asics dynamic badges

This data is going to ease us into omnichannel. This may seem like a buzzword, but with Crobox we can actually reuse our data in-stores and email, to recreate the online experience.
rick hoving
Rick Hoving
Senior eCommerce Manager

Summary

To get actionable insights from data and understand how their customers discover their products, ASICS partnered with Crobox. Since 2017, we’ve worked together towards two goals: Creating data-driven customer profiles to facilitate customer-centric product discovery on-site.
12x ROI
+27.07% Click-Through Rate
+18.08% Conversion Rate

About

ASICS stands for anima sana in corpore sano: the brand’s founding philosophy and mission. Translated this means, “healthy soul in a healthy body” and echoes their Japanese roots. They seek to be a champion in the sports fashion market and are a consistent favorite amongst athletes and amateurs alike.

ASICS promotes a human-centric approach to sports science. They reinvent products to fit each sport and movement. With their sustainable growth goals and caregiver mindset, ASICS will rapidly become the consumer’s first choice.
1949 Founded
33 Countries
8,800+ Employees
Most companies focus on running faster, sweating harder, being a beast. ASICS flips that around to help the shopper with every movement they make. We believe it’s about clearing your mind and training your body.
rick hoving
Rick Hoving
Senior eCommerce Manager

The Challenge

eCommerce departments rely on data but are often unable to use it to its full potential. Product discovery often lacks a data-first approach, where actionable, data-driven insights replaces guesswork. For ASICS, this was a problem when the company shifted from pushing products to creating customer-centric experiences. Due to a lack of resources, the eCommerce team struggled to dive into customer data.

Another challenge was promoting product attributes in the right way. ASICS running shoes have the best technology on the market, yet their Japanese ethos means that they don’t shout about it. The challenge was finding a solution that would show these attributes in a subtle yet impactful way.
eCommerce is flat. It’s data-driven, but most of the time we don’t use that data to do cool things.
rick hoving
Rick Hoving
Senior eCommerce Manager

Implementation

ASICS implemented Crobox’s technology to optimize the product discovery selling experience. To drive purchase behavior and personalize the shopper’s journey, we rolled out Dynamic Messaging on the Product Listing and Detail pages.
1.

Product Badge Insights

Product Badges were implemented on the product listing and detail pages to drive purchase behavior while collecting product and customer segment insights.
asics dynamic badges

The Results

ASICS found that the best performing message on average for France, Germany, and Great Britain was “Award Winner” with a CR uplift of 35.62% (FR), 49.99% (DE), and 72.14% (GB). This insight shows that for a large segment of ASICS shoppers, they respond to Authority messages. Meaning that these shoppers are looking for top-of-line products at ASICS.
asics message performance
Further, despite the positive response to “Award Winner”, each country preferred different product attributes in ASICS’ product assortment. For France, “High Comfort” was the second-highest performing message with a CR uplift of 36.18%. For Germany, it was “Waterproof” with 66.62%, and Great Britain “Lightweight” with 61.45%.

With this data, ASICS can tailor their campaigns to each country with optimized copy, product recommendations, or descriptions.

On a product level, ASICS gained insight into the high and underperforming messages for the products within their assortment. For example, their champion shoe (GEL-KAYANO) had a 78.52% CR uplift with the badge “Award Winner”. These insights will facilitate the product discovery journey on the ASICS webshop. ASICS will gain a deeper understanding of the product messages that work for their shoppers, to optimize the selling experience.
asics product attribute performance

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