Fanatics, Inc Digital Transformation Initiatives

About the Customer

Fanatics, Inc. is an American online retailer of licensed sportswear, sports equipment, and merchandise, formed in 1995 and headquartered in Jacksonville, Florida.

Scope and Challenges

In order to provide a truly world-class experience to its customer base of passionate sports fans, Fanatics needed to rethink its customer support organization to empower its customer service “athletes” (agents) and “coaches” (supervisors).

After evaluating different solutions, in 2018 Fanatics selected Oracle Service Cloud to modernize its contact centers and launch its new “Athletes Solutions Kiosk” and Oracle Marketing Cloud to get closer to fans.

“One of the things about Fanatics that is core to our business is the Fan Experience and we wanted to make sure that whenever fans contacted us, whether it’s through voice, chat or email, that we would be able to give them a really world-class experience,” said Carolyne Matseshe-Crawford, Vice President, Fan Experience, Fanatics. 

Outcome and Implications

Oracle Service Cloud has enabled Fanatics to break down legacy customer service silos and take advantage of a unified, omni-channel service solution that combines web, social and contact center experiences.

With the new Oracle powered Athletes Solutions Kiosk, Fanatics has been able to reduce the time required to resolve fans’ questions, drive consistent engagement across channels and provide a more personalized and friendly fan experience.

Oracle Marketing Cloud has enabled Fanatics to further personalize the fan experience by tracking and analyzing fan behavior across channels and devices to create tailored, engaging and seamless fan experiences.  


“Sports fans have an emotional bond with their teams and they expect that passion to always be understood and respected. That expectation raises the bar for customer experience professionals, but the Fanatics team easily meets it as they are incredibly passionate about sports, and everything they do focuses on the customer."

“ With Oracle Service Cloud and Oracle Marketing Cloud, Fanatics now has the technology needed to break down the barriers that were getting in its way and deliver the best possible customer service across channels,” said Stephen Fioretti, vice president for CX engagement solutions, Oracle.

8100 Nations Way
Jacksonville, FL , 32256
1 904-412-7876
Industry Employees Revenue
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Enterprise Software and Cloud Applications Purchased by Fanatics, Inc

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Oracle Legacy Applications Oracle Marketing Cloud Marketing Cloud CRM n/a n/a 2018 2018
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IT Decision Makers and Key Stakeholders at Fanatics, Inc

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