eCommerce Website Migration for Intersport

Company Name

Location

Europe (Sweden)

Industry

Client

IIC-INTERSPORT International Corporation is the brand-management and purchasing company of the INTERSPORT Group. With a retail turnover of over EUR 12.2 billion and more than 5,500 associated retailers in 46 countries, INTERSPORT has the worldwide leading position in the sporting goods retail market.

Business Challenge

Intersport sought a development partner to reimagine their website architecture and migrate it to the modern technology stack. The primary challenge was their legacy website's limited capacity for growth and low performance due to outdated technologies. Lack of documentation and limited compatibility with the latest technologies made the website difficult to support and update. Intersport was also looking to improve sales with better UX and extended marketing and personalization capabilities of the new website.

Solution

The DataArt team implemented a structured content approach utilizing Sanity CMS, enabling more flexible website content management. The team crafted a completely new user interface and user experience, meticulously tailored to meet the client's specific requirements and to resonate with local audience nuances. To ensure a swift and responsive storefront, the team leveraged Next.JS, capitalizing on the latest technological advancements.

Furthermore, DataArt integrated an image optimization service to streamline the visual aspect of the site and incorporated A/B testing functionality to fine-tune the user experience based on real user data. Personalized search features were also introduced to cater to individual user preferences and enhance the shopping experience. To aid in content management, DataArt introduced live preview functionality, which allows for convenient and predictable updates. Routine operations were automated through the implementation of scheduled publishing/unpublishing and editorial workflows. The team also harnessed the power of generative AI to expedite content creation processes.

Lastly, DataArt's smart integration with the product catalog through custom components in Sanity ensured a seamless and efficient connection between the website's content and the product inventory.

Benefits

By adopting a structured content approach, Intersport can now repurpose website content across multiple sales channels, including apps and in-store displays, ensuring a consistent brand experience. The introduction of a page builder tool has expedited the creation and launch of landing and product detail pages, significantly reducing time to market.

The utilization of Sanity GenAI services has markedly enhanced the speed at which content can be generated, providing a substantial boost to productivity. The marketing team now enjoys greater flexibility in executing scheduled campaigns, thanks to the advanced content management capabilities.

Overall, these improvements have led to better conversion rates, attributable to the enhanced user experience and the increased speed of the website, which together create a more engaging and efficient online shopping environment for customers.

Technology Stack

Sanity CMS

Next.JS

React

Growthbook

Cloudflare

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