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Champion looks to sport increased conversions by adding behavioural tracking to its site

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In a bid to make its nascent ecommerce presence stand out, ‘Athleisure’ and sportswear brand, Champion, is to invigorate its online and mobile offering, improving conversions by better understanding customer behaviour on site.

Established in 1919, Champion has 34 store locations worldwide and in 2017 Champion opened its first UK flagship shop on Soho’s Brewer Street. With the rise of the athleisure trend and consumer interest in fitness continuing to rise, Champion has become the go-to sportswear brand, buoyed by its rich heritage in premium clothing.

Champion recognised that in order to compete in the ecommerce space it must differentiate itself from competition by delivering outstanding customer experience.

Over the past 12 months, Champion’s ecommerce business has undergone significant transformation, in order to underpin site infrastructure, establish a sustainable New Product Introduction (NPI) process, and create an impactful customer acquisition strategy.

Despite leveraging both email marketing and owned social media channels to engage directly with their customers, Champion acknowledged the need to have greater insight into consumer behaviour and the digital body language of its shoppers, to provide relevant product selection, deliver improved customer service and, ultimately, generate greater customer retention.

Champion is partnering with BounceX to spearhead their digital transformation, enabling them to show the right message to the right shopper at the right time, and convert new segments of web traffic that were previously difficult to identify and effectively target. By applying BounceX’s best-in-class email capture techniques and proprietary identity resolution technology, Champion will be able to send relevant trigger emails and deliver onsite personalisation at incredible scale for existing and new customers.

Nicholas Freddi, Senior eCommerce Marketing at Champion EMEA, explains: “Although email marketing and social media have given us reach and visibility, these channels compete for attention in a very crowded space. A brand like Champion with such rich history, benefits from an organic base of consumer followers throughout the world and although Champion is privileged to have this asset, we feel a responsibility to deliver an experience that mirrors our brand heritage.”

“BounceX has come into the picture at a very important time for us. With the tech set up with minimum integration effort, we hope this will result in lower costs and faster turnaround. Facilitated by our dedicated BounceX onboarding manager and specialist – which we see as a great addition to the service they will provide – we look forward to seeing the results of the partnership”, he concludes.

Implementation is to begin in the UK initially – Champion’s number one market in Europe, with France, Germany and Italy to follow. Using BounceX technology, Champion will have the much-needed data it needs to improve site navigation, generate compelling content and potentially restructure the site at a later date based on consumer behaviour.

Robert Massa, General Manager of BounceX EMEA, adds: “Increasingly forward-thinking retailers which have rich brand history, such as Champion, are recognising the need to identify and convert a larger pool of website traffic. Today, conventional marketing strategies and teams take a siloed approach to channels such as Facebook, Google, LinkedIn and email. But behavioural email is about the full experience a prospect receives across all of these touchpoints and how they build consistency and relevancy between that individual consumer and their relationship with your business, regardless of the channel they shop in.”

“Email is the key to cross-channel customer identification, but it is just the start of effectively targeting the digital goldmine of medium-to-high-intent prospects. We are thrilled to be working with Champion, especially at this crucial stage of their ecommerce transformation,” he concludes.

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