Babolat transformed the consumer shopping experience from traditional to a robust omnichannel landscape by connecting with partners and core buying groups for merchandising and effectively growing the brand both online and in-store.
Babolat, founded in 1875 in Lyon, France, is considered the oldest company to specialize in racket sports from tennis to badminton. Today, Babolat products are found in more than 100 countries, 20,000 sporting goods stores and 20,000 partner clubs.
Industry: Sporting Goods
Connecting with customer groups in Europe and in the United States
Coach and athlete sales in the United States were placed manually by purchase forms with no visibility into inventory
Babolat’s sports marketing team spent more time collecting orders than focusing on customer support
Efficiently sell items online in the United States, without upsetting key retailers
No method of tracking and showing consumer demand for underbought merchandise
International deployments from a single product catalog supporting multiple currencies and pricing
Eliminate paper buy-in forms for coaches and athletes with the ability to purchase items in one or more private marketplaces
Sell the entire product catalog online, while routing orders to key retailers for fulfillment in the United States
Easily track coach, athlete and special group purchasing habits and conversion rates
Fast and seamless integration into current site
Quick custom marketplace deployment with easy-to-configure and unlimited pricing points and access controls
Robust discount engine
Integrated marketplace translation support for French and English languages
Native transactions in Euro and U.S. Dollar
Enabling U.S. consumers to purchase in a public marketplace environment featuring one unified price & currency
Advanced order management to route orders to key retailers
Deployment of two private marketplaces in Europe and the United States
Special pricing and currency based on the shopper’s location
20% YoY increase in coach and athlete sales revenue in the U.S.
Eliminated purchase forms for coach and athlete orders
Enabled visibility for product purchasing online and in the U.S.
Sold products internationally in multiple currencies and price points
Prior to launching Quivers, Babolat’s customers could view product catalogs online, but faced challenges with finding and purchasing available inventory in the United States and Europe.
Global buying groups, including coaches and athletes in the U.S., struggled to purchase the full catalog online and resorted to ordering by mailing, calling, or emailing purchase forms. Customer support for coaches and athletes in the U.S. was negatively affected since Babolat’s sports marketing team spent countless hours each day verifying inventory and processing order forms.
To streamline the buying experience for coaches and athletes, Babolat deployed a private Quivers marketplace to eliminate purchase forms and show accurate inventory available for purchase. Online marketplace environments allowed the ability for coaches and athletes to view inventory and order items at exclusive discount levels controlled by Babolat. The transition created time for Babolat’s sports marketing team to refocus on pre-sales and post-sales activities. In doing so, coach and athlete sales increased by over 20% compared to the year prior!
“By utilizing Quivers, we were able to sell online and display our product catalog more accurately. This dialed in the way our brand’s voice is seen and heard.” - Digital Project Manager, Babolat
As a next step to create an authentic consumer experience for all shoppers, Babolat embedded a public Quivers marketplace directly into their branded website. This enabled customers to purchase on Babolat’s website, and allow the brand to control the buying experience. In doing so, Babolat was able route all online orders to key retailers and share insight into consumer demand for underbought product categories.
With the ability to deploy a private Quivers marketplace environment, Babolat capitalized on connecting with new partner groups in Europe. For the first time, Babolat was able to launch a single selling platform in Europe and in the United States. Utilizing Quivers, Babolat now has the ability to set-up an exclusive buying experience for specific member groups to purchase items at a discounted rate. In doing so, Babolat was able to target specific audiences in multiple currencies from a centralized product catalog.
Utilizing Quivers, Babolat was able to optimize the consumer experience globally by connecting buying groups with products seamlessly and enhancing retailer relationships with online order fulfillment.
“Thanks to Quivers, we identified a lot of potential optimization features. We can now display digitally within our catalogs, and be able to easily add a store-page with a simple launch plan.” - Digital Project Manager, Babolat