BATA launches first phase of global digital transformation

Bata, a leading shoemaker, has launched a new flagship ecommerce website in Italy, the first launch in a strategic multi-market ecommerce transformation project, implemented by Astound Commerce, a leading digital commerce agency and systems integrator.

Founded in 1894, Bata designs stylish and comfortable footwear at affordable prices. Bata is a family-owned business serving more than one million consumers a day across more than 5,500 stores worldwide and producing locally in their 23 Bata-owned manufacturing facilities across five continents.

To drive digital growth and deliver improved omnichannel capabilities to its customers, Bata sought to build a global framework which could create value for new and traditional sales channels through digital solutions designed to improve customer engagement and access to Bata products in-store and online.

Astound Commerce designed and delivered the new ecommerce solution, integrating with Salesforce Commerce Cloud. The solution also includes cloud-based order management solution, Radial, and integration platform, MuleSoft. The solution provides advanced onsite search and filtered results, showing visibility of stock in real-time across all retail and warehouse locations. The new ecommerce solution also provides customers with access to click and collect and home delivery options and allows for returns to be picked up from home or returned in-store.

The omnichannel experience now boasts two new customer tools: Bata apps for staff and customers, which have enabled the retailer to implement endless aisle technology and provides customers and sales advisors with greater online visibility to deal with enquiries.

The solution’s capability extends beyond commerce to include marketing and customer service focused applications, such as shipping notifications, delivery and ready-to-collect emails as part of its click-and-collect offering. The result is an advanced trading platform with the scalability and flexibility to future proof Bata’s digital channels on a global scale.

The first site,, went live in late February with the solution due to be rolled out across Europe, Latin America and Asia Pacific in the coming months. Just a few weeks after going live, Bata has seen increased traffic and conversion rates on the flagship Italian site.

“The world of retail is undergoing a massive transformation,” said Kathryn Murphy, SVP, Product Management, Salesforce Commerce Cloud. “Today, it is imperative that brands meet their customers wherever they are – in-store, online and on the channel of their choosing. Working with Astound Commerce, we’re excited to see customers like Bata leveraging the Commerce Cloud platform to deliver a customer-centric commerce experience.”

Massimiliano Gerli, Group IT Director at Bata, said: “After scouting the market for the best ecommerce solution we had chosen Salesforce Commerce Cloud for this initiative moving us from the existing legacy technology to an enhanced solution. We wanted a digital agency who had proven expertise implementing Salesforce so, when it came to selecting an implementation partner, Astound Commerce was a natural fit.”

Massimiliano Gerli continued: “Not only is Astound Commerce a Salesforce Platinum Partner, it also has extensive experience implementing Salesforce Commerce Cloud for a number of high-profile retailers globally. Working with the Astound team has been a smooth process, and we are pleased to move onto the second phase of this project in partnership with them.”

Astound Commerce UK MD, Terry Hunter, commented: “This is an exciting and challenging project for our team. The Bata digital transformation is very complex from an integration point of view and our team lead the full technical implementation of Bata’s new solution building the platform from the ground up and harnessing the latest Salesforce Commerce Cloud features. The new platform is streamlined and easy to build on, which means that by futureproofing its platform today, Bata has created a great foundation to grow and scale its business in the years to come.”

Salesforce, Commerce Cloud and others are among the trademarks of, inc.

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