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Developing a custom eCommerce solution


Two girls in sport apparel running in the city

Going direct to the consumer

  • Category: Retail eCommerce

True Sport Performance brand ASICS was making the transition to a global direct-to-consumer sales model. This required new eCommerce solutions which supported existing retailer sales. ASICS’ brand positioning changed depending on the region and the new ecommerce solutions had to lead the way in delivering a consistent and coherent brand presence that worked locally and globally.

We completed an eCommerce rollout to 15 markets in 24 months.

Running shoes product selection in Asics' ecommerce website
Product details and features in Asics' ecommerce website
Additional product features and technical specifications in Asics' ecommerce website
Product ratings and user reviews in Asics' ecommerce website

Bringing harmony to the brand

We worked with ASICS’ Global HQ and key regions (US, Japan, Europe & Australia) to harmonise the brand’s positioning and bring consistency to the customer experience and product positioning. This required us to act as strategic digital advisers across brand, creative and technical strategy and implementation. We led a consortium of global partners to deliver a multi-channel, multinational direct to market blueprint for the ASICS brand. After initial consultation to create a technical framework, we began to build the solution on the hybris eCommerce platform. This was then configured using hybris eCommerce accelerators with local integration hubs, templates and merchandising services.

We counted very much on Kin + Carta Connect’s experience for the governance of complex projects with significant politics to ensure the success of this one. I was thrilled to be working with a team that puts research and conceptual exploration at the heart of its professional practice.

Raphaël Mazoyer - Digital Marketing Manager, Global Sales and Marketing Division, ASICS HQ

Continuous optimisation

We also devised and managed an optimisation programme using a combination of web analytics, expert analysis, competitor monitoring and regional consultation. We ran 7 optimisation phases over 21 sprints, incorporating 1,000 tickets and stories across 4 regions, 8 sites and 5 languages.

Young man running in the mountains in winter sports clothes
Close up of running shoe being used in snowy terrain

The silent salesman

Retail technologies which make bespoke selections about products have become increasingly important to the sports industry. So we created a ‘silent salesman’: an in-store interactive tool that enabled shoppers to find their perfect shoe.

Based upon insights into shopper need states and potential barriers to interaction, our ecommerce solution was a tablet that interfaces with a large screen display, equipped with motion tracking cameras and integrated to the full commerce solution. This encouraged customers to engage with the experience and learn more about the products available, personalised to their needs.

Global success

The sites have been rolled out across the world, including Japan, USA, UK, Australia and Germany. And the results have been superb, including:

27% uplift in conversions
11% uplift in revenue
10% uplift in transactions

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