Life is good is in the midst of a substantial brand trajectory that is expected to accelerate over the next three to four years.
Now celebrating its 20th anniversary as a company, Life is good has spent the past year building substantial partnerships with notable brands and retailers such as Dick’s Sporting Goods, Gander Mountain, Hallmark, the J. M. Smucker Company and Zappos. As a result, Life is good has expanded its product offerings to include greeting cards, apparel, accessories and coffee, and has “spread the power of optimism” to more consumers.
“We’ve worked really hard over the past year to develop other retail partnerships at a larger scale, bringing Life is good to hundreds more stores over the next year,” said Steven David, Director of Brand Marketing and PR for Life is good, in an interview with Retail TouchPoints. The brand already has established a significant partnership with Dick’s in which Life is good products will be featured in 475 locations nationwide.
To efficiently handle all growth initiatives in the pipeline, Life is good refers to attune Consulting, its technology partner and consultant for more than six years.
“There are some things we need to expand on from a technological perspective and we definitely utilize attune for those initiatives,” said Kevin Scheeler, Director of Technology for Life is good.
The partnership with attune initially began in November 2007, when Life is good wanted to implement the SAP Apparel and Footwear (AFS) 6.0 solution. With help from attune, which has a strategic focus on the apparel and lifestyle industries, the implementation took 24 weeks from planning to go-live date.
“SAP introduced us to attune because they wanted the best company out there to do the implementation,” Scheeler explained. “Attune blueprinted what we wanted to do to improve our processes using SAP, laid out how they could help us and complete the process in a short period and at a good cost.”
Since the implementation of AFS was completed in May 2008, attune has become a go-to partner for Life is good as the company continues to grow and evolve.
“Attune has been a great partner,” Scheeler said. “They’re not just consultants. If we need something or if we have a problem, it doesn’t matter where they are; they are here the next day to help out with any issues.”
New Growth Opportunities
Life is good has since worked with attune on multiple projects. In 2010, the brand and retailer integrated its global division from another ERP system into SAP, “which required us to set up third-party warehouses and a multicurrency system because we were selling a lot in Europe,” Scheeler said. “We leveraged attune’s knowledge to get that implementation done on time and on budget.”
In the last year, Life is good relied on attune to help upgrade to SAP AFS 6.5 and provide support for follow-on projects, including automation of the brand’s electronic data exchange outbound processes. Shipment information is delivered to more than 30 trading partners faster and more accurately, which will be key as Life is good develops more brand and retailer partnerships.
Attune has helped automate the company’s warehouse inventory system, leading to improved visibility, traceability and accuracy of customer orders across the company and its supply chain. Life is good also has tapped the consultancy to improve its data warehouse to create one view of the customer.
“On the back end we’re always looking to improve our use of data,” Scheeler said. “We recently expanded our data warehouse for the second time to capture information from multiple places so we can have that view from the e-Commerce, retail and wholesale sides. All that information across all channels is available so we can leverage the information and gear it towards future growth.”
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