 2013, and the desktop sites for the remaining three brands were launched by PDS earlier this year. While desktop sites can be accessed through mobile devices, navigating around proportionally smaller pages using the touch of a finger poses a challenge for any shopper.

With the rising trend of browsing and buying on the go, Rocky Brands realized the importance of developing responsive mobile sites that cater to these shoppers. Richard Simms, President of Retail Sales at Rocky Brands, comments, “Looking at a desktop site on a mobile phone is a frustrating experience regardless of what you’re trying to accomplish, but especially for e-commerce. We’ve invested a lot in our e-commerce business by re-platforming to Demandware and working with PDS, but we knew we would never see the results we wanted without also investing in optimized mobile responsive sites for each of our brands.”

Mobile sites are optimized in terms of design and functionality to create a better viewing experience for the shopper, providing them with a site that is easy to read and navigate. Another key feature of a mobile responsive site is that its layout adjusts based on the size of the screen. When responsive design was first introduced, there were just 3 different break points – desktop, tablet, mobile. But today, with the continuous introduction of new devices, varying screen sizes, and the ability for the display to adjust based on whether one is holding the device vertically or horizontally, the breaking points are numerous. To accommodate shoppers regardless of device, PDS developed these four responsive sites with nine different break points, meaning that its site will automatically re-size to fit nine different screen sizes.

Kevin Kennedy, Founder & CEO of PDS, states, “Offering a mobile responsive site is a must for online retailers today, and we are happy to be launching the first four for Rocky Brands. This will have a huge impact on their business, so we’re excited to watch them grow and to be there to support them!”    

The Georgia Boot, Durango Boots, and Creative Recreation (Cr8Rec) sites are part of a year-long multi-phased implementation that includes a total of 11 desktop and 12 mobile responsive sites. The remaining 8 desktop and mobile sites are scheduled to launch on October 6, 2014.

About Precision Design Studios
Located in Providence, RI, Precision Design Studios (PDS) is the leading Demandware implementation company. As experts in customizing this cutting-edge technology, we develop innovative commerce solutions to help businesses perform better and reach their commerce goals. Knowing how rapidly technology can change, we keep a constant eye on industry trends in an effort to plan for tomorrow’s commerce today. To learn more, visit or call 401-489-7341.

About Rocky Brands
Founded in 1932, Rocky Brands designs, develops, manufactures, and markets premium quality Outdoor, Work, Western, Duty, and Military footwear, as well as Outdoor and Work apparel accessories. The Rocky Brands family of brands includes owned brands Rocky, Georgia Boot, Durango, Lehigh, and the licensed brand Michelin Footwear. To learn more, visit

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Erica Friedlander
Precision Design Studios
+1 (401) 489-7341 Ext: 122
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