Based in Memphis, Tenn., Varsity is comprised of the leading spirit brands and organizations that provide educational camps, clinics, competitions and uniforms to cheer and dance teams around the world. With the expanding popularity of cheerleading and dance teams worldwide, Varsity needed a technology solution to support their online and field sales efforts, customer loyalty programs and global expansion strategy.
Varsity's first objective was to develop a more robust e-commerce platform to bring together all of its merchandise and service offerings in one easy-to-navigate shopping portal that is fully integrated with its social networking strategy and field sales consultants. Today, Varsity can reach customers through direct sales, online commerce and social networking -- providing the midsize company a powerful, multi-touch strategy to better connect with their target audiences, understand latest trends and respond to market needs.
"We're now in a position to not only complement the efforts of our sales staff in the field, but also provide coverage in areas not served by our representatives. Supporting new markets both domestically and internationally will be significant to our continued revenue growth," said Shannon Ahern, Varsity's Executive Director of e-Commerce. "WebSphere Commerce's marketing engine and social networking strengths will enable us to provide a highly personalized and interactive experience for our customers."
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