Elan’s previous eCommerce solution was developed upon its traditional distributor model and was lacking the scalability and performance to keep up with its global B2B and B2C expansion plans. With North America as its largest market, Elan needed to change platform and partner to keep up with this growing overseas demand. And from a customer perspective, Elan wanted to refresh its eCommerce approach in order to better connect and interact with its end customers. Given the seasonality of Elan’s products, the brand had only three months in which to launch a brand new, global site.
With time ticking, Elan turned to Vaimo to get the site up and running within the requested timeframe. Project development began on May 24th 2019 with the site going live by August 12th 2019. Built on Magento 2 Commerce Cloud, the new online store features bespoke B2B and B2C functionality under one roof—crucial to Elan’s evolving business model. Through the new online store, Elan has greater control of the customer purchasing journey and can leverage customer data to initiate marketing initiatives to further personalise the customer experience. By their very nature, product pages for skis can be technical. But with input from Vaimo’s UX Team, the new online store blends descriptions and rich visuals to better communicate the Elan brand and its philosophy for the slopes: “Always Good Times”.
A major requirement from Elan was to replicate the in-store experience online, especially when it comes to choosing a pair of skis. This is a highly individualised decision, based on a number of factors including skiing experience and the type of skiing terrain. Much like a customer would seek out a rep in a physical store to ask questions, the new solution features the innovative Ski Selector functionality powered by Magento. Ski Selector asks customers a number of questions and based on these answers is able to recommend the right skis and, importantly, the right ski length. Coupled with Elan’s new comprehensive category set up, customers are then able to choose the exact skis to match their needs.
“We partnered with Vaimo because of its status as a Magento Global Elite Partner and its experience in delivering solutions globally. From our initial discussions, we knew this was the solution partner to help us scale to new international markets at speed.”
Head of Digital Development
A Blueprint for Success
With the site now live, KJK Sports (owner of Elan and various other sporting goods brands) has begun harnessing Magento and Vaimo’s development at a group level for its multiple brands—most recently for Tahe Outdoors. The plan is to build on what has been achieved with Elan Skis and leverage the solution to help other companies under the KJK Sports heading. Elsewhere, efforts will continue on optimising the customer experience through the addition of user-generated content and leveraging data insights. Through these plans, Elan’s mission is to continue serving its customers however and whenever they want so that it’s ‘Always Good Times.’
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