Case Study: Iconic American retailer adopts the Crownpeak hybrid CMS for content-driven commerce
Key results
The challenge
An internationally recognised outdoor retailer with $1.6 billion in sales and over 5,000 employees ran its e-commerce on IBM WebSphere Commerce but struggled to manage commerce content. Once published, web pages were difficult to modify: marketers and designers depended on lengthy IT development processes, with frequent hand-offs and multiple review steps that led to drawn-out schedules and added costs.
The solution
The retailer selected the FirstSpirit hybrid CMS to integrate with IBM WebSphere Commerce and extend its product catalog with rich content management from a single interface. Marketers gained a unified view of catalog and promotional content, eliminated the need to build pages in HTML, and could preview, test, personalise and schedule campaign pages with event-based triggers.
The results, in context
Before FirstSpirit, IT staffers needed about 13 hours to modify and test changes to a web page. By letting marketers manage updates themselves, the company saved 675 hours of IT staff time annually on the homepage alone; the case study also reports IT workloads reduced by 676 hours (84.5 days) per page per year based on weekly marketing updates. Marketers now run campaigns on business timelines rather than IT schedules.