Personalized cross-channel customer experiences

Originally founded in California, Europe was the brand's main market for a long time. Following a comprehensive rebranding, ESPRIT is now reconnecting with its Californian roots and directing its focus toward North America and the Asia-Pacific region as new target markets, emphasizing the use of more sustainable materials, along with modern and stylish designs infused with vibrant colors. This strategic realignment was preceded by the development of new digital touchpoints and the restructuring of the internal IT landscape around the company's proprietary e-commerce platform. The emphasis is on consumers, striving to provide an optimal user experience that mirrors ESPRIT's commitment to quality, design, and new lifestyle.

Our implementation partner denkwerk developed a company-wide, uniform design system for ESPRIT that optimizes individual customer experiences. This includes, for example, dynamic content modules that are versatile and can accommodate different types of content - from compelling texts and images to appealing videos. CoreMedia's content management system (CMS) was integrated into Salesforce Commerce Cloud to enable more efficient maintenance of the various digital channels and content. 

ESPRIT had previously worked with a proprietary platform. This system was no longer up to date and could only be expanded with new functions to an insufficient extent. The maintenance effort was also considerably high. CoreMedia was successfully integrated into the eCommerce solution within just three weeks. The users (editors) were integrated in such a way that they were able to operate CoreMedia independently after this time. Thanks to the new CMS, content is centrally available to all units and processes can be easily standardized.

With the cloud-based CoreMedia CMS, an architecture was implemented with which adaptations can be made quickly and efficiently for a wide variety of channels. Content teams can access all content centrally and independently manage and plan their own content or campaigns for their respective target region. For users of ESPRIT's various digital touchpoints, the CMS delivers personalized and inspiring content at the right time and in the right place in the user journey, helping them to identify with the brand and make better purchasing decisions. The migration to headless delivery also ensures greater flexibility and speed. Content editors have all the necessary tools (including translation workflow) at their disposal and can use almost unlimited data from various repositories for their campaigns. These extensive, editorially configurable settings for cross-channel teaser display are fully accessible via the headless platform. This means that teaser presentations can be checked at any time and can also be viewed by all departments.

With its rebranding, ESPRIT has also created a new omnichannel shopping experience that offers customers a new level of convenience and personalization. CoreMedia’s CMS enables the marketing departments to present products in a contemporary, inspiring way. CoreMedia modules add an extra layer of vibrancy and excitement to eCommerce with impressive images and videos embedded on the product listing page of the online store. Visual elements loosen up grids and ensure that customers have a dynamic and pleasant shopping experience. Marketing is completely autonomous and independent of technical support. The new CMS has reduced the effort required to manage the technology (hosting, website availability, etc.). At the same time, marketing and content editors are able to publish content easily, efficiently and consistently in order to create an omnichannel shopping experience for customers that optimally conveys the spirit of the playful, modern and cool lifestyle clothing brand.