A New Digital Foundation For Unisport’s Growing Nordic Business

About Unisport

Unisport Sweden AB is a market leader in sports facilities, activity areas and sports equipment in the Nordic region. The company offers end-to-end solutions for both indoor and outdoor sports and operates in several markets.

Through several acquisitions, Unisport has grown into a Nordic group with a broad offering and a large product range. As the company has grown, the need for a more cohesive and efficient digital platform has become increasingly important.

The Challenge:
Unisport’s Growth Outpaced Its Digital Foundation

Unisport’s previous digital solution consisted of CMS, PIM and eCommerce systems that were integrated with each other but still functioned as separate applications. This created limitations for both the organization and users.

Among other things, there was a need to simplify work with product information, create a better structure for the product range and make it easier for customers to find the right products and information.

Unisport also wanted to create a more modern and user-friendly website where content and products are naturally connected, and where the platform can be used much more actively by the organization.

The goal therefore became to create a shared digital platform for CMS, PIM and eCommerce, integrated with the company’s Microsoft Business Central business system. 

The Solution:
A Shared Platform With Truvio Commerce 

After the preliminary study and evaluation, Unisport and, Truvio partner, Capo chose Truvio Commerce (powered by DynamicWeb) as the new platform.

Truvio brings CMS, PIM, eCommerce and digital marketing together in the same solution. For Unisport, this means that product information and content can be managed in a shared environment and used directly in the digital customer experience.

By bringing these functions together in one platform, the number of integrations between different systems is also reduced, simplifying operations, management and further development.

The solution is largely based on Truvio’s standard functionality and Swift, giving Unisport the ability to work flexibly with pages, content and campaigns.

PIM – a shared foundation for product information

A central part of the project is Truvio PIM.

Unisport has an extensive product range in which different types of products require different information, attributes, images, documents and relationships. The PIM solution creates a shared structure for product information and makes it possible to work much more systematically with enrichment and quality.

PIM therefore becomes the central source for the information that is subsequently used on the website and in other digital channels.

Easier to find the right product

An important part of the customer experience is being able to quickly find the right product in Unisport’s large range.

That is why significant emphasis has been placed on structure, navigation, search and filtering. The product information in PIM is used to create relevant categories and filters that help visitors find the right product step by step.

At the same time, product pages can contain much more structured information, images, documents and related products.

The goal is to create a customer journey where users can quickly move from a need or activity to the right product or solution.

CMS and content together with commerce

Unisport wanted not only to create a better product catalogue and eCommerce solution, but also a platform where inspiration and content can be combined with products.

With Truvio CMS and Swift, Unisport’s editors can build and change pages themselves using reusable content blocks.

This makes it possible to combine sports, inspirational material, references, campaigns and product information, for example, in a much more flexible way than before.

The same platform can therefore be used both for traditional corporate communication and for digital sales.

Design and user experience

Capo has worked with Unisport on design and UX to create a modern interface that works equally well on desktop, tablet and mobile.

The starting point has been to use Truvio Swift and the platform’s standard components as much as possible, while also adapting the experience to Unisport’s brand, products and customer journeys.

By using standard functionality wherever possible, the solution also becomes easier to further develop and upgrade over time.

The Integration:
Integration With Microsoft Business Central 

An important part of the solution is the integration with Unisport’s Microsoft Business Central.

The business system and the digital platform have different roles but need to work together as a whole. Product and business data can be exchanged automatically between the systems, and orders from eCommerce can be passed on to Business Central.

This reduces manual work and ensures that information in the digital channels can be kept up to date.

The Result:
A Platform To Continue Developing

The new solution is not intended as a completed website project, but as a shared digital foundation that Unisport can continue to develop.

When CMS, PIM, eCommerce and the business system work together, opportunities are created to gradually improve the customer experience, automate more internal processes and develop digital sales.

At the same time, the platform is built to support Unisport’s continued development across several markets.

This project is a great example of how PIM, eCommerce, CMS and business systems together can create both better customer experience and more efficient internal processes.