Wilson Sporting Goods is the largest sports equipment manufacturer in the world, including iconic brands such as Louisville Slugger, Demarini, and Atec. For more than 100 years, it has outfitted both professional athletes and weekend warriors.
Most consumer brands need to do two things: Tell stories about their products while selling directly to the customer. Why? Fifty-two percent of consumers visit a manufacturer’s website intending to buy, and a third of them prefer to buy online. In fact, 76 percent of brands that launched a direct-to-consumer commerce channel have either met or exceeded revenue targets.
Wilson knew it needed to reinvent its commerce platform. So they asked Acquia and digital agency Bounteous to lead a Drupal and Magento integration to provide customers with more engaging shopping experiences.
Today, brands have to offer the right blend of functionality and storytelling to keep online shoppers engaged. However, a siloed digital platform prevented Wilson from integrating its eCommerce solution and content management system. An outdated CMS couldn’t provide a responsive design for mobile devices, leaving the 81 percent of consumers who use their smartphones to influence buying decisions, in the dark.
Our Professional Services team helped Wilson marry the abilities of Drupal as the CMS and Magento as the eCommerce engine. We seamlessly integrated them with Wilson’s preferred product information management and customer relationship management tools. For the first time, Wilson had the ability to manage all of its technical systems under one platform on Acquia Cloud.
We kicked off the build process by conducting an architecture workshop to share best Drupal development practices with Wilson’s team. Our team of technical account managers also helped them with code deployment and technical support throughout the build process.
Our partnership with Bounteous meant Wilson could develop a new digital strategy too. Each brand, product and sport under the Wilson umbrella carries its own distinct design aesthetic. Bounteous helped Wilson build content in grids instead of traditional html pages. The strategy enabled Wilson to best govern design efforts across multiple brands, sports and product pages. It also established a mobile-first approach. Now it’s easier for content teams to integrate storytelling into responsive product pages that scale beautifully for any device.
For Wilson’s marketing team, publishing timely content about customers’ favorite teams and players is also important. The company’s outdated CMS made content creation a laborious process that required constant help from technical teams. Now, digital marketers and product managers can create content and product pages—and even run campaign launches— themselves.
For customers, the shopping experience got easier too. Thanks to Drupal and Magento integration, shoppers can navigate all of Wilson’s brand under one site. Baseball fans can add a state-of-the-art Dustin Pedroia glove from Wilson and Louisville Slugger bat to the same cart. A single-cart solution not only increases time on site, but it also reduces Wilson’s maintenance costs.
We helped Wilson integrate content and commerce into an engaging, next-level shopping experience — and now it’s ready for any mobile device.
- Revenue grew by 10 percent on site and by 44 percent on mobile.
- eCommerce conversion improved by 14 percent on site and by 39 percent on mobile.
- Average session duration increased by 3 percent.
- Bounce rate decreased by 9 percent.