How the Sneaker Giant Leveraged Salsify and Salesforce To Scale Its DTC Footprint Successfully
For more than 70 years, ASICS has been designing and producing athletic shoes, apparel, and equipment. The brand’s founding philosophy of Sound Mind, Sound Body still drives its mission to bring the joy of all types of sports to people around the world. ASICS Digital, a subsidiary of ASICS Corporation, exists to build a world class omnichannel experience through consumer-centric mobile apps, ecommerce platforms, and technology experiences for the international brand.
Multiple Regions, One Global Brand
In 2017, ASICS Digital needed to drive ecommerce growth and catch up to other sneaker brands that were early digital adopters. The team decided to invest in ecommerce completely — as a competency, as a capability, and as a growth lever to increase market share.
At the time, ASICS operated many different systems to store and send data for more than 500,000 unique products across the globe, the most prominent business regions being Europe, Asia, North America, and Australia. While each region has different intricacies that need to be handled at a local level — from language to promotions to pricing — the ASICS Digital team wanted to ensure there was also one globalized template with a universal ecommerce architecture.
Salesforce and Salsify, Better Together
ASICS adopted a new digital strategy that included migrating to a new ecommerce platform, Salesforce Commerce Cloud, and connecting it to Salsify’s flexible, centralized source of product information management.
ASICS worked with Salsify to create a customized integration with Salesforce Commerce Cloud via Mulesoft to define a global product information management (PIM) and commerce ecosystem that delivers an engaging, digital experience, while also optimizing the company’s business processes.
Personalized Digital Shelves, Efficient Global Operations
Over the next three years, the team went live with 67 channels and 1.26 million digital assets. The initial launch in Europe in the fall of 2017 began with 15 users in Salsify. Today, there are more than 200 ASICS team members using Salsify, with multiple Salsify-certified admins on the global support team. Each of the four major regions is supported on the Salesforce and Salsify architecture, with price books and inventory data coming from Salesforce and digital assets coming from ASICS Global digital asset management (DAM) system, Scene7.
Salsify’s flexibility and permission abilities, through Salesforce Commerce Cloud’s API approach, helped make ASICS’ regional websites unique and customizable. It also enabled corporate headquarters to take centralized, controlled power of the entire ecommerce offering.
Salsify is your foundation for digital shelf success, empowering you with the tools needed to win.