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Sweaty Betty launches new digital platform

Activewear retailer Sweaty Betty has relaunched its website with IT provider Tryzens as part of a wider project to improve the multichannel customer experience.

The new platform launched this week, and offers “an enhanced user experience” to provide a quicker shopping experience. The site has also added a wishlist function, more educational guides, such as the fabric and bra guides, a shoppable Instagram page and an enhanced lookbook feature page allowing customers to click on products to be taken to their page.

The British brand currently has 60% of consumers using mobile and tablet devices to shop the Sweaty Betty website, which has now been optimised for mobile. The digital site currently receives more than a million visits a month.

Sweaty Betty CEO Simon Hill-Norton said: “We launched our first website in 2000 to provide an omnichannel customer experience alongside our stores. Our customer now uses mobile devices in so many areas of her life, so this upgrade of our site comes at a critical time.

“Ecommerce represents a vital and growing part of our business – not only in terms of online sales but, as an omni-channel retailer in terms of better understanding and supporting our customer. We want to ensure they have the same positive experience when engaging with us, no matter when and how they shop.”

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