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TECHNOLOGY

Fanatics uses the cloud to create customized shopper experiences

BY Deena M. Amato-McCoy

Fanatics is changing the way fans purchase their favorite team apparel and jerseys across retail channels.

The online retailer of officially licensed sports merchandise enables customers to make purchases online, in-store, via smartphones and in stadiums during sporting events. This complex model forced Fanatics to rethink how it could empower its customer service agents and supervisors to deliver more personalized experiences regardless of the channels its customers visit.

By leveraging the Oracle Customer Experience (CX) Cloud suite, the company is modernizing its call centers, and adding solutions that will transform how it engages with its customers across channels. In addition, the infrastructure is breaking down legacy customer service silos to create a unified, omnichannel experience that combines Web, social and contact center.

To bolster this new model, Fanatics used Oracle’s cloud to launch its Athletes Solutions Kiosk, a tool designed to resolve fans’ questions, drive consistent engagement across channels, and provide a more personalized and friendly customer experience. The cloud also supports Fanatics’ Jersey Assurance program, which features a free replacement jersey if the active pro player switches teams within 90 days of purchase. The cloud’s analytics also monitor customer behavior across channels and devices, helping Fanatics create tailored, engaging and seamless fan experiences.

“We wanted to make sure that whenever [customers] contacted us, whether it’s through voice, chat or email, that we would be able to give them a really world-class experience,” said Carolyne Matseshe-Crawford, VP, fan experience, Fanatics. “We had a very talented group of people, but they were working independently in silos and we knew that had to change. With Oracle, we have been able to bring our team together and deliver a tailored experience so that whenever or however fans contact us, it feels like they are communicating with a friend.”

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