How Fitness Superstore achieved 11x ROI through personalised offerings

Since switching to Spotlers’ personalisation solution, Fitness Superstore has been saving time and money and seeing better results. Learn how Fitness Superstore are now witnessing an 11X return on investment from personalisation.

Fitness Superstore is the UK’s largest specialist fitness equipment retailer. 10 stores across the UK support its fast-growing eCommerce business. Its flagship store in Northampton is the largest fitness showroom in Europe.

Most sales come from home users, but they also sell directly to gyms. Its audience ranges from fitness fanatics to people looking to improve their health. Digital Marketing Manager, Louise Simpson, heads up a five-person marketing team. Louise’s role is to drive traffic to the website and enhance the user experience to increase conversions.

From three to 1 solution

Fitness Superstore was using three different solutions to deliver personalisation. One solution was for email marketing, one for website product recommendations, and a third for pop-ups and abandonment emails.

The marketing team sought to reduce their spending by consolidating these three solutions into one. They needed a solution that covered all their existing personalisation requirements with the added benefit of a single point of contact for support.

Working with Spotler has allowed them to bring all their needs under one roof, simplifying the management and helping the team focus on driving more value from personalisation. Fitness Superstore have taken full advantage of Spotler’s eCommerce solution, which combines email and website personalisation with behavioural targeting. Within the solution, the team can deliver highly personalised website experiences based on browsing activity, purchase history, and interaction with email campaigns.

Clever learning

Spotler’s machine learning-powered recommendation engine ensures that each customer is shown relevant products while they browse and within email campaigns. On top of this, Fitness Superstore wanted to ensure its product recommendations were driving the highest possible business value. Spotler helped them undertake custom work that increased average order values by upselling premium products with higher margins.

A/B testing for higher conversions

Spotler’s testing capabilities were vital for Louise’s team. They use A/B testing to find the most converting subject lines and products in the emails. They also use A/B testing on product pages to see which types of product recommendations have the highest conversion rate.

Before choosing Spotler, the marketing team relied on their previous vendors to make even the most minor changes to their personalisation programs. For example, changing the content in a cart abandonment email.

The freedom to react

Now they have the complete freedom to make any changes they want, whenever they want. This allows them to react quickly to noticeable trends and strive for continual optimisation. Spotler’s solution allowed Fitness Superstore to combine multiple datasets to deliver intelligent personalisation. This included website browsing behaviour, personal preferences, purchase history, and email engagement.

“The effort on the Spotler side was outstanding, helping achieve our custom requirements.”

£11 return for every pound spent

Since switching to Spotler, Fitness Superstore has seen significant cost savings by using one provider. In just three months, Fitness Superstore was seeing an 11x return on investment based on the cost of the solution-i.e. for every pound they were spending with Spotler, they were seeing £11 back in revenue.

Having a single point of contact has simplified management and reduced complexity for Louise’s team. They can do more with less maintenance. Not only does this save time, but they also deliver much more value due to a close partnership with their dedicated Spotler Customer Success Manager.

A significant advantage of using Spotler is that it identifies 30% of website visitors as existing contacts in its database, even when visitors are not logged in. This helped Fitness Superstore increase the reach of its browse and cart abandonment campaigns and deliver better product recommendations in marketing campaigns.

They plan to enhance the A/B testing on product pages further to determine which converts best and delivers the highest yield.