Customer
Intersport Finland
In a Nutshell
When Finland's leading sports equipment chain, Intersport, decided to establish an online store, the starting point was demanding. It was not about starting from scratch, but about integrating a new digital channel into a wide-ranging chain business, existing backend systems, and an extensive product range. The project's aim was to create a solution that not only sells but also comprehensively supports and serves the entire business.
Customer
Intersport Finland
Industry
Sports equipment / clothing
Services
UX / UI
Digital Design
Technical Service
Expert Service
Challenge
Seamlessly integrating online and physical stores
In the context of evolving consumer behaviour, the creation of Intersport's first online store was initiated. The digital channel needed to serve both customers who purchase online and those who explore products on the internet but make their buying decision in-store. Ilkka Saastamoinen, Intersport's Head of E-commerce, explains: "Considering Intersport's position as Finland’s leading sports chain, the absence of an online store was a significant shortfall. Nowadays, customers survey the selection online before heading to physical stores for their purchases. Therefore, we want to provide comprehensive information about our products before visiting the store." The project was further challenged by the need to utilise existing resources efficiently, which led to the selection of Crasman as the implementation partner.
"I have never seen a project of such a large scale implemented in such a short time. The number of different integrations is truly high, and Crasman managed them well. Crasman's operations are innovative and flexible."
Solution
User experience and content at the forefront, with robust technology in the background
The core of the project was an easy and clear user experience, with the aim of creating an online store that guides customers to engage in their hobbies better through expert content. The solution focused on a seamless purchasing process, effective utilisation of rich product information from an already implemented PIM system, flexible content management, and high performance that can withstand even large numbers of visitors.
Implementation
The completed online store successfully established a high-quality and expert channel that supports Intersport's brand. "We wished for an online store that communicates quality and expertise while supporting the brand of our physical stores. Crasman developed a platform for us that works on all devices, with technical solutions tailored precisely to our needs. We received an online store that is as straightforward as possible for consumers, yet still visually engaging," explains Ilkka Saastamoinen. Behind the scenes, Intersport.fi is an exceptionally comprehensive technical implementation, and the successful project is a testament to Crasman's capabilities. "I have never seen a project of such a large scale executed in such a short timeframe. The number of different integrations is truly vast, and Crasman managed them well. Crasman's approach is innovative and flexible. 'It can't be done' is a response you never receive from them. They fulfill all our wishes for new features and implement changes quickly. The site is fast and has withstood traffic spikes during campaigns," Saastamoinen summarizes.
