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Personalized cross-channel customer experiences

ESPRIT inspires across all digital touchpoints and creates a consistent shopping experience with its new CMS.

30

Countries

11

Languages

3

Weeks implementation time of CoreMedia into eCommerce solution  

1

Global eCommerce integration

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ESPRIT is an international fashion group with stores in more than 30 countries worldwide

Originally founded in California, Europe was the brand's main market for a long time. Following a comprehensive rebranding, ESPRIT is now reconnecting with its Californian roots and directing its focus toward North America and the Asia-Pacific region as new target markets, emphasizing the use of more sustainable materials, along with modern and stylish designs infused with vibrant colors. This strategic realignment was preceded by the development of new digital touchpoints and the restructuring of the internal IT landscape around the company's proprietary e-commerce platform. The emphasis is on consumers, striving to provide an optimal user experience that mirrors ESPRIT's commitment to quality, design, and new lifestyle.

New company-wide design system and efficient CMS

Our implementation partner denkwerk developed a company-wide, uniform design system for ESPRIT that optimizes individual customer experiences. This includes, for example, dynamic content modules that are versatile and can accommodate different types of content - from compelling texts and images to appealing videos. CoreMedia's content management system (CMS) was integrated into Salesforce Commerce Cloud to enable more efficient maintenance of the various digital channels and content. 

ESPRIT had previously worked with a proprietary platform. This system was no longer up to date and could only be expanded with new functions to an insufficient extent. The maintenance effort was also considerably high. CoreMedia was successfully integrated into the eCommerce solution within just three weeks. The users (editors) were integrated in such a way that they were able to operate CoreMedia independently after this time. Thanks to the new CMS, content is centrally available to all units and processes can be easily standardized.

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Scalable cloud operation and headless migration

With the cloud-based CoreMedia CMS, an architecture was implemented with which adaptations can be made quickly and efficiently for a wide variety of channels. Content teams can access all content centrally and independently manage and plan their own content or campaigns for their respective target region. For users of ESPRIT's various digital touchpoints, the CMS delivers personalized and inspiring content at the right time and in the right place in the user journey, helping them to identify with the brand and make better purchasing decisions. The migration to headless delivery also ensures greater flexibility and speed. Content editors have all the necessary tools (including translation workflow) at their disposal and can use almost unlimited data from various repositories for their campaigns. These extensive, editorially configurable settings for cross-channel teaser display are fully accessible via the headless platform. This means that teaser presentations can be checked at any time and can also be viewed by all departments.

Modern omnichannel shopping experience

With its rebranding, ESPRIT has also created a new omnichannel shopping experience that offers customers a new level of convenience and personalization. CoreMedia’s CMS enables the marketing departments to present products in a contemporary, inspiring way. CoreMedia modules add an extra layer of vibrancy and excitement to eCommerce with impressive images and videos embedded on the product listing page of the online store. Visual elements loosen up grids and ensure that customers have a dynamic and pleasant shopping experience. Marketing is completely autonomous and independent of technical support. The new CMS has reduced the effort required to manage the technology (hosting, website availability, etc.). At the same time, marketing and content editors are able to publish content easily, efficiently and consistently in order to create an omnichannel shopping experience for customers that optimally conveys the spirit of the playful, modern and cool lifestyle clothing brand.

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  • Explore key features relevant to you
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Smart Content Management Dynamic Content
Smart content management

Surprise and delight customers with iconic content everywhere, all the time.

  • Preview in-context before publishing
  • Unlock the power of your teams with workflow and scheduling
  • Keep it compliant with built-in DAM
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Personalized Experiences
Personalized experiences

Nurture customers with personalized experiences at every opportunity.

  • Omnichannel customer targeting
  • Link customer data platforms to leverage audience insight
  • Integrate artificial intelligence driven hyper-personalization
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Real-time Conversations Omnichannel
Real-time conversations

Convert visitors into buyers with conversational experiences, contextual content and a human touch.

  • Guide customers through their buying journey using video shopping, chatbot, live chat and more 
  • Manage all calls and gain insights into interactions from web to contact center
  • Prioritize contacts and let high-value users talk to real people, to maximize ROI
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Inspirational Commerce Guided Selling
Inspirational commerce

Grow your business by connecting the buying journey and converting sales.

  • Built-in connectors for Salesforce, SAP, HCL, Elastic Path, Spryker and more
  • Integrate live product feeds at a global scale
  • Turn rich media into one click shoppable content 
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Elevate your digital experiences.

Choosing a CMS is a big decision. We’re here to help. Leave your details for a personalized consultation on how CoreMedia can tame the complex and help you realize your digital ambitions.

 

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How digitally evolved are you?

Evolution is adaptation to change. Will you survive?

Keeping up in a fast-paced digital world can be a struggle. Whether your business is still stuck in prehistoric times, or already fully-evolved, finding out where you fall on the Digital Evolution Model will help you stay competitive.

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Digital channels

Do you have a well-coordinated, multi-channel presence?

Yes, our content is everywhere all the time! Some is and some isn't. No, our content and data is all over the place.

Content teams

Are your content teams aligned, working together across departments and countries?

Yeah, we're like a well oiled machine! Kind of, but we still waste a lot of effort. No, the left hand doesn't know what the right is doing.

Data tools

Are your content, commerce and customer data tools integrated into a single toolkit?

Yes, we've got everything we need in a single software tool! Not really, we use multiple tools but they're not integrated. Defnitely not, our systems don't talk to each other at all.

Asset management

Is your brand content, product info and customer data all stored in one secure, globally accessible place?

Yes, we've got tight control of all our content and data. Some is and some isn't. No, our content and data is all over the place.

eCommerce

Can you merge brand content with commerce?

Yes, we seamlessly integrate ecommerce with our rich media content. We have commerce and rich content on the same sites, but they're not really integrated. No, our storefronts are completely separate.

Omnichannel marketing

Are your customer experiences seamless across desktop, mobile, apps and all other channels?

Yes, we are everywhere our customers need us to be! We have a good spread of channels, but not exhaustive. No, we focus mainly on desktop websites.

Campaigns

Can you update campaign content and product info across all your sites in minutes?

Yes, we can update our whole web estate at the touch of a button. It's ok, but could be faster. No, it takes an age to update all our sites.

Global control

Do you have global control of your content, with the flexibility to cater for local differences?

Yes, we can localize all day long without compromising global standards. Some control, but could be better. No, our content standards vary with no global oversight.

Personalized content

Can you personalize content so that your customers feel your sites are created just for them?

Yes, our content has the personal touch! Some personalization, but room for improvement. No. What's personalization?

Artificial Intelligence

Are you tapping into the power of artificial intelligence to turbo charge your customer experiences?

Yes, we're right at the leading edge of AI driven personalization! Not quite, but we're making plans. No, we don't trust robots!

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Stage 1: Fragmented: Multiple Channels

You’re a digital dinosaur!

You have a beautiful website, but with fragmented digital experiences, you run the risk of extinction.

It’s time to evolve.

Your audiences want a seamless experience, no matter what's happening behind the scenes. When your experience is different or difficult, it’s important to start with the basics, such as cultivating a holistic approach to online digital experiences. Realign your teams, platforms, processes, goals, and metrics around a comprehensive view of the online experience. Focus on the end-to-end customer journey cutting across channels, desktop and mobile.

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Stage 2: Integrated: Multiple channels

You’re a fish!

Signs of exciting life are starting to form. Your DX is responsive and adaptive but it’s not quite personalized yet.

Keep swimming!

The integration of your brand content across every touchpoint (website, online store, social media, emails, apps, point of sale) creates immersive experiences. These flagship sites combine content-rich brand experiences with immediate conversion capabilities. Business teams and marketing are closely aligned. However, while the digital experience is responsive and adaptive, it’s not yet personalized.

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Stage 3: Instant: Global expansion

You’re a crocodile!

You’re taking it global. Speed and scalability are key and just like a crocodile, you’re fast…but you’re clumsy.

Oh snap!

In this stage, the online digital experience becomes completely dynamic. You need content that is global, yet relevant, with plenty of local insights: Who is the user? Are they using a mobile phone? Is it raining where they are? Is it snowing? If it is, maybe they need warm, waterproof boots. All of this contextualized information creates a better user experience. With one global orchestration, you’re able to adapt everything, in whatever country or language you choose – while keeping turnaround times low. So keep evolving.

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Stage 4: Dynamic: Real time personalization

You’re a lion!

You’re reaching more customers in more countries and languages than ever before, and now you’re finally hunting and collecting info with precision.

But you can do more to keep your brand roaring!

As you graduate to the Instant level, you’re able to rapidly update everything - not just in one language and for one country, but in 20 languages and for 100 countries. Speed and scalability are key, driven by the need to roll out global campaigns in all languages and all touchpoints and make updates in minutes or hours, not weeks. But there’s still more to do to reach nirvana.

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Stage 5: Immersive: Elevated experiences

You’re Captain Content!

You’ve done it! You have opposable thumbs AND you’re saving the world with your seamless, elevated customer experiences.

You're a superhero in the digital space.

Your digital world and your physical world are blending together in the most complementary way possible. When shoppers visit your store, they’ll be greeted with their pre-selected products. Language changes dynamically depending on country of origin – it's like the whole store was set up just for your one specific customer.

In this final stage, your customer experience is truly immersive and superior, and your flagship store merges your physical and digital world into one, with a truly personalized individual experience.

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