Pro Touch
Pro Touch is an athletic brand with more than 20 years of experience in catering active sports enthusiasts with great quality performance products. Introduced in 1992 the brand offers a large variety of hardware, footwear and apparel products for various athletic sports disciplines with an excellent price-quality-ratio.
As Pro Touch is an ever-expanding company, they were engaged in several digital business initiatives that required a solution to implement the most efficient and manageable processes.
One of their main initiatives was to build a brand platform. Building this platform presented many challenges as the data was scattered across the company, in three different systems including a PIM, CMS, and an external shop system. This structure was causing significant time lost and a decrease in time to market. In addition, as the data was not organized appropriately, the quality was very poor. They needed a solution that could gather and store all required data in a single-source. As part of the solution, they also needed an e-commerce website where all products and corresponding information could be stored in one platform and be displayed directly on the website.
As part of this project, they also needed the pro-touch website to enable online and POS sales of personalized products. The target group for their ProTouch brand is the 14-30 age group who are used to the concept of online shopping rather than going into a store. A main component of this piece of the project was for the shopper to be able to personalize their purchase directly on the website by choosing a color, design, and style.
Sollution
After being advised by Elements, a digital agency located in Salzburg, Austria, Intersport chose Pimcore as their suitable solution as it could serve all their business needs. Pimcore offered them viable solutions for all of their pain points:
Consolidate Data: Firstly, all data could be stored in a single-source with Pimcore’s consolidated platform that encompasses PIM, DAM, CMS, and commerce.
E-commerce Website: With this implementation, ProTouch’s wide variety of product data including images and data sheets could be stored and managed all together with an e-commerce website able to be created directly from this data.
Product Personalization: As for their need to enable users to personalize products directly on their website, this capability was also implemented with Pimcore. Pimcore was able to create an online configurator for desktop, mobile, and in-store use. The configurator is a web based tool that enables users to design personalized tricots. It can design tricots for soccer, handball, and other sports. The key to the configurator is the user-centered, responsive interface that adapts to the screen. With this screen, users can freely personalize tricots with colors as Pimcore provides over 180 million pattern combinations. As part of the solution, users could also view a 3D image of the product to further enable them to make the right purchasing decision.
The new Pimcore solution brought about tremendous positive business outcomes as the efficiency and ease-of-use of the product was realized. With the new-found product data organization and structure, there was a 60% decrease in time spent bringing new product to market – the time-to-market with reduced from 8 to just 2 days.
With the new e-commerce website fully functioning, there was a 25% increase in the conversion rate, leading to more sales and ultimately revenue.
Finally, with the amazing capability of the user’s ability to create and design their own personalized product directly online – Pro Touch saw a tremendous increase in sales and sold more than 43k tricots in the first year. Additionally, Pro Touch experienced a 90% decrease in their sales cycle time – which meant they brought in their revenue much faster than normal.
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