Lyons Consulting Group builds digital experience for FootJoy

16 January 2019 Consultancy.uk

The website of global golf-wear brand FootJoy has received a retooling from Capgemini-owned Lyons Consulting Group. The firm’s implementation and support teams were tapped in order to optimise the FJ1857.com site, which showcases a new luxury range for golf lovers.

Launched in 1857, global sports and leisure retailer FootJoy provides a wide array of golf shoes, apparel, gloves and gear to men, women and children all over the world. As with a growing number of retailers recently, pressures from growing competition and the rise of e-commerce have led to the company looking to improve its digital offering, as it looks to drive growth going forward.

To this end, as the firm looked to launch a new collection of goods under the banner of FJ1857, FootJoy knew its respective website needed to be an exceptional brand experience and a reflection of the premium line of products on display. In order to deliver such an experience, FootJoy turned to Lyons Consulting Group, which has been a trusted partner of the retailer for more than three years, to bring to life the sophisticated features and experience FootJoy designed for the site.

Lyons Consulting Group builds digital experience for FootJoy

Global consultancy Capgemini acquired the Lyons Consulting Group for an undisclosed fee in the autumn of 2017. Hot on the heels of the firm’s recent purchase of Itelios, a prominent European Salesforce Commerce Cloud solutions provider, the addition expanded Capgemini's ability to meet the digital customer experience needs of its international client-base. Since then, Lyons has been engaged in a host of digital transformation exercises for retail brands of all shapes and sizes.

The latest task handed to Lyons saw it asked to ensure the FJ1857 collection was presented as an immersive digital experience from the moment a visitor reaches its site. With the work now complete, the homepage greets customers with an engaging video overlay and an assortment of premium products. This approach showcases FootJoy's craftsmanship in a new light, and the storytelling nature of the site encourages shoppers to spend more time engaging with the brand and learning about the extensive, 150-step shoemaking process.

Kristina Hennessey, Head of Direct to Consumer Business Operations at FootJoy, said, "FootJoy wanted to release an elevated site experience that represents the premium brand. Together with our FootJoy creative team and Lyons, we were able to achieve that.”

Dave Barr, Co-Founder and Executive Vice President at Lyons, added, “Lyons is proud to have worked with [FootJoy] on a variety of instrumental projects over several years. With the recently launched FJ1857 site, luxury crafted shoes and apparel are showcased using video overlay and photography. This design elevates the customer's online shopping experience to a whole new level."

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