Sweaty Betty, the women’s active wear fashion retailer, has been recognised for its market leading digital retail experience, receiving the Retail Week Digital Excellence award 2014. The sports-apparel brand beat stiff competition from retailers such as House of Fraser, Karen Millen, Ted Baker and Tesco to win the award.
In twelve months of building interactive campaigns on the Amplience Adaptive Media Platform (AMP), Sweaty Betty increased its online revenues by a third. After rolling out the platform and content lead approach to the USA, Sweaty Betty’s American online revenues grew by 185 per cent. The active-wear retailer is already working on the launch of sites in Australia and Europe.
Sweaty Betty used Amplience AMP to break out of the linear online model (homepage > category page > product page) and sell directly from within ‘engagement’ content such as key looks, hero products and Tamara’s edit (the founder’s own custom ensembles). Customers can purchase without leaving these pages, using hotspots to unearth product information or add items to basket. This approach saw a significant increase in the conversion rate – well above the industry average – and reduced the bounce rate by just under a third.
Key editorial pages using content built with Amplience – including Inspiration, Knowledge and Campaign – have a basket value almost 800 per cent higher than pages on the rest of the site. These editorial pages also convert up to two times better than their non-Amplience counterparts. Across the whole site, Sweaty Betty saw the number of products-per-transaction and average order values rise significantly as customers are inspired to buy complete ‘looks’ as opposed to ad hoc items.
Aalish Yorke-Long, Head of Ecommerce, at Sweaty Betty collected the award and commented: “We set out to create a stunning site that immerses our customers in the kind of inspirational and empowering content we think epitomises the Sweaty Betty brand. We’re really proud of the experience we’ve been able to create, and its fantastic to see our approach recognised for the results it’s delivered, as well as the impression it creates.”
James Brooke, Founder and CEO of Amplience commented “We’re delighted to see Sweaty Betty’s digital excellence being recognized by the industry and are very pleased at the contribution that the Amplience Platform has played in delivering that success.”
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