Online retailer boosts revenue with content commerce platform
Intersport is the world’s leading sporting goods retail franchise in 40+ countries and 5.500+ stores. They sell a variety of sporting equipment for outdoor, indoor, football, winter, running, and fitness.
An inflexible legacy system has been replaced with a Pimcore powered eCommerce solution. The formerly separated CMS and eCommerce systems have been combined into one system. This enables state-of-the-art content commerce for the largest Austrian sports retailer. Pimcore’s native APIs were used to consolidate scattered data records. Intersport now owns an integrated, efficient, easy-to-use platform that saves time and money. Online sales grew by more than 80% in the year the solution was rolled out.
Various IT systems had accumulated in the company over the years. Product data was scattered - in various systems and file formats. Employees managed product data mainly using Excel files. Maintaining the website and online shop was a lot of work. The systems were fragile because they had been customized so much over the years that updates would break them. This situation was becoming an IT security hazard. The online marketing teams were dealing with two different systems. The eCommerce team was handling the webshop, which had limited CMS capabilities. The marketing team was managing the website, but the CMS had no eCommerce possibilities at all.
Importing new products from Excel files to the shop required a lot of manual and repetitive work. Employees felt unsatisfied. Poor time-to-market was the result. The company could not deliver what customers expected. The customer experience of the website was dissatisfying, and it was not compatible with mobile devices. High shopping cart abandonment was the result and missing out on two-thirds or more of mobile shoppers was a significant lost opportunity.
„Our new Pimcore based online shop enabled us to increase online sales by more than 80% compared to the previous year.“
Mathias Boenke, Managing Director
The first phase of the project was to identify and connect scattered media assets and data. Multiple interfaces were set up to consolidate data from various sources: Dealer data, more than 300,000 customer data records, product data from various data providers and multiple data feeds for the stock of drop shipping providers and dealers. Some highlights:
Local commerce: Based on the geographic position of the user the next dealer location which has the product in stock is displayed
Product data, order data, and customer data is managed within a single system
The flexible coupon and discount system provides any kind of couponing requirement
All content pages can easily be edited in an inline WYSIWYG interface
Products can be added via drag and drop to all content pages to easily create custom landing pages
Maintaining and updating the website content was automated to a large extent. Up to 5 countries are managed in one central system. Product lifecycle management was established. More than 270 independent dealer locations now have their own new dealer website with a consistent look. Multiple shopping feeds automatically export the product data to external marketplaces and shopping platforms.
Online sales grew by more than 80% compared to the previous year. Naturally, all local dealers of the association also benefit from this sensational result. The flexible platform is ready for the future, displaying all company assets such as products, locations, services, jobs.
Employee satisfaction has increased. Marketing got rid of repetitive copy and paste tasks and can publish products much faster now. Collaboration between departments was fostered. By combining tools, which were formerly separated, in only one central system, employee training cost has decreased.
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