The historic ski brand needed a platform for the future
Established over a hundred years ago in France, the iconic winter sports brand, Rossignol, was one of the first companies to produce plastic skis. Drawing from a century of expertise and a close relationship with the champions of winter sports, Rossignol has created a range of hi-tech equipment and clothing, from ski goggles to snowboards. Today, the Rossignol Group comprises nearly a dozen sub-brands, catering to both amateurs and experts of alpine skiing, Nordic skiing, snowboarding, cycling, and trail running.
Like many heritage brands, the Rossignol Group needed to reposition their image to stay relevant. They decided to move away from the company’s rustic traditions and escape their association with mountain chalets. They launched a fashionable new range aimed at mainstream consumers, including a collaboration with Tommy Hilfiger; but they wanted to switch from B2B to become a consumer-centric company. However, Rossignol’s now defunct web solution, RBS Change, made progress impossible. “We had one platform for CMS and another for e-commerce,” explains Damien Hars, Head of Digital Marketing and E-commerce for Rossignol. “Two different platforms to manage one website. It was a nightmare.”
Rossignol, a brand that thrives on extreme challenges, asked solution partner Synolia to revolutionize their digital presence. They needed to unify their sub-brands, expand their winning loyalty program, and deliver an unrivaled customer experience, globally. “We had very ambitious plans to launch e-commerce to offer every brand, in every country, in 18 months,” says Hars. To do that, they needed a new solution.