Fox Head Increase Motocross Apparel Sales by 50% in Three Years Using Cloud-Based Web Commerce
 
 

Fox Head Increase Motocross Apparel Sales by 50% in Three Years Using Cloud-Based Web Commerce

  • Oracle Customer:  Fox Head, Inc.
    Location:  Irvine, California
    Industry:  Retail
    Employees:  600

In 1974, Geoff Fox, a PhD who taught physics at the University of Santa Clara, launched Moto-X Fox, a tiny distribution business for European motocross parts and accessories. Within two years, Moto-X Fox was manufacturing high-performance suspension and engine components for racers looking for an on-track advantage. In the spring of 1977, Geoff Fox created his own privately-owned professional motocross team, Team Moto-X Fox. During the highly-competitive AMA 125cc National Championship series, Team Moto-X Fox riders wore bright red, yellow, and orange race outfits. Handmade by Fox, the clothing became an instant hit, and over the course of the next few years Fox Head, Inc. was completely reorganized to become a major player in the US motocross apparel industry.

Today, Fox remains a family-owned and operated business, with the second generation working full time at the company. During the last three decades, Fox Racing has become an international leader in the youth lifestyle clothing market with its famous Fox Head logo seen worldwide. Constant research, development, and fine-tuning goes into Fox race apparel and performance gear. Through the guidance and feedback of Fox's championship-winning athletes, the company continues to lead the charge by utilizing the best technology and design talent available to enhance and optimize the quality, comfort, and performance of its products.

 
 

 
 

Challenges

A word from Fox Head, Inc.

  • “With online shopping becoming more and more popular among consumers, we needed a scalable e-commerce system to support an enterprise-level website. Oracle ATG Web Commerce Managed Cloud Service provides us with an efficient platform to meet our current and anticipated online requirements.” – John Hazen, Vice President, Global E-Commerce, Fox Head, Inc.

  • Create a more secure and high-performance environment to support all e-commerce operations and ensure data accuracy and integrity for online motocross apparel sales
  • Implement a solution that easily scales and is highly flexible to accommodate future growth in online orders as data volumes and data transfer requirements continually increase

Solutions

  • Helped Fox Head to manage merchandising for approximately 3,500 new styles per year—ultimately enabling the company to better market to its customers and increase web store sales by 50% in three years
  • Used Oracle ATG Web Commerce Merchandising Managed Cloud Service to execute compelling storytelling around products, athletes, and motocross to inspire customers to spend full price—reducing the number of promotions and increasing the average price per unit by 40% 
  • Transformed the customer experience across all channels by providing customers with faster e-commerce site browsing, easier navigation, and better information flow—improving customer loyalty
  • Eliminated hardware-related service interruptions by deploying Oracle ATG Web Commerce solutions using Oracle Managed Cloud Services—enabling Fox Head to maintain 100% availability on Cyber Monday, the company’s busiest shopping day of the year
  • Helped Fox Head achieve a high level of flexibility and scalability to support sustainable growth in online orders, with data requirements and site availability becoming more critical as profits and customers increase
  • Enabled Fox Head to comply with industry standards, such as those from the PCI Security Standards Council
  • Freed IT professionals from spending significant time monitoring hardware performance issues, enabling them to dedicate more time to the company’s strategic initiatives

Why Oracle

In 2008, after experiencing an unsuccessful third-party, e-commerce platform implementation, Fox Head sought a best-of-breed replacement. Oracle ATG Web Commerce solutions were well-suited for a midmarket company like Fox Head while providing the scalability needed for continued growth. 

Additionally, Fox Head found Oracle Managed Cloud Services appealing because it provides a dedicated team of people to mitigate any issues.

“Oracle Managed Cloud Services provides us with impeccable service and knowledge transfer,” said John Hazen, vice president, Global E-Commerce, Fox Head, Inc.