The Challenge
- Event Business Limitations: Straight Down’s mobile embroidery shopping experience was limited to one location at a time.
- COVID-19 Impact: With golf shops closing, Straight Down needed a digital solution to maintain customer engagement.
- ERP Integration: Transitioning to NetSuite ERP while implementing a new digital wholesale platform.
Straight Down came to us with three main goals: to expand event business capabilities through microsites; to automate and streamline operations; and to expand customer experience with personalized digital solutions.
Before joining RepSpark Straight Down employed a different order entry software that was basic order entry only.
Straight Down's transition to RepSpark was smooth and timely, thanks to our accommodations for customization requests and integration with their ERP, NetSuite. The collaboration allowed Straight Down to maintain and even enhance their event business during the pandemic.
The Solution
Prior to using RepSpark, Straight Down had two mobile trailers that it would transport around the country to different clubs as part of its event experience. This approach was not only a logistical challenge, but it also had an important limitation: they could only service two events at a time.
Microsites were the solution they were looking for. The feature provided an e-commerce version of what they were doing that they could integrate into their events to service as many events as they wanted, simultaneously. Customers still receive a branded experience where they can embroider their products but it's now through an e-commerce website.
Important to note is that Straight Down is now able to compete on equal footing with many of its competitors. The market that Straight Down competes in is extremely competitive and many of the big players are using Microsites for their events, having the tool in their arsenal allows the company to better compete with its competitors.
Since joining Straight Down has serviced more than 70 events with our Microsites, which have yielded an average event revenue of over $11,000.
“Microsites have been a great feature for servicing clubs in the event space,” said Ogden. “They came at a crucial time during COVID, accelerating our growth and our ability to maintain business.”
The Results
- Increased Event Reach: Straight Down gained the ability to manage multiple events simultaneously, which significantly expanded their business opportunities.
- Enhanced Customer Experience: Straight Down came to us with several customization requests for their microsites and we accommodated them, which resulted in microsites with improved customer satisfaction and sales.
- Operational Efficiency: Straight Down streamlined processes thanks to our ERP integration with NetSuite, which has drastically reduced time on previous manual efforts and reduced errors.
Straight Down’s decision to join RepSpark was primarily driven by its need for our Microsites.
By integrating Microsites into its wholesale business strategy, Straight Down successfully navigated the pandemic-related challenges that devastated much of the golf apparel industry.
Microsites have also enhanced the company’s operational efficiency and provided a personalized shopping experience for its customer at a time when the importance of the customer experience is at an all-time-high for brands.
The decision to join RepSpark not only preserved Straight Down’s wholesale business, but it also positioned them for future growth in the competitive golf apparel market.
“COVID crushed a lot of things, but it was a boon to golf,” said Robert Ogden, Sales Manager at Straight Down. “Microsites allowed us to keep serving customers even when golf shops were closed.”
