Salesforce B2C Сommerce Implementation for a Leading Sportswear Brand
Salesforce customer success story behind a global, Danish-based athleisure manufacturer managing multiple brands and aiming for an elevated shopping experience with Salesforce for B2C
Salesforce B2C Сommerce Implementation for a Leading Sportswear Brand
hummel
Website:
hummel.net
hummel.net
Industry:
Consumer goods
Consumer goods
Headquarters:
Aarhus, Denmark
Aarhus, Denmark
Number of employees:
Over 900
Over 900
About the Сlient
hummel A/S, commonly known as hummel, is a Danish sportswear manufacturer based in Aarhus. hummel produces apparel for various sports and lifestyles.
hummel is the main sports brand, but the company also owns other brands—such as Newline Halo and Newline Sport.
Newline Halo, born in the Danish Special Forces, offers multipurpose clothing suitable for everyday wear, city life, & achieving personal bests, aiming to empower individuals through well-fitting clothes. Newline Sport focuses on running and bicycling gear.
Additionally, hummel has a children's clothing brand called Sometime Soon, further showcasing its diverse commitment to the sports and apparel industry.
Founded with the vision of excelling in the sports industry and doing good while conducting business, hummel strives to ensure everyone has the opportunity to play sports worldwide. This ethos is deeply embedded in the company's values and operations.
- Consumer goods industry
Project details:
- 21-100 Salesforce org users
- The project started in December 2023
- Salesforce B2C Commerce integration
Services provided:
Challenges
With a mission to change the world through sports, the brand needed to redesign the B2C section of its website, especially for its brand, Newline Halo. Initially, the company already worked with an external agency for their Salesforce development but faced significant challenges.
hummel then chose Twistellar as its Salesforce partner for several reasons:
- Broad Salesforce expertise: Twistellar is familiar with all Salesforce clouds, which is rare in a single agency.
- Comprehensive solutions: Twistellar’s approach encompasses all hummel's systems, not just specialized areas.
- Positive recommendations: Another Danish company recommended Twistellar based on their positive experience, especially with the Marketing Cloud services.
- Rikke TruelsenDigital Business Development Manager at hummelWe chose Twistellar because they are familiar with all the Salesforce systems we use, which is hard to find in a single agency.
Twistellar provided comprehensive solutions, and their expertise stood out compared to others.
Their willingness to have a dialogue regarding our specific needs and tasks is something that sets them apart.
Solution
The project for hummel involved a comprehensive redesign of the B2C section of their website, utilizing pre-existing components to ensure consistency and maintain the inherited style. This extensive redesign encompassed various aspects of the website, including the navigation, footer, hero module, shop the look, large media blocks, and features sections.
- Front-end and back-end updates: The project required both front-end and back-end updates, necessitating a thorough understanding of HTML, CSS, JavaScript, and B2C CMS/backend integration. The front-end updates involved implementing new features and refining existing ones across the website. This ensured that the visual elements and user interactions were consistent and aligned with hummel’s brand identity.
- Back-end modifications: The backend updates were crucial for proper data rendering and maintaining a dynamic connection to the view layer. The site's internal structure remained unaffected, including background processes, import/export jobs, integrations, and payment processing. This approach ensured the website's core functionalities continued operating seamlessly while the redesign enhanced the user experience.
- Quality assurance and improvements: The delivery processes occasionally involved bugs that needed fixing, highlighting the need for enhanced QA processes to ensure smoother project outcomes.
- Rikke TruelsenDigital Business Development Manager at hummelTwistellar takes responsibility for the work they do. If something isn't right, they fix it. Their dedication to quality and accountability is impressive.
When we have a deadline, Twistellar really goes the extra mile. They do whatever it takes to manage the deadline and put in the hard work, which is very unique.
Scope and Process
Objectives: Upgrade the brand’s B2C website user experience and efficiency to the highest standards using Salesforce for B2C Commerce—all while ensuring uninterrupted business flow and strict adherence to the project’s deadlines and budget.
Deliverables: Integrating Salesforce B2C Commerce, Salesforce customization and support, GoogleTagManager Integration, AltaPayIntegration.
Results
The collaboration between Twistellar and hummel brought several noteworthy results:
- Improved user experience: The redesigned website features enhanced navigation, updated hero modules, improved shop the look sections, and refined large media blocks and features sections. Collectively, these changes contributed to a more intuitive and visually appealing user experience.
- Timely delivery: Twistellar ensured that all milestones were achieved on time, keeping the client in the loop of what was done.
- Smooth go-live: The project's primary objective was to ensure a smooth go-live process. Twistellar has met this goal with the thorough planning and execution that went into the project. The transition to the redesigned website section was seamless, with minimal user disruption.
The improved user experience is expected to translate into better engagement and, ultimately, increased sales. The redesign also aligns with hummel's mission to make its products more accessible and appealing to a global audience.
Twistellar’s expertise in the Salesforce B2C Commerce suite and ability to handle both front-end and back-end updates were critical to the project's success. New features and updates were seamlessly integrated across various systems, ensuring that the site remained functional throughout and more efficient after.
hummel acknowledged the high quality of Twistellar's work. This positive experience has laid a strong foundation for future collaborations between hummel and Twistellar, with lessons learned from this project being used to improve processes for subsequent projects.
Client Testimonial
- Rikke TruelsenDigital Business Development Manager at hummelWorking with Twistellar has been a standout experience for us. We rate them a solid 5 out of 5, as they are always available, quick to respond, and open to dialogue about any specific need, task, or project.
This level of responsiveness and commitment is something truly exceptional.
In terms of communication, delivery quality, and responsiveness, Twistellar consistently excels. Whenever something urgent comes up, we can always count on them to address it promptly. This reliability and efficiency set them apart from our experiences with other companies.
Twistellar's dedication and availability are simply unmatched.
Ready to elevate your site's functionality and user experience? Let Twistellar help your business shine online with expert Salesforce solutions. Contact us now to get started!