IE | Case Study | Sportsgirl - e-commerce platform
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Sportsgirl – E-commerce Platform

Sportsgirl is a fashion savvy, eclectic and innovative fashion giant in Australia. Through their creative attention to brand, and crafting of unique product-driven campaigns, Sportsgirl have become trendsetters in the fashion landscape.

50% INCREASE IN TRAFFIC

70% INCREASE IN VISIT DURATION

POSITIVE SHARE OF VOICE

Since 1948, the style powerhouse has been blazing an eccentric trail across the fashion industry. Not just their store experience, but also for a community of girls across Australia who are unique, playful and confident.

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Purpose

Sportsgirl engaged IE to build their new e-commerce site on the Magento Enterprise platform. The fashion brand decided it was time to implement their omnichannel strategy through a fresh new website. The key focuses were:

  • Initiate access to all customers with an optimised user experience
  • To provide new functionality, like wish lists and social sharing through the Magento Enterprise platform
  • Give a true, innovative and “Sportsgirl” brand experience
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The Journey

Working collaboratively, Sportsgirl and IE decided a responsive design interface was the best approach to building the site. IE used raw data to inform the strategic thinking behind this approach, as 50% of Sportsgirl’s online traffic is now served through mobile.

Sportsgirl’s previous site used outdated Flash technology, therefore the usability across various devices, especially mobile, was poor. IE’s user experience team worked with Sportsgirl to implement a responsive design which addressed these challenges.

“We are thrilled to finally reveal this exciting platform as part of our wider digital rollout and omnichannel strategy.
Developing a responsively designed e-commerce platform offers users a seamless customer experience across mobile, tablet and desktop.”

ELLE ROESBY – CEO, SPORTSGIRL

Solution

The first 3 months post-launch were consistent in their success, with the feedback and tangible results being overwhelmingly positive. They included:

  • 50% increase in traffic to the site
  • 70% increase in visit duration
  • 70% decrease of bounce rates
  • Positive share of voice