Cleveland Golf, Srixon, XXIO, Dunlop Racket Sports, Never Compromise and ASICS Golf Shoes are a family of global brands dedicated to the joy of the game. Their brands include an undisputed trailblazer and longtime Wedge design innovator, ultralight golf clubs constructed of exotic materials using revolutionary technologies, and drivers, irons and golf balls used by many of the top-ranked players on the sport's biggest tours.

THE CHALLENGE

Cleveland Golf was running on the original Salesforce Commerce Cloud ("SFCC") version called SiteGenesis along with a suite of 3rd party applications designed and implemented as far back as 2014. Many of these 3rd party applications no longer had support, and the new versions available were only built to run on the newer Salesforce SFRA architecture.

DEMAND had also built a complex golf club customizer tool on the Cleveland Golf website that could benefit from the newer SFRA architecture and a redesign of how the customized product data was stored and utilized.

The parent company, Dunlop Sports, wanted to bring all their brands under one roof. With their existing manufacturing capable of personalizing products, they now needed the ability for their customers to personalize the products they order across all of Dunlop Sports brands.

It was easy to select Salesforce SFRA as the platform of choice.

  • It was proven.
  • It had been out for 2-3 years.
  • It was already adopted and used by other retailers.
  • It was fast.
  • It used a modern mobile-first framework that made development and support easier.

"Bringing several new brands, most with international sites, onto one Salesforce realm with a shared cart didn't make sense when the Salesforce Commerce Cloud Platform we were using was already obsolete. It was time to upgrade to SFRA!"

Nelson Nakano, Web Manager

DEMAND worked with Dunlop to rearchitect their Club customization and personalization logic from the ground up and came up with an architecture that could better support Cleveland Golf's customizations goals today with the flexibility to adapt to future changes.

6 SITES - ONE CART

The sites were built using mobile first designs from Dunlop on top of SFRA's mobile first architecture and modern framework enhancing page speeds and client-side page performance. DEMAND built all 6 sites using overlay cartridges to provide clear separation of custom code while making future upgrades easy. A subfolder URL approach was chosen that allows the parent domain to remain with subfolders for each brand.

PRODUCT PERSONALIZATION

Getting a set of personalized clubs was made easy with the ability to select and customize the perfect club. Clubs can be customized for shaft type, shaft flex, grip model, loft / bounce, lie, loft adjustment, right or left handed, and then personalized with text, colors and a set of skins to choose from. This logic is utilized across all 6 sites and can be tailored for new club options or customization fields.

"Once we got the first site dialed, we were able to add additional sites quickly and easily using SFRA's modern framework. Starting with the SFRA storefront made development a breeze.

Scot Johnston, CIO at DEMANDPDX

INTERNATIONAL EXPANSION

Dunlop needed a strong web presence in South Africa, Europe and Australia for their sporting goods, but they didn't want to disrupt their existing distribution network by selling directly to consumers in those areas.

DEMAND accomplished this by building additional international websites for each brand that shared the same user interface and master product catalog as their US counterpart. A site preference switch was also implemented to turn the ordering portion of those websites on and off. This switch immediately adds or removes the product configurator, prices, add to cart buttons, mini-cart, full page cart and the checkout from the website depending on the option chosen.

VENDOR INTEGRATIONS

Many of the vendors integrated into the new platform had out of the box SFRA cartridges available to start with. Where these cartridges weren't available, DEMAND created custom cartridges based on the legacy vendor cartridge and the new SFRA framework to get the vendor application up and running.

"A lot of 3rd party vendors stopped supporting their own software on the Site Genesis version of Salesforce Commerce Cloud. When we upgraded Dunlop Sports to Salesforce SFRA, we were able to quickly implement the latest 3rd party vendor cartridges without a significant effort."

Chris Bergemann, CEO AT DEMANDPDX

CONCLUSION

Once the first site was built by DEMAND, it became super easy to add additional sites by simply changing fonts, logos, colors and content on each new site. It became so easy in fact that the Dunlop team was able to do some sites themselves without developer help. It was easy to add international sites too as they were layered on top of their US counterparts.

All of the websites were launched on schedule and on budget.

RESULTS

  • US Sites Launched

    6

  • International Sites Launched

    18
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