Johnson Outdoors is a leading global innovator of outdoor recreation equipment and technologies that inspire more people to experience the awe of the great outdoors. The company designs, manufactures and markets a portfolio of winning, consumer-preferred brands across four categories: Watercraft Recreation, Fishing, Diving and Camping. Johnson Outdoors' iconic brands include: Old Town® canoes and kayaks; Ocean Kayak™; Carlisle® paddles; Minn Kota® fishing motors, batteries and anchors; Cannon® downriggers; Humminbird® marine electronics and charts; SCUBAPRO® dive equipment; Jetboil® outdoor cooking systems; and, Eureka!®camping and hiking equipment.
Johnson Outdoors identified four key opportunities to achieve: tell experience stories in order to make our products compelling, leverage conversation strategies to lead customers into the buying experience, provide support for those customers for their products and create loyalty through extending our customer's engagement beyond just the purchase of a single product.
Johnson Outdoors required a robust platform in which to give each of its portfolio of brands the tools they needed to tell their stories, engage with their consumers and build an awareness that Johnson Outdoors is a portfolio of brands extending beyond whichever individual brand a consumer happened to be interacting with.
The ability to cross sell-products via a single shared cart between brands sites and to allow a user to have the same login credentials no matter which Johnson Outdoors brand they were visiting. To provide brand owners the ability to manage their content through a CMS and manage products through a PIM system. To integrate with and leverage third party services to provide key infrastructure services including PIM, inventory management, sales tax calculations, and product registration systems.
Each brand required its own website URL for a brand specific marketing site and the ability to manage content and business rules through a CMS. Those brands needed a way to promote products from any brand but maintain their own content and identity.
The solution also required finding a way to securely tie each site together with a shared user account and shared cart data, especially when a user is anonymous so that they could shop, add to cart, check out, and view their account on any brand site.
Brand management teams were led through website experience design phases that aligned with brand strategy and eCommerce best practices. Extensive consumer research, stakeholder interviews and persona work was performed up front to establish content strategies for each of the brands.
Digitas simultaneously developed several proofs of concepts with different sets of modules and configurations to see which would provide the most robust and customizable solution for Johnson Outdoors.
Digitas white boarded site structures and commerce / API flows to plan how Johnson Outdoors would approach a future state of the site through the progressive rollout of seven brands.
Each brand was given its own marketing site in the overall multisite instance, but the store was branded by subdomain and hosted as a single Drupal site. This enabled a user's login and password for any of the seven brand stores to be the same and to share a common cart – allowing products from any store to be purchased in a single transaction.
Through Acquia’s platform Johnson Outdoors was able to host on a solution with the capability of balancing traffic and providing the caching layers needed to service eight marketing sites and a cross-brand ecommerce store.
Digitas was able to easily spin up a load testing environment to prove that the deployments would support added traffic prior to brand go-lives and leverage multiple development servers to continue parallel brand and feature development and testing
A solution was developed that allowed brand managers to add and edit marketing data that would be brand specific but also tie in and promote product information from any brand’s list of products.
Due to the separation of marketing and commerce data enabled by the multisite design, brand managers can control their independent brand profile through their individual marketing site while the PIM loader process feeds product data into a connected Drupal commerce multisite store.
Cron processes run in the background to keep Drupal Commerce product catalogs up-to-date with the client PIM system, to update inventory levels that control the availability of the add-to-cart button, and provide individual account histories of registered and unregistered product.
Re-launching seven market-leading outdoor gear brands and the corporate brand onto a single shared eCommerce/CMS platform has paved the way for brand integration, cross merchandising and streamlined consumer engagement data. The initiative included integrations with numerous internal and third-party platforms including PIM, social sign-in, payment gateway, tax services, CRM, dealer locators, ship to store, ship from store and four different D2C fulfillment centers.
The new platform shifts Johnson Outdoors from a state of multiple web ecosystems, disparate in capabilities, to a shared and scalable platform designed for immersive brand experiences in a true omnichannel commerce approach. Additionally, the platform is designed to scale globally.
Moving Johnson Outdoors to a single platform has created operational efficiencies. Investments can be made at a platform level enabling digital best practices and execution to be easily be shared across the enterprise.