A change of tack puts the wind in Slam's sales
Slam was founded in 1979 when a group of young, passionate yachtsmen decided to produce technical sailing gear, that was able to stand up to the harsh weather.
Slam is designed by sailors, for sailors. They live and breathe sailing and are passionate about making high quality clothing for all the people who spend time at sea, from high-performance international competitors and superyacht crew to casual boating enthusiasts. Slam have one hundred employees, revenues of approximately €20M with 9 stores in Italy and some 110 around the world.
Slam’s main goal is to build a future-proof and solid distribution plan that blends their traditional stores with a flagship digital store.
They understand the huge potential of digital commerce but when they launched slam.com in 2014 with an on-premise platform with Magento, they hardly saw any uplift in sales, orders sometimes took up to three weeks to process which lead to serious issues with stock levels.
Slam made the decision to find a new platform and that’s when they discovered Kooomo. Kooomo had come recommended to them, as they had admired the online performance from other well-known Italian fashion brands that were also using the Kooomo SaaS platform.
By utilising the feature-rich out-of-the-box cloud commerce functionality that Kooomo provides, their online store was re-launched last November 2016 and was up-and-running and making sales within 12 weeks. They saw a huge uplift in performance on slam.com within days of going live. They now enjoy revenues of over 6 figures and sales are growing almost 140% month-on-month.
Since re-platforming to Kooomo late last year, Slam have seen their online sales soar, having reached more than ¼ million visitors and shipping thousands of orders to some 40 countries, from Australia to Africa, in the first 6 months. Kooomo handles all of Slam’s customer service, billing and invoicing so orders are processed and dispatched within 1 day. The Slam team can instantly check orders, stock management and marketing KPIs and always have control of their data.
With over 200 integrated partners available, Slam is able to expand their business well beyond the platform itself. For example, by utilising the Mailchimp integration, Slam were able to deliver personalised newsletters to their customers instantly.
Slam have availed of Kooomo Services, which provides them with a true marketing partner. Kooomo helps Slam target specific markets through search engine optimisation (SEO), display and social media which saw a terrific response to their December promotion campaign. They did more than 30% of their sales in this first promo period. Through the Kooomo SEO functionality and expertise, Slam discovered a big following in the United States and have now targeted it as a strategic growth market.This is now ranked as their third biggest market!
Kooomo has empowered Slam to enter new markets because it is a seamless process to add more languages and currencies. The website was initially in English and Italian, but they expanded their market opportunity by launching in French, Spanish and German. Slam is now available in 5 different languages and has access to more than 500 million shoppers around the world.
Slam’s eCommerce Manager, Corinne Noca, loves the fact that the Kooomo dashboard gives her access to the analytics she needs in real-time. She can see exactly what Slam’s customers love, which countries they are buying in, and which collections they like with a one minute glance.
“Kooomo empowers me with real-time information which makes the day-to-day management so much easier and enables me to manage our online store so much more effectively. I cannot but say, that I am truly enjoying seeing our customers engage with our brand more and more, with the average basket size increasing by 40% since our launch with Kooomo last November.” – Corinne Noca.
Paulo Troffa, Slam’s CEO, sees huge growth potential in digital commerce and aims to have close to 20% of the business online in less than three years. Knowing that the global retail commerce potential online will grow to more than $2.7trillion by 2018, he realized within an instant that digital would be the channel to deliver maximum ROI within a short time frame.
“We will have already seen a 3x return on our investment in the first 14 months, we are simply delighted that we made the switch to Kooomo. We would be delighted to recommend them as a serious and solid digital commerce partner to future proof your brand into the next decade.”