Together with the digital agency dotSource, the renowned fashion brand ESPRIT has managed to strengthen its brand image and increase the loyalty of its customers on an international level. The technological basis for the reorientation is Salesforce B2C Commerce Cloud.
Since its reorientation in 2018, the fashion brand has been working towards a younger and clear brand image and was thus able to quickly establish itself on the online market. ESPRIT also created an equally modern online shop to not only offer customers a wide range of products and excellent services offline, but also online. For this reason, the fashion company was already very well-positioned digitally at the beginning of its cooperation with dotSource. The fashion company’s website is based on a modern online set-up as well as established processes and functions.
For ESPRIT, it is a basic prerequisite to be capable of acting in daily business – both on- and offline – while also being able to make and implement decisions quickly and flexibly. The fashion brand does not only place these demands on itself, but also on the technology it uses. However, the previously used B2C commerce solution did not meet these requirements. In summer 2019, the company was therefore looking for a reliable partner and an e-commerce solution that would be able to achieve everything the team had planned for the future in terms of technology. Together with its technology partner Salesforce, dotSource managed to convince the fashion brand of the advantages of the Salesforce B2C Commerce solution and was thus able to prevail against the competition.
Step by Step Instead of Major Rollout
Together with ESPRIT as product owner and stakeholder as well as the development and consulting team consisting of dotSource and Salesforce experts, it was possible to successively implement all requirements. Using A/B testing, the websites in smaller countries were launched first, for example ESPRIT UK and ESPRIT AT. The old system continued to run in parallel and the traffic was gradually redirected to the new shops. This controlled approach was also used for the rollout of ESPRIT Germany. On the one hand, this allowed the project team to constantly test whether the plans were technologically feasible; on the other hand, it was also possible to check whether these innovations were accepted by customers. Furthermore, this approach ensured that ESPRIT retained the required flexibility and will be able to react to spontaneous situations quickly, independently and with little risk in the future.
»Agile, flexible, innovative: this is how everyone who wants to be a player in e-commerce describes themselves today. We have experienced what it really means to think, develop and act in an agile and flexible way. For our customers. Without a doubt, this requires the right technology. However, you also need the right team – the perfect mix of know-how, innovative spirit and trust. We are extremely delighted to have found all of this with dotSource and Salesforce and are looking forward to everything that lies ahead,« Robert Schmidt, Head of Commerce Technology B2C at Esprit, remarks.
Innovative System Landscape for International Customers
In order to keep pace and stand out from the competition, innovative ideas, efficient processes, high pace of adaptation and a strong brand image with recognition value as well as the necessary system requirements are absolutely crucial. By migrating to Salesforce B2C Commerce Cloud as a strong technological foundation for competitive commerce, ESPRIT can always react quickly and flexibly and further expand its digital maturity towards multi-cloud business. The fashion brand has learned to adapt to its customers and to respond quickly to new requirements and needs in order to set itself apart from the competition. The Salesforce B2C Commerce solution provides the ideal technological prerequisites for ESPRIT to address its target group more personally and strengthen the loyalty of its customers.