SKINS

Getting a sports compression wear brand’s digital landscape back in shape.

THE CHALLENGE

Despite being a frontrunner in the compression wear market, SKINS’ traditional marketing model was not taking full advantage of evolving online behaviour or the potential of their digital channels. This was undermining their position, further distancing them from an otherwise loyal audience of sports and fitness fanatics. So we set ourselves the task of winning back followers online by focusing on their shared passion for performance.


STRATEGIC INSIGHT

Pursuing an active lifestyle is growing in popularity around the world. Advances in bioscience are helping us to live more healthily. And the ability to monitor vital statistics via mobile and wearable technology is giving us a growing awareness of our own physicality.

With these trends as a backdrop, SKINS needed to prove they still understand why athletes subject themselves to the early mornings, the long runs, the punishing workouts. We wanted SKINS to recognise their dedication and share their goal of consistently better performance.

POSITIVE HUMAN EXPERIENCE

At the top end of the sports and fitness market, improvements in performance are measured in ever-smaller amounts. But they are just as meaningful to dedicated athletes as larger improvements are to lesser mortals. We applied this thinking initially to fine-tune to each of SKINS’ digital platforms, creating a lean, mean user experience.

ALWAYS ON THE GO

With a target audience that finds it hard to stand still, we created an entirely new mobile template that optimised the website into a fully responsive experience.

A COMPLETE WORKOUT

The SKINS web experience is far more complete thanks to a new, strategic approach to CRM. A more sophisticated knowledge of the customer is creating better cross selling, upselling and email marketing opportunities.

THE FAST FINISH

We transformed the crucial final stages in the online buying process, designing intuitive functionality and presentation while removing obstructions to sales.

THE RESULTS

Within the space of a year, SKINS’ online fortunes have seen a marked turnaround. Overall traffic to the website has increased over 15% and email direct marketing traffic by nearly 500%.

 
72%

 
transactions

Overall conversion is up nearly 20%, which has posted a jump of 72% in transactions.

 
50%

 
revenue

Overall revenue per channel has increased by more than 50%, with mobile enjoying 26% growth.

500%

email direct marketing

Email direct marketing reporting an increase of nearly 500%.

“This is just the beginning of a phased set of improvements. But already fans are being reminded that everything SKINS creates, whether compression tights or web links, is built around delivering maximum performance.” Lisa Lee Chief Strategy Officer