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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

Challenges

  • 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

Why Quivers?

  • 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

Solution

  • 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

The Results

  • 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