Sweaty Betty unveils new digital platform to enhance the shopping experience

British premium activewear brand Sweaty Betty has today unveiled a new digital platform to offer customers an enhanced and faster shopping experience.

The new site was developed in partnership with e-commerce solutions provider Tryzens and offers a raft of new features such as a new wish list function, a greater focus on editorial content with educational guides, a shoppable Instagram and a new enhanced lookbook feature that directs users to featured products' pages.

It also offers enhanced user experience using Salesforce Commerce Cloud to provide a faster shopping experience worldwide and with 60% of Sweaty Betty's e-commerce customers using mobile devices, the site has also been better optimised for mobile use.

The brand has 60 stores globally, as well as concessions in Selfridges, Nordstrom, Harrods and Bloomingdales, and its website attracts 1m visitors a month. It was founded by husband and wife team Simon and Tamara Hill-Norton in London's Notting Hill 20 years ago providing a dedicated, premium experience for women shopping for activewear. It has recently enjoyed strong growth on the back of the global athleisure movement.

“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," explained Simon Hill-Norton.

“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,” Hill-Norton said.

Tryzens CEO Andy Burton added: "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 said.