Digital Experience & Platform Implementation​ for a Global Athletic Brand

Client situation

The client is a global retailer of athletic apparel consisting of ten distinct brands and over 3,000 stores across dozens of countries, plus mobile and online shopping experiences. ​

This client was undergoing a large-scale digital transformation initiative, driven by the desire to create a frictionless and consistent customer experience across all channels and brands. One major piece of the initiative required a complete revamp of the technical architecture to enable a rich customer experience that could support all ten of the client’s brands and help build/scale a team that could provide long term feature enhancement and operations of the new platform.

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Our approach

Launch partnered with our client to evaluate options and align on an architecture to best fit the need for multi-tenancy, scalability, and future-proofing their digital commerce transformation. The team then:​

• Worked with the client to architect the solution​
• Built multiple teams to focus on each aspect of the stack, including product, UX, front-end, back-end, mobile development, ETL, and quality assurance, to fully execute the redevelopment and redesign of the web and mobile properties​
• Devised the migration strategy of customers from the legacy system to the new platform​
• Managed the execution of the release cadence for each of their ten brands​
• Helped the client scale their own teams from zero to over 100 people within three years

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Results

We set up the client company with a foundational platform and teams that continued to enhance and build upon that foundation to meet the business needs across their various brands. The platform provided a consistent customer experience across all touchpoints/channels, which differentiated the brands from competition. 

Thus equipped, our client teams:​

• Successfully transitioned all US brands to the new platform over two years and is continuing the rollout to EMEA brands​
• Introduced new digital products/services on the platform that have allowed further differentiation of the brand through customer engagement​
• Increased online sales by 30%​
• Implemented scalable infrastructure that can dynamically support up to 3x the expected customer traffic

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