Do your customers know more about your products than you do?
Consumers know exactly how products perform on the ground. We helped a leading sportswear company harness that knowledge.
A global sportswear company needed help in refining its interactions with customers through websites, mobile, social media and apps. It wanted to explore new analytics approaches in order to grow its e-commerce operation, create more personalized and rewarding experiences for its consumers and inspire product development.
EY accompanied the client on a journey, starting with putting in the necessary infrastructure, then building up understanding and skills within the organization, and finally helping it use data effectively to measure performance and improve results. The project has transformed the business' fundamental capabilities in digital and is enabling it to grow intelligently.
Better working world
The company now has a sophisticated analytics approach that allows it to make better decisions based on fact, and keep pace with fast-evolving digital relationships. It is well placed to capitalize on developments such as the internet of things, where sensors embedded in ‘smart’ sportswear generate even more detailed data.
As people use websites, mobile, social media and fitness apps to interact with their favorite sports brands, they generate a wealth of potentially valuable information. But capturing these data and interpreting them in a meaningful way in order to drive growth is a constant challenge. Our client, a global sportswear company, wanted to explore new analytics approaches to expand its e-commerce operation, create more personalized and rewarding experiences for consumers, and inspire product development.
A long digital journey
EY began work on this project in 2010, when the client was in the early days of its digital strategy. Like many successful companies that had relied mainly on mass-market branding, it had little experience of direct-to-consumer interaction. It was not equipped to track and analyze consumers’ digital behavior and lacked the necessary data to optimize its e-commerce operation.Our team accompanied the client on a journey, starting with putting in the necessary analytics infrastructure and tools, then building up skills within the organization. Our first task was to improve the website, helping the client discover what helped people to make a purchase decision, and what barriers were blocking them. We also analyzed behavior in emerging markets such as China, where payment systems and access to the internet are fundamentally different to that in the US and Europe.
Vital new channels
Another important part of the project was advising the business on social media, mobile and apps — fast-changing, fast-growing channels where analytics models are still in their relative infancy. Because many fitness enthusiasts are passionate digital advocates for their favorite brands, it is vital for sportswear companies to be at the top of their game here. “Social is a critical marketing vehicle and a critical research vehicle too,” says EY Principal Gary Angel. “And mobile is becoming a platform not just for interacting but for transacting. As you deliver new functionality and new mobile apps, analytics can help you identify what different audiences there are and how their needs differ. You can then tune the experience to them and personalize it, so they get the information they need, and get it quickly.”
Better working world
The company now has a sophisticated analytics approach that allows it to make better, fact-based decisions, measure performance and improve results. The business is able to grow intelligently — for example by using mobile apps to support customized product launches. Our client is well placed to keep pace with fast-evolving digital relationships and to capitalize on developments such as the internet of things, where sensors embedded in ‘smart’ sportswear generate even more detailed data. Ultimately this will enable the company to gather information from products ‘in the field’ and develop clothing and footwear that perform even more effectively.