ObjectiveComplete site redesign, implementation of a single web platform to support global Internet initiatives, and the integration of a Content Management System.
SolutionNewBalance.com is the athletic shoe and apparel manufacturer¹s global Internet portal, serving all corporate and consumer constituents including customers, human resources, media relations, marketing, and sales. With plans to expand to 5 continents and over 10 countries, New Balance site administrators manage the content and products for all local web sites around the globe from a single site backend. Complex CMS workflow allows authors to submit content to editors for review. Editors then submit content to publishers for posting to the live site. Scalable website architecture supports tens of millions of hits per month. The site integrates with numerous data sources including shoe catalog, customer databases, and a mapping provider. Backend administration is accessible globally by thousands of employees.
ResultsSite traffic increased 70% from the previous year (before the new site launched). Site maintenance time reduced by 35% and site maintenance cost by 25%. Site is completely globalized using one database for inventory.
Avatar developed several custom applications to enhance the end-user experience and drive more traffic to the site. Some notable applications were:
- Product Recommender: This application allowed users to find a shoe that matched their specific body type, foot size, foot width, and sporting activities.
- Store Locator: The store locator allows users to find sporting good stores selling new balance products or New Balance retail stores. You simply type in your address and it will find the closest stores to you. It prints out address information, driving directions, and a map that allows panning and zooming.
- Gym Bag: The Gym Bag enables users to store a list of products they wish to save for purchasing later. It is fully integrated with the Product Recommender, catalog, and search. They can even go to the store locator to find the store that will sell that product.
Learn more about Custom Programming
With plans to expand to 5 continents and over 10 countries, New Balance site administrators manage the content and products for all local web sites around the globe from a single site backend. Complex CMS workflow allows authors to submit content to editors for review. Editors then submit content to publishers for posting to the live site. Scalable website architecture supports tens of millions of hits per month. The system integrates with numerous data sources including shoe catalog, customer databases, and a mapping provider. Backend administration is accessible globally by thousands of employees.
Learn more about Content Management
Because we developed a scalable content management system that took advantage of XML/XSL technology, we were able to stream information across multiple sites and technologies. After the successful launch of Newbalance.com, we developed an all-flash based basketball website (
www.nbhoops.com) that dynamically pulls in product and event information from our content management system at newbalance.com.
Learn more about Cross-Channel Initiatives
We integrated AvantGo with NewBalance.com. This allows palm pilot users to take sections of the site with them anywhere.
Learn more about Wireless
As part of the ClubNB section of NewBalance.com, we include the ability for users to fill out demographic information and choose to receive NB monthly newsletters. Besides sending out monthly newsletters, New Balance can send out emails to a particular segment of their user base. One way they take advantage of this is by sending out event notifications to users in a particular city or state.
Learn more about Email Marketing Initiatives
