The Lids Sports Group comprises the Lids, Lids Clubhouse and Lids Locker Room retail headwear stores -- many of which are in North American malls. Having that overhead puts the retail chain's e-commerce businesses -- lids.com and lids.ca, as well as lidslockerroom.com and lidsclubhouse.com -- at a financial disadvantage to its online-only rival Fanatics.com.
Jeff Pearson, senior vice president of e-commerce and marketing at Lids Sports Group, overcomes that disadvantage by marketing with Salesforce. The company's multifaceted strategy includes consumer apps pushing personalized and seasonal sales to smartphones to capture opportunities, as well as other Salesforce cloud tools that help create an end-to-end e-commerce experience by driving sales via the web.
Marketing with Salesforce helps Lids' online sales groups tap into the brand equity consumers recognize from seeing their brick-and-mortar stores in their favorite local shopping haunts.
In this video interview, Pearson talks about how his team takes on the online competition, and how Lids uses multiple Salesforce clouds to build sales and manage customer journeys.