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Louisville Slugger aims for the fence with mobile-optimized Web site

September 19, 2014

sluggerBaseball gear manufacturer Louisville Slugger has announced a collaboration to revamp its ecommerce offerings and provide all of its products in one convenient place.

Up until this move, the brand has maintained relationships with other retailers and has offered a handful of products on its site. With the rapid changes in technology, Louisville Slugger knew it could make a few necessary changes to better appeal to mobile users.

“Along with improving the entire experience, we wanted to create a single place where all of our products could be found,” said Kyle Schlegel, vice president of marketing at Louisville Slugger, Louisville.

A mobile homerun
Ecommerce solution provider Onestop will be powering the revamp for Louisville Slugger, aiming to create a multichannel experience for desktop and mobile shoppers. Given the service provider’s ability to create custom Web site functionalities, operational efficiencies and intelligent marketing.

The initial dive into digital sales helped the brand identify its online consumer’s unique needs, which led to the execution of a customization tool that drives 75 percent of the channel’s current revenue.

However, the tool lacked a technological appeal, so Slugger sought Onestop to improve its efforts and market them to a wider audience. Onestop will help the brand identify and capitalize on current customer trends while providing a new, streamlined platform.

The current site hosts a visual design, but it is clear the site lacks mobile optimization.


The new site is still in development and is expected to launch in January just in time for the 2015 baseball season.

The biggest conversion months for baseball gear providers are February, March and April, and Mr. Schlegel hopes the new site will launch at a convenient time for prospective buyers.

Fashion + ecommerce
Fashion brand Juicy Couture is overhauling its ecommerce business with an eye toward mobile in light of the expectations of high-end shoppers, who are more commonly shopping on their mobile phones today.

Featuring key aspects such as mobile optimization and responsive Web design, Juicy’s new site is now compatible with mobile shoppers and utilizes tools such as live chat and swipe and zoom options. Onestop has powered Juicy Couture owner Authentic Brands Group’s move to create a dynamic experience for mobile users.

Onestop’s technology provides a customized channel focusing on warehousing and distribution, customer service, end-to-end product imaging and cross-channel performance marketing services, which will all aim to streamline Juicy’s ecommerce and mobile operations along with its brick and mortar locations (see story).

“A big chunk of consumers are researching products on their smartphones,” said John Tomich, CEO and co-founder of Onestop, Los Angeles. “Our cross-device analytics show that consumers go from researching on their phones to buying on desktop.

“Louisville Slugger wants to be close to their customers. The closer brands are to their customers, the more feedback and interaction they can get.”

Final Take
Caitlyn Bohannon is an editorial assistant on Mobile Commerce Daily, New York

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