New Online Business Channel Generates Big Returns

Sport Supply Group - My Team Shop

As the largest manufacturer, marketer and distributor of sporting goods products direct to the institutional and team sports marketplace, Sport Supply Group, Inc. (NASDAQ: RBI) sought to provide its customers with a Web-based tool that would streamline sales while maintaining the superior service they had come to expect.

E-Commerce StorefrontE-Commerce Storefront

“Hey team, we have a winner! Great excitement and widespread affirmation that we have a fantastic tool.”

Tevis Martin

Exec. VP, US Operations
Sport Supply Group

SSG is a one-stop shop for branded equipment and team apparel from Nike, Under Armour, Adidas, Champion, Rawlings, Wilson, New Era and more to an audience of over 200,000 customers and prospects.

Situation

Each client of SSG's (such as a high school sports team) buys products from a particular subset of SSG's vast product catalog. Team members select products—shoes, uniforms, equipment and more—from this unique team catalog. The problem was that all of the customer-facing end of the order process was handled on paper order forms which had to be generated manually for each team and hand delivered to the school or organization.

Vision

Each Team Shop would be setup to the customer's specifications, including only those products that were available for that customer's team members.

The tool also needed to be easy to use to foster wide adoption by SSG's large sales force, while also providing flexibility in setting prices for each team, offering package discounts, and providing other options to tailor each unique team shop.

Team members could select all of the gear from the custom Team Shop with full confidence that their gear would match the others on their team—all through the convenience of an online, always-available store. In addition, cross-sell and "package upgrade" opportunities would capture added revenue.

Finally, an array of payment options would be needed, ranging from credit card payments by individuals to accepting a single offline payment from a booster club or team coordinator.

Execution

SSG selected Dayspring in a competitive bidding process, making clear that time-to-launch was critical.

A Dayspring-facilitated rapid design process helped the project team crystallize its vision. Implementation and deployment of the solution rapidly followed and the aggressive launch deadline was hit.

Dayspring hosts the solution in its Virtual Private Server (VPS) web hosting offering, providing both production and staging/test environments. SSG continues to engage Dayspring to enhance the My Team Shop Web application, adding features such as:

  • online maintenance of the website's product catalog
  • a publicly viewable version of the catalog that can be used as a sales tool in place of sending paper catalogs
  • personalization of products with player names and numbers
  • an automated reminder system to help the sales team better serve SSG's customers
  • specialized reporting capabilities that can be used for a new internal sales incentive system not previously possible

The My Team Shop Web application has garnered very positive feedback from SSG's salesforce and its customers. Project sponsor and Executive VP Tevis Martin confirms, "My Team Shop has created substantial new business opportunities."

Technologies employed: PHP, MySQL, CyberSource payment integration, jQuery, AJAX, Apache Web server, SSL.

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