case study
New Reebok.com Web Site Puts Customers in Control
Reebok Vs. Competitors: A Battle for Hearts, Minds, and Feet Shelf space. It’s critical when selling athletic footwear in retail stores. The more you have, the more you sell. Over the years, Reebok saw its sales decline as they lost shelf space to competitors like Nike, Puma and Converse. Searching for ways to counteract declining in-store sales, Reebok turned to the digital experts at Molecular. Molecular and Reebok Size Up the Competition Molecular stepped up to the plate, defining a strategy for Reebok that would use their competitors’ strengths against them. With competitive brands like Nike entrenched in the physical retail stores, none of the athletic brands owned the digital channel. Research revealed that in order for Reebok to differentiate from their competitors, it would need to reshape itself into a digital brand. Knowing that the brands that win are those whose customers tell the best stories, Molecular partnered with sister companies Carat, Isobar, MindBlossom and hypermedia to develop a ground-breaking new platform for Reebok that empowers their customers to interact and self express through the brand. Personalized Experience Provides the Perfect Fit The new platform provides a single, integrated global marketing and ecommerce experience for consumers worldwide. Built to “learn” about customer as they navigate the site whether online or through their mobile phone, the new Reebok.com provides a personalized experience for customers each time they visit. The new digital platform also integrates what was once a large number of disparate Web properties into an integrated brand and commerce experience that did not previously exist. Reebok can now manage merchandising and e-commerce functionality entirely inhouse, enabling them to cross- and up-sell customers based on their own personal tastes and shopping behavior. A Step Ahead of the Rest A site that is unique in the athletic footwear and apparel industry. An experience that delivers an intuitive consumer journey between brand and product, while driving sales both online and off. An initiative that met its early performance targets just one month after launch. Molecular helped make it happen for Reebok by encouraging them to put their customers in control.
case study
Customers are encouraged to register for the site and create their own profile, enabling Reebok to provide a personalized experience for customers each time they visit the site.
A unique navigation system helps customers narrow down their choices and helps Reebok convert sales.
The experience allows shoppers to have product interactivity, a visual cart alongside them at all times, and a simple, one page check-out experience.
Products Used: • Tridion (Content Management System) • Solr (Faceted Search) • Coremetrics (Data & Analytics) • Hybris (eCommerce Platform) • Java platform/Spring application framework • MVC Architecture Oracle database • Mobile component • Explicit personalization component • Integrated global brand and eCommerce component
Molecular is a top interactive agency that partners with results-driven companies to create highly effective, cuttingedge digital design solutions grounded in research and tied to business results. Since 1994, Molecular has directed successful Web initiatives for the national leading brands, including Nikon, Fidelity Investments, HumanaOne and Reebok. Headquartered in Boston, Molecular is a company of Isobar, a global network of digital marketing companies. For more information, please visit www.molecular.com. Boston
New York
San Francisco
www.molecular.com
Linked By Isobar
Copyright © 2009 Molecular, Inc. All rights reserved. Molecular and the Molecular logo are registered trademarks of Molecular, Inc. All other names and marks are the property of their respective owners.
The new Reebok.com site is unique in the athletic footwear and apparel industry, delivering an intuitive consumer journey between brand and product while driving sales online and off.