Vibram
Artificial Intelligence serving the end consumer
PROJECT INFORMATION —
Vibram Group’s Digital Innovation process
INDUSTRY —
Sportswear equipment
EXPERTISE —
Commerce
Vibram is a world leader in the development and production of high-performance rubber soles for outdoor activities, leisure, work, fashion, orthopaedics and repairs. For over eighty years, the yellow octagon that identifies Vibram worldwide has been synonymous with quality, performance, safety and innovation in the footwear industry.
The brand has embarked on a digital transformation project with the aim of boosting its direct-to-consumer presence and communicating more directly with end users.
Goals and
needs
Vibram has recognised the importance of an authentic digital presence. Its objective was not only to increase direct sales to end consumers, but also to strengthen the brand itself by conveying the values of innovation that define it. The new website aims to offer an updated, fluid and engaging shopping experience as well as being a platform where the brand narrative, its values and technologies are developed.
Approach and
Solutions
Alpenite played a key role in every stage of the project, providing strategic advice, technical support and guidance in the implementation of the new eCommerce platform, based on Salesforce Commerce Cloud technology and the latest Salesforce Storefront Reference Architecture (SFRA) standard.
Alpenite undertook a project scope analysis, mapping the as-is status and needs. This made it possible to clearly identify objectives and establish a shared vision with Vibram. Shared design thinking sessions geared towards action and project decision-making stimulated creativity and generated innovative ideas to improve the digital experience for end clients.
The roadmap adopted in this process saw the co-production of design and content, in collaboration with Vulcano Agency, the Arsenalia Group’s creative agency, and the development of global digital guidelines to convey brand values on all digital touchpoints in the future. Thanks to the implementation of the strategy on a global level, overseen by dedicated teams based in Italy, Europe, China, Japan and the United States, the new website www.vibram.com has become the main digital touchpoint capable of receiving traffic from the leading platforms in the industry, such as Google, Tiktok and Meta.
Through its new website, Vibram displays a strong identity centred on technology and design, through collaborations with brand partners and projects with their athletes.
The integrated approach allowed Vibram to tackle the challenge of global website localisation with content in different languages.
“Looking to the future, we are aiming for a consumer-centred approach where the experience is physical, digital and virtual. Embracing continuous innovation, we will also strengthen data analysis with AI. We will work with Alpenite on a digital ecosystem fit for future challenges”.
Alessandro Pacetti, Global Direct-To-Consumer Director in Vibram
Watch the full video interview here
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