DIGITAL PERSONALIZATION IMPLEMENTATION
A large sports retailer wanted to enhance their brand and margins by providing consumers with a means to personalize accessories. Through customer feedback and general market research they identified mass personalization as key priority. The value was clear, but our client was concerned that delivering an accurate digital experience that resulted in a high quality product was out of reach.
They asked Excelerate to lead the implementation given the technical, process and change management complexity. The complexity came from the need to integrate across their eComm platform (Demandware), the ERP system and ensure mobile responsiveness, all while working with multiple vendors (one for the rendering and one to deliver cloud based stitching files – DST files). After identifying a disconnect in vision and approach, we worked to build alignment across the key stakeholders (DTC merchandising, the ERP IT team, Operations and Supply Chain). Once we had the teams aligned, we drove the process design, requirements, built close partnerships with the vendors, and built a implementation structure to hold the project team accountable for timely delivery.
The personalization offering launched in time for the peak (Spring) sports season leading to a significant lift in sales for their accessory products. In addition, the retailer now has the framework through admin functionality to add additional designs without IT deployments and more vendor costs.