SUCCESS STORY VIBRAM
Vibram, a world leader in the development and production of high-performance rubber soles for outdoor, leisure, work, fashion, orthopedics and repair chooses SeeCommerce for a global catalog digitization project to improve the relationship between Brand, sales force and end consumer.
For more than 80 years, the yellow octagon that identifies Vibram worldwide has been synonymous with quality, performance, safety and innovation in the footwear industry. Internationally headquartered in Albizzate (Varese, Italy), Vibram produces more than 40 million soles a year, devotes more than a million miles to testing, is present in 120 countries and has production, research and representative offices in the U.S., China, Japan, Brazil and Italy.
OBJECTIVES
Replace paper and PDF catalogs in favor of a simple and effective digital touch-point.
Consistently and comprehensively communicate the product to thousands of cobblers/cobblers located world wide.
Turn complex information from ERP into descriptive sheets for use by the Sales and Marketing department.
CHALLENGE AND SOLUTION
It is crucial for Vibram to have effective and clear communication with its stakeholders.
For example, for the Repair world, on which the “REPAIR IF YOU CARE” campaign was born to encourage consumers to reuse and repair shoes in a sustainable way, Vibram empowers end customers to find partner shoemakers through the Repair Locator . On the other hand, however, the shoemakers themselves need to interact with the company so that they can quickly and frictionlessly choose which soles to use.
The collaboration with WARDA was instrumental in implementing an end-to-end solution for this purpose through the use of SeeCommerce PxM and SeeCommerce Digital Catalog.
SeeCommerce Digital Catalog is powered headless by PxM which allows catalogs to be constantly updated for the purpose of providing stakeholders with the best product experience.
SeeCommerce PxM thus represents the bridge between ERP and Sales and Marketing areas, and the platform in which all product information resides and where it is enriched with content essential for sales.
In SeeCommerce Digital Catalog features all Vibram catalogs, searchable not only by shoemakers but also by the world of primary supply therefore Companies and Brands, and by Vibram agents themselves. They can be accessed from any device via a navigation essential but very effective with specially designed features that allow saving of products and downloading of user-defined personal catalogs.
In conclusion, a B2B project that shortened the distance between Brand and B2B customers and enabled the Sales area to improve its work.
“As a Vibram group we strongly believe in digitization, SeeCommerce has given us the ability to make ERP communicate with Sales and Marketing in a more agile way, allowing us to rely on up-to-date product sheets. With Digital Catalog B2B we have also enabled our customers to interact directly with Vibram products.”
Alessandro Pacetti
VIBRAM Global Direct-To-Consumer Director
“This project has amazed me with the remarkable ability of the company’s management to follow the path of change. When we talk about projects where technology seems to be the most important cornerstone, we forget that the attitude to change is what may or may not actually lead to success.
The VIBRAM team has embraced the innovation brought by our products by applying it to business processes in the best way possible.”
Marco Serpilli
CEO WARDA
BENEFITS
- Enrichment of ERP product data with emotional content and media
- Optimized time to market
- Improving the quality of data from SAP
- Deleting excel sheets and manual editing tasks
- Centralization of digital product assets and improved media file management for Sales and Marketing area
FUTURE DEVELOPMENTS
- Enrichment of ERP product data with emotional content and media
- Optimized time to market
- Improving the quality of data from SAP
- Deleting excel sheets and manual editing tasks
- Centralization of digital product assets and improved media file management for Sales and Marketing area