Partnering for Innovation with YR Visual Product Configurator

Franklin Sports, a leading producer of sporting goods, has significantly enhanced its ecommerce capabilities through innovative product customization, including the use of the YR Visual Product Configurator. This collaboration with YR has enabled Franklin Sports to attract and retain loyal customers by offering a personalized and engaging shopping experience.

www.franklinsports.com

www.franklinsports.com/custom

Initially, YR began collaborating with Franklin Sports to build on the company’s legacy and introduce new product customization capabilities. This partnership aimed to attract and retain loyal customers through Franklin Sports’ ecommerce website. Furthermore, the collaboration highlighted a strategic move to enhance customer experience and engagement through technologies like the YR Visual Product Configurator and 3D Visualization.

Goals: Leveraging Ecommerce Innovation with YR Visual Product Configurator to Stay on Top

As ecommerce grew over the last decade, Franklin Sports aimed to stay at the forefront of innovation. Therefore, the company invested in mass customization early on and quickly adopted emerging 3D visualization technology to stand out from competitors.

By focusing on product customization and customer convenience, Franklin Sports expanded its brand and reached more consumers. Recognizing the benefits of product customization shown by major sports brands, Franklin Sports knew it needed a similar approach to stay competitive. Key strategic goals included:

• Offering consumers a smart, convenient, and engaging product customization experience using YR Studio and Online Configuration Tools, including the YR Visual Product Configurator.
• Allowing customers to see their customizations in real-time with 3D product visualization and High-Resolution 3D Models.
• Developing new customizations with 3D product visuals using the latest WebGL technology.

Solution: Adopting a More Engaging 3D Experience with YR Visual Product Configurator

YR and Franklin Sports started offering product customization services on their ecommerce site in 2014 with 2D product visualization. By 2018, YR provided UX design and page layout services, further expanding customization capabilities for MLB gloves, including customized logos. By 2020, YR had collaborated on seven projects with Franklin Sports, enabling customization in 18 different areas of their gloves using the YR Visual Product Configurator. As a result, these efforts led to a 45% increase in customer loyalty.

In August 2020, Franklin Sports enhanced their custom batting gloves with 3D product visualization, thus continuing to offer an innovative and engaging ecommerce and product customization experience through the YR Visual Product Configurator.

Benefits of Personalization for Sports Products

• Enhanced Performance: Customized sports products allow athletes to tailor equipment to their specific needs, thereby improving performance. Adjusting the fit, weight, or grip can provide a competitive edge.
• Increased Comfort and Fit: Personalized equipment ensures a better fit, leading to greater comfort during use. For example, custom-fitted gloves or shoes can reduce injury risk and enhance overall performance.
• Brand Loyalty and Customer Satisfaction: Offering personalized products helps build stronger connections with customers. When athletes create gear that reflects their preferences and style, it fosters brand loyalty and increases satisfaction.
• Unique Identity and Style: Personalization allows athletes to express their unique identity and style. Customized colors, logos, and designs enable individuals to stand out and feel a stronger sense of ownership over their gear.
• Motivation and Confidence: Using equipment tailored to one’s preferences can boost an athlete’s confidence and motivation. Knowing their gear is specifically designed for them can enhance mental focus and performance.
• Improved Training and Recovery: Customization extends beyond performance on the field. Athletes can design equipment that aids in training and recovery, such as custom orthotics or ergonomically designed gear that supports better biomechanics.
• Higher Perceived Value: Personalized products often carry a higher perceived value, making customers more willing to invest in them. Consequently, this can translate into higher sales and increased profitability for brands.

Results: A Home Run in Pageviews and Add-to-Cart Rate with YR Visual Product Configurator

After the latest update to the Franklin Sports website and product customization features using our configurator and 3D product visualizations, they achieved remarkable results:

• An 83% increase in average page views using the YR WebGL 3D product rendering services.
• An average add-to-cart rate of 12.58%, which is up to 70% higher than the industry average.

Customers can now choose customized options for three types of batting gloves in 3D on the Franklin Sports website, including:

• Powerstrap
• The CFX Pro
• Pro Classic

Franklin Sports recognizes that product customization is a non-negotiable demand from online retail customers, especially in the sporting goods sector. By partnering with YR and utilizing the YR Visual Product Configurator, Franklin Sports receives fast, professional service with a personal touch, mirroring the experience they offer their customers.

Deep Dive into the Customization Process with YR Visual Product Configurator

Early Implementation and Expansion

Initially, YR and Franklin Sports focused on integrating 2D product visualization for select items, allowing customers to personalize their sporting goods with various design elements. This initial step paved the way for more complex customization options and set the stage for future technological advancements using the YR Visual Product Configurator.

As the partnership progressed, YR provided comprehensive UX design and page layout services, ensuring that the customization process was intuitive and user-friendly. Moreover, the expansion into MLB gloves customization, including the addition of customized logos, significantly boosted customer engagement and loyalty.

Advanced 3D Visualization with YR Visual Product Configurator

The introduction of 3D product visualization marked a significant milestone in the partnership. By 2020, Franklin Sports offered 3D visualization for custom batting gloves, utilizing the latest WebGL technology and the YR Visual Product Configurator. This advancement allowed customers to see their personalized designs in real-time, thus enhancing their shopping experience and increasing their satisfaction with the final product.

Impact on Customer Loyalty and Engagement

The enhancements in product customization directly impacted customer loyalty and engagement. The ability to personalize multiple aspects of their sporting goods using the YR Visual Product Configurator fostered a deeper connection between customers and the Franklin Sports brand. Consequently, the impressive 45% increase in customer loyalty is a testament to the success of these initiatives.

Future Directions

Looking ahead, Franklin Sports continues to innovate and explore new ways to enhance their product customization offerings. The company remains committed to leveraging the latest technologies to provide an exceptional customer experience. Therefore, future plans include expanding the range of customizable products and integrating even more advanced visualization tools like the YR Visual Product Configurator to maintain their competitive edge in the sporting goods market.

In conclusion, Franklin Sports’ strategic partnership with YR has significantly transformed its ecommerce capabilities, setting a new standard for product customization in the sporting goods industry. The company’s dedication to innovation and customer satisfaction, bolstered by the YR Visual Product Configurator, continues to drive its success and position as a leader in the market.

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