Swedish sports safety specialist POC launches DTC online flagship store in partnership with Centra

POC, a Swedish manufacturer of helmets, protection, eyewear and apparel for cycling and skiing, has launched a flagship direct-to-consumer (DTC) online store, localised to sell in various global markets, in partnership with Centra.

POC products are available through a network of wholesale partners worldwide, ranging from general and specialist sports, cycling and winter sport retailers to international retailers. 

Wanting to offer an information rich, immersive and seamless customer experience across all its touchpoints, it realised a process of digital transformation was necessary to create a DTC channel.

To support this transition, POC selected Centra, because of its rapid multi-market scalability as well as its ability to serve POC’s global market from one site and on one centralised system. 

Partnering with digital product agency, Umain, to develop the site frontend, the new flagship site, which serves 35 countries in four languages and supports 13 currencies, launched in June. 

Centra’s out of the box product information management (PIM) enables POC to manage its diverse technical product data into localised, up-to-date product information. 

This allows the brand to merchandise products for opposite seasons across the northern and southern hemispheres, while also removing many manual processes associated with product data and digital asset management. 

Centra’s composable configuration will, according to a press release, “allow POC to continue to scale at pace and to effortlessly connect new technologies and site features as the business evolves while its simple pricing structure, based on order numbers rather than a percentage of the checkout total, inclusive of all platform updates, support and maintenance, will help lower the total cost of ownership”.

Cornelia Lenz, Chief Digital Officer, POC, says: “We are renowned for our safety mission and innovative products, and as we keep growing, we want to provide our customers with the same premium quality experience online as they expect from our products.”

“In particular we wanted to ensure our fans will experience a smooth customer journey, whilst also giving our products the opportunity to shine and communicate all their technology and innovation. Our goal is to keep improving and growing, scaling our premium D2C channel and ensuring it’s fast, seamless and futureproof.”

Martin Jensen, CEO at Centra, comments: “POC is an iconic brand bringing both design and innovation to play within its performance-led protection equipment.”

“By using Centra, it now has a scalable and future-proof solution that can support its expansion plans, deliver greater business efficiency and deliver a unique, brand rich customer experience.”