Sweaty Betty awards Tryzens key contract to transform its customers’ online shopping experience
Sweaty Betty, the active lifestyle womenswear company, has signed a definitive deal with eCommerce systems integrator and managed service provider, Tryzens, to help re-imagine its online offering for their modern digital shopper. Tryzens is backed by Scottish Equity Partners.
Sweaty Betty was founded by Tamara and Simon Hill-Norton in 1998, starting with a single boutique shop in London’s Notting Hill but now with over 50 stores worldwide and a thriving online operation. The company wanted to enhance its eCommerce platform to better serve its growing global customer base and be able to more effectively adapt to the changing way its customers access ecommerce in the digital age. To that end, the new site will be built with a mobile phone experience front of mind whilst also promoting a seamless, omni-channel customer experience no matter which channels their customers engage through.
The underlying eCommerce website will be built on the highly successful Salesforce Commerce Cloud platform, which is ideally suited to the retailer for its ability to easily and efficiently scale, simplify administration and merchandising and expand internationally in support of future business growth. Tryzens will work closely with Sweaty Betty to enhance and improve the popular apparel brand’s online operations and transform their customers’ journey and experience through the site to more effectively reflect their Brand and lifestyle aspirations. The initial new website is due to go live later this year.
Simon Hill-Norton, CEO of Sweaty Betty commented: “As a leading fitness fashion brand, we at Sweaty Betty passionately believe that women should be able to access clothing that is both attractive by design and practical for use with an active lifestyle. In reaching our customers we also have to ensure that their experience reflects our brand and our ambition to delight them no matter how they choose to buy products from us. We not only have an incredibly loyal customer base but are also delighted to see our business growing rapidly internationally, with a significant focus on the USA where we are opening 7 stores this year. In preparing to invest in our online business to support this growth we carried out an extensive market review of potential partners to work with us. Having come to know the team at Tryzens over the last 18 months through this process, we know that they can deliver a world class site and end-to-end customer experience that both reflects our values and also ensures we can easily scale for future growth and demand.”
“Most importantly, this investment will put Sweaty Betty at the forefront of our customers’ digital lives. Increasingly, people are using digital innovation to support their active lifestyles and we recognise that we need to be accessible to them wherever they are. Our future work with Tryzens will also help us support and promote our online community of ‘wellness enthusiasts’” Simon added.
The new site is expected to transform Sweaty Betty’s online presence increasing traffic to the site, improving conversion rates and average spend, as well as delivering for the retailer a single view of the customer no matter what channel they buy through or via what device.
Andy Burton, CEO, Tryzens added: Sweaty Betty is an amazing ambassador for British Design and a tremendous example of a brand that operates successfully at the forefront of innovation in the high growth market. We are proud to have been selected as Sweaty Betty’s delivery partner to help them take the next steps in their online growth strategy and fully embrace the opportunity of an omni-channel customer experience. We have shared business goals and cultures and a joint passion through our roadmap together over the next 18 months to ensure that we will continue to innovate and evolve the site together well after its launch. As experts in the very capable Salesforce Commerce Cloud platform, we look forward to helping Sweaty Betty leverage the full value of their investment to enhance customer experience and drive their business growth.”