Wilson Sporting Goods is an American sports equipment manufacturer that has been outfitting both professional athletes and weekend warriors for more than 100 years.
On the heels of Wilson Sporting Goods’ 100th year in business, HS2 Solutions and Wilson launched the first of its kind shopping experience that brought its products together with the athletes and warriors they outfit. Wilson Sporting Goods leveraged the Drupal and Magento platforms to deliver an experiential commerce experience that integrated the two – and both content and product – to drive an increase in sales conversion.
While the integration of Drupal and Magento offered an ecommerce shift for the brand overall and set the foundation for growth and operational efficiencies, it also solved a problem that Wilson was facing – trying to penetrate deeper into the team market without having to invest heavily in a sales force.
Enter Wilson Team Shop. Prior to its launch, field reps were trying to sell configurable uniforms and equipment, and successfully creating something useful without visuals was a major hindrance to driving this market forward. By creating an online Team Shop, Wilson as able to provide simple and powerful customization into the hands of end users. This means that Wilson is now able to quickly scale in a market, without having to significantly increase their sales force.
Leveraging the same components fueling the overall Wilson.com ecommerce experience, HS2 Solutions helps Wilson developed a user experience that included:
- A unique Team Shop setup that allows coaches to specify a team’s catalogue, design parameters, and initial overall identity focusing on team name, location, colors, logos, and fonts, product selection and customization, and the ability for players, and fans to also login to their own Team Shop page to purchase gear.
- A customizer that allows users to play with their options – from jerseys to batting gloves via more than 160 models and styles to choose from – in a manner that guides the user through the experience to completion.
- A dashboard view for coaches to see shop status and progress of orders among team members.
Wilson does not intend to sit on its laurels. Future versions of the site will make it easier for prospects to become customers and customers to try new products. And, as the platform grows, Wilson is excited to see it expand to new sports.
The Acquia Platform allowed the team to focus on building the website without worrying about underlying infrastructure. With Acquia, Wilson can continue to rely on a fast, easy-to-use and flexible environment making the complex system easy to manage.
The new Wilson Team Shop is a great example of well executed experience-driven commerce providing a unique experience for coaches and parents. Team Shop is an ongoing effort to help the Wilson brand address the challenge of supplying entire teams with customized equipment. The experience itself is an achievement against our core objectives and has successfully set the foundation for other sports – already underway. Just a month into launch, Wilson is already seeing successful engagement and conversion.