Amplience, the platform for Retail Engagement, announced that it has been working with swim category leader Speedo to help launch swimming into the 21st century, reimagining its content (delivery across platform) and creating a unified process to enhance the customer journey.
Customer shopping habits have changed – their journey and experiences have become as important as the destination and purchase. By taking a unified approach through merging commerce and brand content into the same site, the Speedo brand can serve as coach and kit-bag – helping customers get the most out of their swim with advice, tips and tools, and of course, the apparel and equipment to match.
“Innovation in the sportswear market is something customers continue to expect,” said Rob Hicking, brand director at Speedo. “They want to enhance their experience and believe that apparel plays a vital role. Speedo has always pushed boundaries in swimming, since our brand story began back in 1928. As we continue to inspire people to swim more, we’ve looked at our online presence to see how we can enrich the experience for customers. Amplience went above and beyond to deliver not only a fantastic product itself, but an unparalleled experience throughout the on-boarding process in both time and manner.”
To engage with its audience on a deeper level, more frequently, Amplience and Speedo worked together to unify content and brand touchpoints online. This meant migrating its blog experience (www.speedo.co.uk) from a third-party platform, and ecommerce site (www.speedo.com) onto one platform. Additionally, Speedo is using Amplience’s Retail Engagement Platform to leverage aspirational, rich content like shoppable media, videos and blogs, integrating this into the shopping experience.
To successfully create this type of omni-channel relationship with the customer, Speedo had to find a way to distribute the same content, adapted for the device and channel, without introducing additional production overheads. Amplience’s scalable platform is housed in the cloud, which means content is available across multiple sources, at any time. A unified system not only supports simple content distribution, ensuring consistency, but also makes collaboration between teams easier – essential for a global brand.
This new content delivery approach means Speedo is simpler and easier for consumers to find online and the brand has already seen an improvement in organic search performance. Speedo can serve visually rich and engaging imagery to consumers across desktop and mobile sites, without compromising on site performance, as Amplience scales it up or down depending on the need and making the speedo.com destination a more enjoyable experience.
“There’s a new era in retail – it’s the age of the always-on and always-connected consumer,” said James Brooke, CEO of Amplience. “Trusted household names like Speedo are facing an ever-expanding landscape of channels and devices, seeking new ways to engage customers that are navigating an explosion of shopping choices. With Amplience’s Retail Engagement platform, forward-thinking retailers like Speedo can deeply engage consumers by delivering inspiring digital content across multiple customer touchpoints.”