Custom e-Comm implementation

 

Problem

A large sports retailer wanted to enhance their golf ball brand and to expand golf ball margins by providing consumers with a new way of purchasing balls.  They wanted to make custom ball ordering a more accessible offering for the average consumer.  At the time, consumers could only order custom balls through their local pro shop or through big-box sports retailers. 


Approach

We were asked to lead the implementation of their custom golf ball offering.  The complexity came from the need to integrate across their eComm platform (Demandware), the ERP system and two vendors (one for the customization/rendering and one to enable the warehouse to fulfill custom ball orders).  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 technical design, built close working partnerships with the vendors, and built a implementation model to hold the project team accountable for timely delivery.


Results

The custom golf ball eCommerce offering launched in time for the holiday season leading to a lift in sales for golf ball.  In addition, the retailer now has the ability to add additional designs easily to further grow sales.  As an example, they recently introduced college logos to the offering to further personalize the consumer experience.