Home / Knowledge / News / Information Technology / IBM helps Varsity expand into new markets
IBM helps Varsity expand into new markets
12
Oct '10
IBM announced that Varsity, the leader in cheerleading and dance team apparel, is doubling its daily sales and expanding into global markets with a new multi-channel online retail store powered by IBM software.

Based in Memphis, Tenn., Varsity is comprised of the leading spirit brands and organizations that provide educational camps, clinics, competitions and uniforms to cheer and dance teams around the world. With the expanding popularity of cheerleading and dance teams worldwide, Varsity needed a technology solution to support their online and field sales efforts, customer loyalty programs and global expansion strategy.

Varsity's first objective was to develop a more robust e-commerce platform to bring together all of its merchandise and service offerings in one easy-to-navigate shopping portal that is fully integrated with its social networking strategy and field sales consultants. Today, Varsity can reach customers through direct sales, online commerce and social networking -- providing the midsize company a powerful, multi-touch strategy to better connect with their target audiences, understand latest trends and respond to market needs.

"We're now in a position to not only complement the efforts of our sales staff in the field, but also provide coverage in areas not served by our representatives. Supporting new markets both domestically and internationally will be significant to our continued revenue growth," said Shannon Ahern, Varsity's Executive Director of e-Commerce. "WebSphere Commerce's marketing engine and social networking strengths will enable us to provide a highly personalized and interactive experience for our customers."

Powered by WebSphere Commerce, Varsity's website includes a rich catalog of cheer and dance products that are tailored to make the discovery and purchase process easy, plus dynamic search tools so customers can quickly locate what they need. Varsity's new e-commerce platform will allow the growing company to make extensive use of social media marketing to reach out to cheer teams in new markets worldwide as well as deploy a variety of branded sites. IBM Business Partner Trifecta Technologies was selected as Varsity's implementation partner for its expertise and "Store-in-a-Box" solution, which allows companies to efficiently deploy a market leading e-commerce solution.

Now underway is Varsity's first marketing campaign to drive traffic to the site from Twitter and Facebook. Until recently, these campaigns have focused solely on creating a community by driving conversation on topics related to cheer and dance. Having amassed more than 200,000 members on Twitter and Facebook, Varsity can now engage these audiences with branded content such as exclusive web sales on cheer and dance accessories.

"IBM and our Business Partners continue to help transform midsize companies into nimble, global businesses with powerful solutions that help them work smarter and more efficiently," said Andy Monshaw, general manager, IBM Midmarket. "By extending Varsity's sales efforts to blogs, mobile phones, Twitter and Facebook, Varsity is at the forefront of innovating on the core aspects of their business, and finding new ways to enhance its relationship with customer to provide the dynamic, highly customizable shopping experience they're seeking."


Must ReadView All

Respresentatives of over 30 Chinese companies in a meeting with officials of Kazakh Invest National Company; Courtesy: primeminister.kz

Textiles | On 17th Aug 2018

Kazakh-China cooperation in textiles explored in Astana

China and Kazakhstan have immense potential to cooperate in textiles...

Courtesy: Pexels

Textiles | On 17th Aug 2018

AWEX EMI closes at highest ever level of 2116ac clean/kg

The Australian Wool Exchange (AWEX) Eastern Market Indicator (EMI)...

Courtesy: VF Corporation

Apparel/Garments | On 17th Aug 2018

VF Corporation shifting global headquarters to Denver

VF Corporation, one of the largest apparel, footwear and accessories...

Interviews View All

Rahuul Jashnani
Jashn

‘Online economy has changed the whole dynamics of buying habits.’

Viral Desai
Zenitex Mill Pvt Ltd

Full of green energy

Dinaz Madhukar
DLF Emporio and DLF Promenade

‘Each event and promotion is planned out keeping in mind the business of...

Kalai Selvi

Vidyashilp Academy in Bengaluru is the country's first Fairtrade School....

Manoj Sorathiya

Surat-based Sunrise Imports & Exports Co is a manufacturer and...

Sandip Bhojani, Manthan Patel

Krypthm Tradelink LLP is a Surat-based manufacturer of westernwear....

Dave Rousse
INDA

INDA, the Association of the Nonwoven Fabrics Industry, serves hundreds of ...

Mary-Cathryn Kolb
Brrr°

Atlanta-based private start-up Brrr° was founded in 2014 to develop...

Georg Reinhold
Trützschler Nonwovens & Man-Made Fibers

Trützschler Nonwovens & Man-Made Fibers, a part of the Trützschler Group,...

Tony Ward
Tony Ward

"You have to truly understand what your client wants, know her needs, what ...

Nisha Chanda
Whistling Woods International School of Fashion

<div>A lack of upgraded courses in costume designing and fashion as per...

Karan Arora
Karan Arora

Bridal couture created with rich Indian heritage, exquisite craftsmanship...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

Leave your Comments


August 2018

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category


Related Categories:

Advanced Search