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Escalade Sports

B2B Commerce and Self-Service for Dealers and Direct


Escalade Sports, a multi-brand sporting goods manufacturer with 30+ brands of everything from dart boards to basketball hoops to billiards tables, sells their products through dealers as well as directly to restaurants, schools and recreation businesses across the US. The previous state of customer experience at Escalade and Cue & Case had its challenges:

  • Escalade’s 10,000+ B2B customers had never had access to self-servicing on their accounts – either for ordering or accessing invoice/order history
  • No central source of account-specific pricing/pricebooks for sales reps
  • Customers had to work through sales reps and service call center teams to place orders and manage their accounts
  • Sales reps weren’t able to efficiently serve the long-tail segment; the business was in need of a lower cost-to-serve option
  • Cue & Case site experience was dated and in need of a redesign



  • Design & Development of 2 Salesforce B2B commerce storefronts : for Escalade Sports and Cue & Case brands
  • Rapid deployment of both sites leveraging Shift7 Rocket Accelerator, lowering time to value for Escalade
  • Ensure anonymous browsing experience possible on Cue & Case, allowing the brand to prioritize customer acquisition growth strategies
  • Ability to self-service, accessing order status & history, invoice history, and pay invoices
  • Integrations with ERP, Salsify,
  • Ongoing post-launch partnership with ‘Rocket Fuel’ Run & Operate model




  • Increase Revenue
  • Reduce Cost To Serve (Service Agent & Sales Productivity)
  • Business insights unlocked, allowing teams to analyze customer pricing/buying patterns in new ways


Brands with B2B Storefronts


Customers now have access to self-service