Shopify Plus Development, personalization & A/B testing

  • Advanced Discovery
  • Creative Direction
  • Design
  • Development
  • Email Marketing
The Challenge

Vitality, the body-positive activewear brand, thrives on an inclusivity-driven brand mission. Its continuous growth is fueled by a strong brand community, as evidenced by its remarkable and ever-growing social media following – all inspired by the brand mission: “To design inspired athleisure for everybody in their pursuit of purposeful existence.”

At a transitional point in its operation, Vitality, formerly known as Balance Athletica, engaged Avex for a long-term partnership focused on creating a new storefront and addressing a focal brand challenge – an outdated, hard-to-navigate, and inconsistent eCommerce presence that significantly hindered customer satisfaction and retention.

Tech Partners
  • Shopify Plus
  • Klaviyo
  • Dynamic Yield
  • Yotpo
  • Gorgias
  • Signifyd
The Approach

In close collaboration with the Vitality team, we reimagined the brand’s eCommerce website’s user experience to create a fully optimized and high-performing storefront on the Shopify Plus platform. Together, we established a brand destination where customers can immerse themselves in value-reflective content and confidence-boosting apparel. Our approach aimed at integrating diverse community interactions into one cohesive brand experience.


Leveraging Best-In-Class Technology

We integrated Klaviyo's "back in stock" functionality to alert customers when sold-out items are restocked, utilized metafields to design a dynamic homepage that retained a unique feel and developed uncomplicated product and collection templates catering to the brand’s specific needs.

  • +22%

    Increase in AOV

  • +168%

    Increase in Conversion Rate

  • +27%

    Faster Page Load Speed

Supporting Product Drops

In a bid to further optimize the conversion rate, Avex's development team incorporated a countdown feature into Vitality's Shopify Plus website. This strategic integration taps into the effectiveness of creating urgency, and a sense of anticipation for the brand's newest collections. The "Coming Soon" page goes live an hour prior to the product launch, displaying a countdown timer and fields where users can input their contact information – ensuring timely notifications for eager users as soon as the collection becomes available.

  • 20%

    Purchase Increase in Engaged Brand Users

  • 11%

    AOV Increase with Engaged Brand Users

  • $134K

    Revenue Increase from Recommendations

Reiterated Commitment to e-Commerce Sustainability

In efforts to support the brand’s commitment to a greener economy, we worked with Vitality on the ideation and execution of a dedicated resale marketplace, Vitality Revitalized. Powered by our partners Loop Returns and Recurate, Vitality Revitalized, allows customers to buy and sell pre-loved Vitality items through a hustle-free process, in exchange for store credit.

The introduction of Vitality Revitalized has already proven to be an exceptional revenue stream, surpassing all expectations. Beyond the financial benefit to both the customer and the brand, this marketplace offers a unique space for shoppers to connect with like-minded individuals who share their passion for sustainability. Through interactive features, customers can engage with one another, fostering a vibrant and supportive community.


Avex - Vitality Relationship

Once we completed the discovery phase for Vitality, Avex unfolded a multi-phased, long-term partnership with the brand that extends to post-launch support. Having created a digital home base that communicates Vitality’s brand values, we strove to work with Vitality’s internal team, as well as Dynamic Yield, to continuously create personalized and engaging touchpoints that supplement the community-centered brand experience.

“During times when acquiring customers is expensive and getting them to spend their money is becoming even more challenging, being able to trust a partner to help ensure our brand is increasing conversion rate and AOV while being supported by data has been an incredible opportunity that allowed Vitality to grow revenue and scale the business. We are looking to our continued partnership with Avex and Dynamic Yield moving forward.”

Jon Bausman, Director of Marketing at Vitality


Let’s work together

Tell us your business goals and we’ll see how we can create something amazing together.

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