CHICAGO, June 17, 2019 /PRNewswire/ -- CONNECTIONS --
Salesforce (NYSE: CRM), the global leader in CRM, today announced
that SPALDING®, the largest basketball equipment brand in the
world, is using Salesforce to provide its customers with fast,
personalized and mobile-first experiences.
Founded in 1876, A.G. Spalding & Bro. created and produced
the first official basketball for Dr. James
Naismith, the sport's founder, in 1894. With basketball
innovation baked into its core, Spalding has always been
laser-focused on delivering a best-in-class customer experience. As
more customers began to interact with the SPALDING® brand and
engage with the game digitally, the company realized the importance
of delivering the brand promise through a mobile and customer-first
digital brand strategy.
With some of the most engaged and loyal customers in the
market—basketball fans—Spalding needed a platform that was built
not only mobile-first, but AI-first. To support its global scale
and customer base, Spalding turned to Salesforce to roll out a
robust ecommerce platform and customer loyalty program. As a
result, Spalding experienced massive results during the 2018
holiday season—a 96 percent increase in revenue per user, 30
percent increase in average order quantity and 51 percent increase
in mobile site traffic. Even more, the results have continued with
a 270 percent increase in ecommerce revenue year-over-year, 66
percent increase in average order value, while customers benefit
from an even faster shopping experience, with 100 percent site up
time through product listing pages, site search, navigation and
more.
"Delivering a fast, easy and unique Spalding brand experience to
the highly engaged basketball community is crucial to our
customer-first strategy and our quest to establish Spalding.com as
the Ultimate Basketball Store," said Matt
Day, Digital Marketing and Ecommerce Manager, SPALDING®.
"With Salesforce, we are able to deliver just that, saving our
customers time, and making it easier than ever for them to discover
products and engage with our brand wherever they are—all while
exponentially increasing our B2B and direct to consumer ecommerce
business."
Spalding's transformation with Salesforce includes Salesforce
Commerce Cloud, Marketing Cloud, Service Cloud, Community Cloud and
Einstein Artificial Intelligence (AI).
- Building deep, long-lasting relationships with artificial
intelligence—With the power of Einstein AI, Spalding automated
time-consuming tasks including merchandising and analysis. Now,
Spalding is able to focus on building deep, long-lasting customer
relationships, knowing that Einstein AI can take care of the rest.
Spalding customers experience intelligent shopping at its finest,
complete with tailored product recommendations and predictive sort
and search functionality—ensuring that each customer receives the
product assortments, categories and results tailored to them.
- Delivering a connected customer experience with a single
platform—Using Commerce Cloud, Community Cloud, Marketing
Cloud, Sales Cloud and Service Cloud together, Spalding is able to
get a true 360-degree view of all its customers no matter the
channel. Today, Spalding is delivering a fast customer experience,
complete with intelligent shipping alerts, more first-time contact
resolution, and the ability to prepare for peak service
moments—like the start of basketball season.
- Driving customer loyalty through CRM—Using Marketing
Cloud, Spalding built the Spalding MVP community to improve
its customer relationships, further personalize their experiences
and engage with them wherever they are. Spalding MVP members
receive perks such as access to exclusive product launches like the
limited edition 94 Series line, free shipping, the opportunity to
review new products and coming soon—rewards.
- Extending personalization into basketball products—Using
Commerce Cloud, Spalding delivered on the basketball community's
demand for personalized product through U Design—a custom
basketball creator. U Design allows the basketball community to
have their ball laser-engraved with custom text, NBA team logos,
and even throwback NBA team logos. Knowing speed of delivery is
crucial to the customer experience, U Design custom products are
ordered, created and shipped within 1-3 business days making it one
of the fastest custom basketball services in the industry. This
summer, Spalding is extending U Design to WNBA team logos, and NBA
G League team logos.
"Spalding is a truly customer-first brand that has transformed
their online shopping experience by putting the customer at the
center," said Mike Micucci, CEO,
Commerce Cloud. "The growth and scale that Spalding has experienced
with Salesforce is remarkable and we're thrilled to be a part of
this journey with them."
About Connections
For the second year in a row,
thousands of marketing, commerce and customer service professionals
from top brands are coming together in Chicago, Illinois from June 17-19 to blaze new trails in better, smarter
customer engagement. Speakers include leaders from Salesforce
customers such as ConAgra, e.l.f Cosmetics, The Indiana Pacers and
more, as well as partners including DEG, MRM//McCann, Publicis
Sapient and Wunderman Thompson. For more information about
Salesforce Connections, visit
https://www.salesforce.com/connections/ or join the live broadcast
at https://www.salesforce.com/live.
About Spalding®
SPALDING® is the largest basketball
equipment brand in the world. SPALDING® is the official basketball
of the National Basketball Association (NBA) and Women's National
Basketball Association (WNBA), and the official backboard of the
NBA and NCAA Final Four. The SPALDING® trademark is owned by
Russell Brands, LLC. For more
information, visit www.spalding.com.
About Salesforce
Salesforce, the global CRM leader,
empowers companies to connect with their customers in a whole new
way. For more information about Salesforce (NYSE: CRM), visit:
www.salesforce.com.
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SOURCE Salesforce