Sweaty Betty launches new digital flagship in tandem with Tryzens

Sweaty Betty, the British brand renowned for their bum-sculpting leggings and beautiful activewear is excited to launch a faster, more responsive website that offers the full brand experience on multi-channel devices.

Launching this week with a firm eye on international growth, the new website offers an enhanced user experience using Salesforce Commerce Cloud to provide a faster shopping experience worldwide. With 60% of consumers using mobile and tablet devices to shop the Sweaty Betty website, the new responsive site is better optimised for mobile. The site offers a new wish list function, plus a greater focus on editorial content with educational guides, a shoppable Instagram and new enhanced lookbook feature.

With 60 shops from London to San Francisco, plus concessions in Nordstrom, Selfridges, Harrods and Bloomingdales, the digital flagship currently receives over a million visits a month. Sweaty Betty CEO, Simon Hill-Norton, stated: “When Tamara and I founded Sweaty Betty 20 years ago, our clear mission was to empower women through fitness and beyond. We launched our first website in 2000 to provide an omnichannel customer experience alongside our stores. Our customer now uses mobile devices in so many areas of her life so this upgrade of our site comes at a critical time. So many of our customers are busy women leading active lifestyles, therefore, we wanted to create a seamless online shopping experience with elevated product imagery and enhanced video.

“Since we opened our first store in Notting Hill in 1998, Tamara and I have maintained a huge focus on product and customer experience. It is this fusion of style and performance that lies at the heart of our plans for our new online platform, particularly through our new lifestyle features,” he added.

Sweaty Betty chose to work with leading London-based systems integrator and Service Provider, Tryzens, as its digital commerce delivery partner. Tryzens has worked closely with the brand to support the vision of Sweaty Betty to leverage the rich capabilities of e-commerce and digital engagement to deliver an enhanced customer experience and provide a robust, scalable solution to underpin their international expansion plans.

Hill-Norton added: “E-commerce represents a vital and growing part of our business – not only in terms of online sales but, as an omni-channel retailer in terms of better understanding and supporting our customer.  We want to ensure they have the same positive experience when engaging with us, no matter when and how they shop. From early discussions with Tryzens, we knew they had a thorough understanding of, and alignment with, the aspirations and heritage of our brand, sharing our passion for all things digital and demonstrating a deep understanding of how technology can deliver our vision and empower our customer.  They have shown great insight and a fundamental commitment to partnership, and we look forward to working with them to further evolve our capability as we take our new site to market.”

Andy Burton, CEO, Tryzens, commentating on the launch, said: “Sweaty Betty is the epitome of a great British success story, offering high quality, stylish and practical clothing that is sought after and adored by its loyal and growing customer base.  The passion and focus of this talented team has turned it into an international retail business where design, style and function are tailored to meet the needs of their discerning customer through ground breaking products for active, health conscious young women. In working with the team at Sweaty Betty, our approach has been to complement that ethos and passion, combining the very best in their design with the technical specification and flexibility of an e-commerce capability that can evolve with them as the market they serve continues to evolve.

“Now live, the new site will enable Sweaty Betty to offer more personal and engaging content to be served and to harmonise the customer experience from physical store to online whilst enabling the range to be curated for different international markets more efficiently and effectively.  This omni-channel approach will not just deliver greater customer experience but will help improve engagement, measured though enhanced conversion rates and basket sizes.  The new site reflects Sweaty Betty’s confident passion and their clear understanding of their core demographic enabling them to ride the wave of growth more seamlessly. It has been a great experience working with such a creative and talented team who have a clear ambition and goals,” Burton concluded.