A vertical retailer of snowboarding products is shifting its business to focus more on direct-to-consumer sales.
Having evolved over the years to almost exclusively focus on wholesale to a 75 per cent/25 per cent wholesale/DTC mix, Burton decided to digitally transform its enterprise to take advantage of opportunities in the DTC side of its business. The company wanted to enhance the omni-channel customer experience provided by its existing Salesforce Commerce Cloud platform, including providing more efficient customer service, as well as obtaining a unified view of customer data to support manufacturing, product development, wholesaling, fulfilment, e-commerce, physical retail, and marketing efforts.
In addition, Burton was looking to create a knowledge hub for its customers where they could find answers to questions to help them make better product selections. The company planned to implement Salesforce Community Cloud as a mechanism to interact with customers, while creating more personalised customer messaging and optimizing marketing campaigns for its target audience.
“We are evolving to be a consumer-centric, digital-first retailer of the future,” said Josee Larocque, Senior VP, Direct to Consumer & Digital Transformation, Burton Snowboards. “To get there we needed to ensure that we were able to offer an enhanced consumer and brand experience in the digital space. That’s why we engaged OSF for help with our complete digital transformation. Thanks to OSF’s multi-cloud integrations, we are gaining a 360-degree view of the consumer across Salesforce Commerce, Service, and Marketing and we are putting our customers first, engaging with them in more personalised communications, and delivering a more sophisticated cross-channel and customer-driven service experience.”
