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How Wilson Sporting Goods Is Changing the Game with Experiential Commerce


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In today’s competitive online retail space, it is no longer just about shopping, it's about telling a great story to your target audience and connecting them to the brand in a way that matches customer expectations. Wilson® Sporting Goods was committed to providing a highly engaging experience known as “Experiential Commerce”, which replicates the shopping experience consumers expect from a brick-and-mortar store, where they leave with an emotional allegiance to the brand and product in their hands.

To bring this to life, Wilson married the abilities of Drupal as a CMS and Magento as an eCommerce engine to deliver a robust shopping and brand experience in partnership with HS2 Solutions. This architecture supports and other brands (Louisville Slugger, ATEC, Demarini) globally today.

Join Wilson and HS2 as they discuss:

-The strategy that led to a content-driven eCommerce solution, and how it came to life
-How the unique fusion of Drupal and Magento created this first-of-its-kind shopping experience
-How to approach content and commerce in an “experiential” way
-How to create an online catalog purchase experience without needing support from development teams

Published in: Technology
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How Wilson Sporting Goods Is Changing the Game with Experiential Commerce

  1. 1. 1HS2 Solutions confidential and proprietary. CONTENT & COMMERCE: CREATING ENGAGING WEB EXPERIENCES
  3. 3. “ 4HS2 Solutions confidential and proprietary. Four websites. Four different CMS systems.”
  5. 5. 6HS2 Solutions confidential and proprietary. 1. Needed a place to tell the Wilson stories 2. More controlover the pages 3. Unify the Wilson Family of Brands on one platform 4. Tight integration of Drupal & Magento 5. Stay true to the brand 6. Needed an easy-to-use workflow PAIN POINTS & BUSINESS DRIVERS
  7. 7. 8HS2 Solutions confidential and proprietary. The blending of marketing and e-Commerce to engage consumers with brand storytelling to increase loyalty and conversion. EXPERIENTIAL COMMERCE
  8. 8. 12HS2 Solutions confidential and proprietary. 1. Stakeholders 2. Customers 3. Site Admins WE LOOKED AT THREE TYPES OF USERS:
  9. 9. 18HS2 Solutions confidential and proprietary. 1. We had to take a mobile-firstapproach 2. Wilson branding changes based on the sport (or business unit) 3. Most of the contenthad/has not been created WE HAD THREE PROBLEMS TO SOLVE:
  10. 10. THE SOLUTION
  11. 11. 21 WILSON.COM SOLUTION ARCHITECTURE HS2 Solutions confidential and proprietary. Products Categories Users Orders Login Cart Shipping Billing My Account OrderHistory Order Confirm Templates Product Reg Content DealerSearch News Category Athlete Profile Newsletter Sign Up Athlete Browse News Detail Homepage Generic Content VideoGallery Contact Us Wilson Advisory WilsonLabs Site Search Product Microsite Sport Landing PIM CONNECTOR Product Detail Product Category
  12. 12. 22HS2 Solutions confidential and proprietary. • Connector is really multiple things: • Exposed API endpoints on Magento • Magento templates to renderpieces of a Magento page • Drupalfunctionality to pull and process the Magento products and categories. • Mainly, the connector exposes Magento data to Drupal so that pages can be rendered seamlessly. But, it also allows Drupal to update key data on Magento WHAT EXACTLY DOES THE CONNECTOR DO?
  14. 14. 26HS2 Solutions confidential and proprietary. THE CMS
  15. 15. 28HS2 Solutions confidential and proprietary. THE RESULTS
  16. 16. 33HS2 Solutions confidential and proprietary. THANK YOU!