Details matter: It's what people remember you as an unfailing brand
Adapt your business to the new reality to stay relevant to customers
The fitness industry is hit hard by the COVID-19, but in the middle of every crisis lies opportunities. For Fitness First, it was about being adaptive. Rather than waiting for the better days to come, they extended their business online selling branded merchandise, training kits, and supplements to get through tough times in business. Through the new eCommerce site, they were reconnecting with existing customers who have been forced to stay away from gym during the lockdown period, while outreaching potential customers new to the brand.
KEY FOCUS
INDUSTRY
LEAD TIME
3 Years 2 months
YEAR
2020
eCommerce is supposed to make purchases easier, create less frustration, and lead to more satisfaction.
Smooth eCommerce experience drives conversion rate
Simple and intuitive classification of products can mean a lot in terms of helping customers get the products they want. While selling supplements or merchandise might not have been Fitness First main business, the brand could still upsell its personal coaching package to unlock its post-pandemic opportunities.
To help your customers focus on your products, you should first do yourself a favor with an easily manageable CMS.
Update product details at the finger tips
Adding and removing products or updating product information based on customers' feedback can be easily done through a well-integrated CMS.
Added features on top of the default CMS settings
Adopting the #WooCommerce-based CMS didn't mean Fitness First had to stay put with the default features. Customised features such as the calendar view for course reservation and Strip payment gateway were tailored made to serve Fitness First's business requirements.
Create custom reporting tools and analytics reports
Building custom reports showing conversions per browser and segmenting allowed Fitness First to gain truly valuable insights from their eCommerce since site launch.
Credits
Don Chan / Project Lead
Lincoln Wong / Senior Project Executive
Vincent Fung / Backend Developer
Mike Liu / Frontend Developer
Vikki Chan / UI Designer
Results
- Streamlined the customer experience to purchase products from FitnessFirst, providing clear structure to guide the customer through the purchasing journey
