TNF turns to SwarmBuilder 3point5 platform

19 May '10

3 min read

SwarmBuilder, whose solutions create the intersection where brands and sales influencers meet, has helped The North Face, the world's premier supplier of authentic, innovative and technically advanced outdoor apparel, equipment and footwear, create a rich brand experience for both retail sales associates and Pro groups.

Desiring to create a more robust user experience, The North Face turned to SwarmBuilder's 3point5.com platform to quickly and seamlessly create an interactive training program for retail sales influencers, as well as a tailored pro site, both of which are highly customized and tie in the brand's marketing campaigns.

“By advancing its engagement with these powerful groups, The North Face has been able to elevate its training programs, highlight meaningful product stories and ensure that its most technical users – Pros – are using its most technical products,” said Duncan Robins, Swarmbuilder's CEO.

3point5.com creates and delivers customized online product trainings directly to retail sales associates, allowing them to learn at their own pace directly from the brand. 3point5.com's unique incentive approach means that retail associates that have successfully completed brand trainings can purchase product at deep discounts, which ultimately creates strong brand advocates. SwarmBuilder took this initiative to the next level for The North Face, implementing new levels of creativity and flexibility so that retail sales influencers can truly become a part of The North Face community. SwarmBuilder also worked with The North Face to implement these same enhancements to its private Pro site, where The North Face Pros/VIPs can go to access insider information and product discounts.

“We're extremely pleased with the experience SwarmBuilder has created for us. We asked for it to be turned around quickly and to tie in business initiatives that are important to our organization, and that's exactly what we got,” said Scott Lustig, East Coast Sales Director at The North Face. “The content on 3point5.com and our Pro site is rich, targeted and dynamic, which helps us engage retail sales influencers and Pros alike, and keeps them coming back to learn, see and experience more.”

3point5.com is known for robust, engaging training sessions and online employee purchase programs that make sense. In addition to these hallmarks, new features focus on interactivity. For example, both retail sales associates and VIPs/Pros are able to access news, video and information on new marketing campaigns directly from one location, and can even see The North Face-specific news and content via their RSS readers. Also, new feedback loops and polling functionality allows The North Face to collect important information from both Pros and retail sales associates, which improves engagement and encourages loyalty with the brand.

“We were thrilled for the opportunity to create a program that is truly a custom fit for such a unique brand. This re-work of both The North Face's training program and its private Pro site showcases our flexible technology and ability to execute while integrating multiple parts of a complex brand's business,” continued Robins. “The North Face is a cutting edge business and we were inspired by its commitment to bringing marketing leadership directly to the dealer network. Following their lead, more than a dozen of our clients will implement similar rich content sites.”

SwarmBuilder Inc

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