Aliso Viejo, Calif. (July 20, 2020) – Surf brands and retailers are rapidly adopting the latest B2B ecommerce technology amid current challenging market conditions, according to a recent industry case study. The transition stems from last year’s endorsement by the Surf Industry Manufacturers Association (SIMA), through their Business Sustainability Alliance, of digital merchandising technology to help manufacturers move away from printed B2B sales catalogs and other inefficient wholesale purchasing processes. The case study was conducted by PlumRiver Technologies and examined this trend within the context of several factors, including industry leadership from SIMA, retailer adoption of the technology, sustainability, cost savings and sales revenue.
“When considering the need for greater sales process efficiency in response to growing marketplace challenges, we as an industry cannot continue following a business-as-usual path,” said Sean Smith, Executive Director, SIMA. “Taking on this challenge and helping both brands and retailers make this transition to more cost effective and environmentally friendly B2B ecommerce is directly aligned with the values and vision of surf manufacturers, retailers and consumers.”
The case study confirmed major brands that have completed or are in the process of rolling out to their retailers an enhanced B2B digital merchandising platform include: Billabong, Hurley, Jetty, Olukai, O’Neill, Quiksilver, RCVA, Rip Curl, Roxy, Vans, Volcom, Von Zipper, Xcel and others. The digital merchandising revolution underway in the surf industry was found to be extraordinary in that it covers virtually the entire sector, from the largest manufacturers like to smaller niche and specialty brands.
Larger brands were found to be leading the trend and largely responsible for broad retailer adoption of B2B ecommerce technology. These findings speak to the scalability of digital merchandising solutions in their ability to flexibly adapt to the needs of both large and small brands, but yet provide a consistent and more standardized wholesale purchasing experience for retailers.
Other key findings of the case study include:
- More than 11,500 surf retail outlets in 69 countries, representing every region of the world, are utilizing next generation B2B ecommerce technology based on data from the rollout by surf manufacturers utilizing PlumRiver’s Elastic technology platform.
- Combined with data from surf industry market research firm ActionWatch, the case study estimates that surf brands in Australia on the Elastic platform alone made up more than 60% of core surf shop sales volume in 2019 with a 36% and growing sales volume share for brands in the United States during the same time period.
- SIMA member brands collectively will save an estimated $1.95 million annually by eliminating both the printing and shipping 177,000 product catalogs when deploying digital merchandising technology.
- Based on data from the Environmental Paper Network, the study found that eliminating these catalogs annually saves 6,370 trees, energy equal to 9,220 residential refrigerators, water equal to 5,300 clothes washers and CO2 emissions equal to 543 cars.
About SIMA
The Surf Industry Manufacturers Association (SIMA) is the official working trade association of more than 250 surf industry suppliers. Founded in 1989, SIMA is a non-profit organization that serves to promote awareness of the surf industry and participation in the sport of surfing through public relations efforts and a variety of services, educational programs and research. In addition, SIMA actively supports oceanic environmental efforts through its 501(c)(3) charitable environmental foundation, the SIMA Environmental Fund. In the past 24 years, SIMA’s Environmental Fund has raised more than $8 million for environmental groups seeking to protect the world’s oceans, beaches and waves. The SIMA Humanitarian Fund, also a 501(c)(3) charitable foundation, was established in 2006 to award grants to various surf or boardsport related social and humanitarian non-profit organizations whose efforts are focused on improving the quality of life, health and/or welfare of people.
To view the complete case study, please visit: https://www.elasticsuite.com/blog/case_studies/surf-industry-adoption-case-study/
