With 13 stores in western Canada, Wholesale Sports is a multi–channel retailer dedicated to the sportsmen and women who have a passion for hunting, camping and fishing and a love of the great outdoors. Wholesale Sports is the best place to purchase quality gear, get expert advice and share the obsession of being in the woods, on the water or on the trail.
The project was delivered in January 2015, 8-months after the Discovery Phase. Thinkwrap used the hybris Accelerator for B2C with Product Content Management (PCM), Web Content Management (WCMS), Commerce Search and the Customer Service Module.
Thinkwrap managed back-end integrations to the hybris Commerce platform using SAP Process Integration (PI) to the following components:
• Tomax (ERP, POS)
• Warehouse Mobile Solutions (Picking Solution)
• Moneris (Payment Gateway, Tokenization)
• GiveX (Gift Card Provider)
• ExactTarget (Email Campaign Management)
• PowerReviews (Ratings & Reviews)
• LivePerson (Live Chat)
• Google Maps (Store Locator)
• Google Tag Manager
• Google Universal Analytics
• Canada Post (Fulfillment)
• Canpar (Fulfillment)
Every commerce platform implementation comes with a slightly different challenge. The notable challenges with this project was found in the complexity of Wholesale Sports’ catalog. There were firearm and ammunition restrictions, an aggressive implementation timeline, and a data migration of 30,000 customer profiles and 50,000 SKUs. The sale of firearms required significant customization to ensure firearm license verification and to comply with firearm shipping regulations.
Pure online sales rose 40.3% from the previous year. With the improvements in user experience to the site, conversion rates rose a significant 11.8% and the bounce rate decreased by 11.5%. Often when companies implement an enterprise-grade commerce platform, it provides a window of opportunity to take a step back and evolve their overall strategy. As part of the launch project for the new site, Wholesale Sports Outdoor Outfitters Outdoors had the opportunity to modernize the ‘direct’ business and retire their antiquated mail order / catalog business, reducing the marketing spend by a significant factor of 60%. Even with the closing of this major channel, the overall ‘direct’ business still rose 19.3%, and site traffic still increased by 1.4%.
This is a prime example that the Return On Investment (ROI) for retailers making investments in their eCommerce infrastructure can no longer be measured by increases in online revenue in isolation, but also by the residual benefits to the brand and the benefits across other channels of the operation as a whole.