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Black Diamond Equipment moves online commerce ops into the cloud with Demandware

BY Marianne Wilson

Burlington, Mass. — Demandware announced that Black Diamond Equipment, which specializes in active outdoor performance products for climbing, mountaineering, backpacking, skiing and other active outdoor recreation activities, has re-launched its ecommerce site on the Demandware Commerce platform.

Over time, Black Diamond, Inc. plans to leverage Demandware’s cloud platform to quickly and cost-effectively roll out distinct sites for all of its global brands, including Black Diamond, , Gregory, POC and PIEPS.

“Demandware’s digital commerce platform gives us the ability to create highly-customized brand experiences that resonate with our strong community of outdoor enthusiasts”

Black Diamond Equipment switched from an on-premise solution to Demandware because of Demandware’s proven track record with other sporting goods brands, and the robust capabilities of its cloud platform. Demandware Commerce includes sophisticated merchandising functionality and a fully customizable, integrated development environment that provides complete control over the brand experience. In addition, its secure cloud infrastructure easily scales to support growth across multiple sites, channels and geographies.

“Demandware’s digital commerce platform gives us the ability to create highly-customized brand experiences that resonate with our strong community of outdoor enthusiasts,” said Walter Wilhelm, VP of business process at Black Diamond. “We wanted a partner with a proven track record of delivering high levels of performance and innovation to customers. With Demandware, we have a solution that not only supports our brand and growth strategies today, but will continue to evolve and scale to meet our ongoing initiatives.”

The new Black Diamond Equipment site features a unique combination of shopping and experience. The Shop section includes the ability to shop by product and by activity with sophisticated search functions guiding users to the right items. The Black Diamond Experience section features inspirational stories, photos and videos from athletes, employees and partners from around the world, as well as event news, advocacy efforts, and product and technology highlights. Rich imagery and video is used extensively throughout the site and is a hallmark of the brand experience.

Black Diamond Equipment worked with Demandware Link Solution Partner, LiveAreaLabs, for site development and system integration.

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STORE SPACES

Amerlux appoints VP of sales

BY Staff Writer

Fairfield, N.J. — Amerlux CEO/president Chuck Campagna has announced that Chris McQuillan has joined the management team as VP of sales. Amerlux is a global leader in innovation, manufacturing and creative lighting solutions for a broad range of commercial, retail, hospitality and institutional environments.

"Chris brings strong leadership to our sales team," said Campagna. "He has a well-rounded background on the manufacturing side, an outstanding technical skill set and a successful sales management track record with extraordinary potential."

Prior to joining Amerlux, McQuillan served as business leader for Honeywell Americas, VP and general manager for Acuity Brands/Mark Lighting, VP of sales for USAI, regional specification manager for Lightolier, and operations and engineering manager for ERCO.

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MARKETING/SOCIAL MEDIA

Accenture: Younger shoppers are the most likely to shop on Thanksgiving Day and Black Friday

BY Marianne Wilson

New York — Thirty-eight percent of shoppers are likely to shop on Thanksgiving Day this year, according to Accenture’s annual Holiday Shopping Survey. Of those shoppers planning to hit the stores on Thanksgiving, 41% said they will be out shopping between 6 p.m. Thanksgiving Day and 5 a.m. the next morning.

Millennials are particularly game to hit the stores, with 55% of 18-24 year olds and 61% of 25-34 year olds saying they likely to shop on Thanksgiving Day, compared to just 31% of 45-59 year olds. Eighty percent of 18-24 year olds and 70% of 25-34 year olds plan to shop on Black Friday, compared to 51% of 45-59 year olds.

Although millennial consumers are often perceived to be predominantly online shoppers, 58% of the 18-24 year-old respondents who said they would be shopping on Thanksgiving Day expect to make most of their purchases in a physical store. Interestingly, most of the 45-59 year olds who plan to shop on Thanksgiving, said they expect to make most of their holiday purchases online.

The survey also indicates that the lure of Black Friday as a major shopping event is at its highest level in five years: Fifty-five percent of consumers are likely to shop on the day after Thanksgiving, compared to 53% in 2012.

In other findings:

  • Women are more likely than men to be shopping during the Thanksgiving holiday: Forty-two percent of women expect to shop on Thanksgiving Day, compared to 31% of men; and 58% of women expect to shop on Black Friday, compared to 49% of men.
  • Discounts will continue to be a big motivator for shopping during the holiday weekend and throughout the season this year. Forty-eight percent said they believe the best discounts of the entire holiday season will be available on Thanksgiving, Black Friday or Cyber Monday – traditionally one of the busiest online shopping days of the year.

“Increasingly shoppers want to shop at their favorite stores, whenever they want and however they want, and retailers have to decide how they are going to respond to this demand,” said Chris Donnelly, global managing director of Accenture’s retail practice. “In a season of almost permanent discounts, many stores have decided they need an event like a Thanksgiving Day opening to help generate excitement and an urgency to buy. For many consumers, Thanksgiving Day and Black Friday shopping has become a two-day ‘doorbuster’ bonanza.”


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