Got Questions? Ask Us Anything on 10/9 @12pm EST. RSVP now!
Got Questions? Ask Us Anything on 10/9 @12pm EST. RSVP now!
Following the successful migration and launch of 16 direct-to-consumer (D2C) brands on Shopify, Escalade Sports shifted its growth strategy to focus on dealers and wholesale partners. To support this transition, the sporting goods manufacturer implemented Shopify B2B, selecting it for its ease of internal management and enhanced order experience for customers.
By leveraging the Brunswick Billiards theme and integrating backend systems like their AS400 ERP and Salsify PIM, Escalade Sports launched a streamlined B2B website. The new site retains the aesthetic of their D2C websites while tailoring product visibility, pricing, and payment options based on dealer login. With the help of Salsify, the Escalade Sports team can efficiently curate and assign customized product catalogs to specific dealers and wholesalers.
The new B2B experience delivers a personalized storefront, curated product offerings, customized pricing, and pre-negotiated payment terms, all within a seamless, self-service website. Through Shopify B2B, Escalade Sports has laid a solid foundation for future growth by offering a more efficient and scalable solution for its B2B customers.
Escalade Sports is a publicly-traded (NASDAQ: ESCA) manufacturer of consumer sporting goods and recreational products. As a multi-category industry leader for over 80 years, Escalade Sports markets its products under multiple consumer brands distributed through major sporting goods retailers, mass merchandisers, specialty dealers, and online retailers across the United States and internationally.
Escalade Sports wanted to provide an easily managed, optimized order experience for dealers & wholesale partners (B2B commerce). Leveraging a strategic replatform to Shopify, Escalade Sports’ B2B site goals included reducing technical debt and total cost of ownership, increasing efficiency, and heightening wholesaler satisfaction, ultimately leading to additional growth and success within their brand family.
Using the design & framework of their EscaladeSports.com D2C websites, CQL launched a new B2B website on Shopify. The new site, available to wholesalers & dealers via login, prioritized B2B specific integrations and functionality, such as curated catalogs, tiered pricing, and custom payment options/terms. The new site launched on-time and on-budget, providing a user-friendly, self-service portal for B2B customers.
With Product Information Management (PIM) Salsify, the Escalade Sports team can centralize the management and publishing of over 4K SKUs from a singular system across 16 Escalade Stores – including the new B2B website.
Within Salsify, products are assigned to a catalog, where prices can be customized (catalog curation). Catalogs are then assigned to a company, including dealers or wholesalers. Lastly, users are assigned to a company, allowing entrance to the B2B site and visibility into the relevant product catalog at the prices and payment options/terms negotiated. With Salsify, all of the data is managed in 1 PIM system without needing to login to Shopify.
Escalade Sports’ Shopify B2B store features several unique differences from its D2C stores. The primary difference is visibility of products, pricing, and payment terms; triggered upon user login. If users search for a brand or product that they are interested in but don’t have assigned visibility, messaging appears instructing them to reach out to their Escalade Sports representative.
Other B2B features for Escalade Sports include tiered pricing, product SKU lookups via search, wishlists for frequently ordered items, and backend B2B rules such as out-of-stock ordering, and unique payment methods & terms by company (including invoicing).
