Case Studies

Wholesale Sports Outdoor Outfitters

WholesaleSports

RESULTS AFTER FIRST 3 MONTHS:

Online Revenue

0

% increase in online revenue
  • 54

    % increase in online revenue

Marketing Spend

0

% decrease in marketing spend
  • 60

    % decrease in marketing spend

Conversion Rate

0

% increase in conversion rate
  • 11.8

    % increase in conversion rate

Implementation Time

0

months to implement
  • 8

    months to implement

ABOUT WHOLESALE SPORTS

Wholesale Sports Outdoor Outfitters is a wholly–owned subsidiary of Calgary–based, UFA Co–operative Limited.

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.

Wholesale Sports Outdoor Outfitters Logo

THE PROJECT GOALS

With its 13 stores limited to Western Canada, Wholesale Sports Outdoor Outfitters relies on eCommerce to deliver dynamic content to Canadians nationwide.

The company’s existing open-source eCommerce platform was out of date and incapable of delivering the robust user experience Wholesale Sports Outdoor Outfitters needed to achieve its expansion goals. They turned to the SAP Hybris platform and Thinkwrap Commerce to develop a new online shopping experience that would:

• Improve user-experience
• Increase visitor traffic
• Increase the conversion rate
• Improve customer loyalty
• Increase the percentage of orders completed
• Decrease the shopping cart abandonment rate

TESTIMONIAL:

We selected Hybris because it offered the most comprehensive enterprise solution for us. We’re focusing on improving relevancy to consumers and making products the hero.  We want to elevate the product catalog and the brands we carry, and that is going to be a key factor in how we leverage the Hybris platform.

Adam Dorval e-Commerce and Digital Strategy Manager, UFA

IMPLEMENTATION

SAP Hybris logo

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)

Other third-party integrations with hybris included:

• 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.

SUPPORT

Since launch, Thinkwrap Commerce provides continual 24*7 application support for Wholesale Sports, and has several future projects planned to evolve the user-experience and grow the business on the new infrastructure.

 

BUSINESS IMPACT

In the first three months of operation, the new WholesaleSports.com has delivered outstanding results for the overall business.   Since launch, year-over-year comparisons indicate increases across several major KPIs, including improvements to the top-line and bottom line.

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.


“Customer for Life”

Wholesale Sports is extremely happy with the delivered site. The new platform has provided Wholesale Sports with more value than originally expected.
WEBSITE