Wolverine’s Saucony brand has a loyal following, yet it battles in the very competitive athletic shoe category against industry giants like Nike, Asics, and Brooks. Given the recent growth in product selection and demand, combined with Wolverine’s Direct To Consumer (DTC) channels outpacing the market, Wolverine wanted to add an innovative and engaging element to the Saucony website to build on its current momentum and upward trajectory of turning new shoppers into customers.
The CQL and Saucony teams launched a mobile-first “Shoe Advisor” with a responsive UX design on custom product detail page (PDP) and software integration with Salesforce Commerce Cloud. The new Shoe Advisor streamlines the browsing and refines user experience while also showcasing Saucony’s footwear prowess.
Saucony’s Shoe Advisor asks shoppers for their shoe preference, size, and width. To find the best fit, the Shoe Advisor then asks a variety of questions including activity, shoe feel, and support preferences.
The Shoe Advisor displays the best shoe match based on shopper preferences. Shoppers can select widths and colors of the top matched shoe, zoom in and out on multiple images, add shoes directly to the shopping cart, compare other great shoe matches, and more!
Saucony’s product design and innovation are at the core of the brand’s appeal. Saucony applies this same philosophy to its website user experience: innovating, implementing, and integrating on the Salesforce Commerce Cloud to deliver ground-breaking platform, custom, and application development milestones like the Shoe Advisor.
With over 80% growth in Q1 2021 in eCommerce earnings, Saucony continues to out-perform its competition with a robust online tool to assist shoppers in finding the perfect pair of shoes.
Shoe Advisor has enabled the Saucony brand to reach above and beyond consumers’ likes and expectations, delivering a direct to consumer, personalized shoe experience that results in a bespoke purchase. Finding and purchasing the right pair of shoes has never been easier.
The custom implementation proved to Wolverine that the Shoe Advisor feature would benefit their other growing brands. Through Q3 and Q4 of 2021, the Shoe Advisor solution will begin debuting on other key brands: Merrell®, CAT, Wolverine, and Sperry.
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