- Advanced Discovery
- Creative Direction
- Email Marketing
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Avex for a long-term partnership focused on creating a new storefront and addressing a focal brand challenge – an outdated, hard-to-navigate, and inconsistent eCommerce presence that significantly hindered customer satisfaction and retention.
- Shopify Plus
- Dynamic Yield
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.
Amidst a major rebranding initiative, preserving the essence of the brand identity can be a delicate task. To lay a solid foundation, Avex's team commenced the project with an extensive discovery phase; thoroughly examining the brand's existing strengths and weaknesses.
With digital serving as the primary link between the Vitality brand and its consumers, we strategically utilized the eCommerce experience as a guiding pillar for defining the framework. This approach aimed at strengthening the brand-consumer relationship and showcasing the brand's distinctive attributes.
Clean UX Design
While functionality remained central in the new storefront design, it was equally important for Vitality to have a website that seamlessly reflects its brand narrative and core values. The expanded screen real estate, streamlined collection and product description pages, along with a user-friendly navigation path, collectively ensured smoother transitions for users between Balance and Vitality. This deliberate design effectively conveyed Vitality's heightened global influence and its evolution into its most profound expression.
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.
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.
Seamless Commerce Experience
Through the integration of grouped tags organized by product type, style, and collection, a navigation journey has been designed to fit seamlessly with the preferences of Vitality's customers. This tackles a crucial element of an easy-to-navigate eCommerce experience that was missing in the brand's original storefront prior to the update.
Personalized Customer Journey
By embracing insights-driven personalization and in partnership with the digital experience platform, Dynamic Yield, we crafted a cross-device optimized experience centered around relevancy, resulting in a significant boost in conversion rates. As a key strategy to enhance conversion rates, we flawlessly incorporated a recommendation tool that sparks new purchases by tapping into historical buying patterns and user interactions.
Our ongoing implementation of AB testing further enriched this process, enabling us to differentiate between new and returning customers. This comprehensive approach adds an additional dimension of value, catering to the unique stages customers are in their shopping journeys.
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