Context and Objectives: Defining the Business Case
Salomon launched its new website using one of the leading tools on the market, which included a suite of features for personalization, automation, and A/B testing. Despite significant time and effort invested by the team, including multiple training sessions, the solution did not fully meet expectations. Consequently, Salomon's team decided to reassess the use of this tool and explore alternative options in the market.
Salomon, part of the Amer Sports Group, aimed to improve its online sales by leveraging personalized recommendations. Despite deploying one of the major tools in the market, which included personalization features, automation, and A/B testing, the results were unsatisfactory. The decision was made to reassess the tool and explore alternatives.
Additionally, Salomon’s digital tool ecosystem is extensive. It is crucial to consider existing software to select the most effective and complementary option. Moreover, defining a typical "business case" is essential for enabling a new market evaluation.
Phase 1: THINK
The initial phase involved framing and gathering requirements. Several interviews were conducted with key stakeholders at Salomon to achieve two main objectives:
- Identify and Align Needs: Determine the business needs and expectations for the new personalization software.
- Assess Existing Tools: Evaluate current deliverables, tools, processes, limitations, and points of friction.
A comprehensive report was generated from each interview, along with an overall synthesis. This enabled the development of a target vision and the formation of a preliminary shortlist of potential vendors.
At the end of this exercise, we are in a position to provide a target vision, which means forming initial convictions to create a preliminary shortlist of potential vendors.
Phase 2: BUILD
In the second phase, a comprehensive overview of market vendors was presented to Salomon. Given the broad range of vendors offering personalization features across various segments (web search, A/B testing, mobile marketing, marketing automation, etc.), an in-depth audit was performed to narrow down a shortlist of about ten potential vendors, with an additional secondary list if needed.
The next step involved organizing demonstrations and evaluating these vendors.
To evaluate these vendors, we collaborated with Salomon to:
- Develop a Functional Analysis Grid: This grid was completed by vendors to provide detailed functional insights.
- Create an Evaluation Matrix: This matrix assessed vendors based on functional criteria, pricing, support capabilities, internal resources at Salomon, and compatibility with existing tools.
- Compile Detailed Vendor Profiles: Profiles included team locations, employee numbers, references, and market positioning.
Results and Quotes
Charlotte Le Divelec – Product Owner
“Illud tamen clausos vehementer angebat quod captis navigiis, quae frumenta vehebant per flumen, Isauri quidem alimentorum copiis adfluebant, ipsi vero solitarum rerum cibos iam consumendo inediae propinquantis aerumnas exitialis horrebant.”
SaaS Advisor: Our Added Value
- At SaaS Advisor, we possess deep knowledge of the various software vendors in this market. As an impartial third party, we have no commercial ties with these companies. Our selection approach is “inclusive by design,” recognizing the diverse expectations and requirements of different departments (Marketing/Communication, IT, Procurement, Finance, Legal) involved at various stages of the process.
- We have managed numerous selection processes and excel at meeting deadlines, managing vendor relationships, and challenging commercial pitches. Our role is not to influence decisions but to provide all factual information necessary for making an informed decision.
- Our role is not to influence the decision but to provide all the factual information necessary for making an informed choice.
To learn more, please visit our client case studies page.
