By Alex Samuely
March 27, 2015
Wilson Sporting Goods is now enabling guests to customize gear via mobile
Wilson Sporting Goods is ramping up in-application
purchases by rolling out two apps for baseball fans, focusing on customizable designs for bats and mitts to snatch competition away from other
sporting goods brands with evolving mobile strategies.
The brand is introducing the apps to coincide with the
beginning of spring training season and to reach a wider audience of consumers
on mobile devices. Sporting enthusiasts can develop their own design from
scratch to stand out on the baseball diamond, and use Color Play templates to
personalize color schemes.
The inspiration came from following our consumer,
said Ali Brewer, marketing director ofWilsons
Chicago, IL. Our players are 11-18 boys and girls that expect the ability to
make things their own.
Custom is king. Bats and gloves are a big part of the
baseball/softball experience, she said.
They are the key tools a player takes into battle. The
ability to personalize and make these their own is huge.
sporting manufacturers are heading to mobile in a bid to undercut competition away
from their cohorts in the sector, and also to provide guests with streamlined
and easy ways of customizing their gear. Wilson will enable customers to
personalize and purchase items directly within their mobile apps, powered by
digital agency Tenthwave, as well as via laptop or tablet devices.
Both of these apps deliver on the consumers desire
for a more personalized shopping experience, said Derek Bonney, managing director
of Tenthwave Digital, Chicago, IL. We are lucky to work with one of the few
brands that, from a manufacturing standpoint, can truly deliver on this
Consumers are in full control of their designs with
unique customization options that go far beyond just choosing colors.
Wilsons Custom Glove Shop, a digital feature, allows
guests to select either the A2K or A2000 series baseball mitt before choosing
the model that best fits their needs. After pressing the customize button and
picking the perfect mitt model, consumers will be given the option to build
their own personalized glove, by using Color Play to get an idea of possible
color combinations, or starting blank.
Users can also hit randomize to have the brand
suggest color options. Eight different styles will be shown.
Wilson’s Custom Glove Shop is mobile-optimized for on-the-go sports enthusiasts
Fans can then customize the leather, trim, lacing and
stitching before answering several questions designed to personalize the glove
to the consumers hands. Questions include Which hand do you throw with?, Choose
your glove condition and Do you want long laces?
Lastly, a country flag, emblem or other message can be
added in any thread color.
Wilson Sporting Goods exclusive deal with Major League
Baseball also lets users select which color they would prefer the MLB logo to
appear in on their item.
The last step of the process is reviewing mitt details
and paying for the purchase.
Sporting Goods commitment to reaching time-strapped consumers on mobile also
displays its willingness to provide accessible products. Whereas the mitt and
bat customization process could be tiresome in-store, users can shop for their
items in a streamlined, user-friendly manner straight from their mobile
devices, regardless of location.
We knew the key to a successful app was mobile
capability, Wilsons Ms. Brewer said. Again, our target is an 11- to
18-year-old that spends most of their time in a classroom, on the field or
commuting to and from games/practices/school.
They have very little time to sit. A mobile-enabled
app will allow them to customize the glove or bat of their dreams in their
preferred format. The phone.
Customers interested in shopping for a personalized
baseball or softball bat on mobile will be able to do so via Wilsons Demarini
brand. Users can select the graphics and colors for the handle, barrel, grip,
and end cap and nob in the same format as they would customize their mitt.
Customers can test out different color variations in the user-friendly layout
The in-app purchasing capability will also help
facilitate the smoothness of the process.
Dicks Sporting Goods is also making a
strong push for mobile and has seen its ecommerce sales grow to nearly 15
percent of total sales in 2014s fourth quarter as a result of the retailers
decision to equip its sales associates with mobile devices for easy ordering in
any aisle. It also enabled geo-fencing capabilities for sending weekly ads and
launching a stronger in-app loyalty platform (see story).
It is no longer uncommon to see players at the field
with a custom glove, whereas 5 years ago this was something that was only seen
with players in the MLB or a few select college sponsored teams, Ms. Brewer
said. With this app, we knew we had to up our game with additional features to
drive excitement, and the mobile component was a big part of that.
The addition of A2Ks (our highest-end model) is
something our players have been asking for. Also, the ability to add Flags and
Icons/Logos as part of the personalization process has been a feature that many
have quickly adopted, she said.
DeMarinicustombats.com is an industry first. No other
bat company has launched something allowing for a fully customized performance
bat experience, so there wasnt even a consumer expectation for what a custom
Alex Samuely is an editorial assistant on Mobile Marketer, New York
Article source: http://feeds.mobilemarketer.com/~r/homepage-news/~3/SfKfbQVKVJg/20082.html