Activewear retailer partners with specialist agency to optimise online customer journey

Sweaty Betty is working with multichannel digital marketing specialist DC Storm to optimise its online presence, by providing the data and knowledge to truly understand its customers’ purchase journey.

The women’s activewear brand is focusing on growing its digital activity alongside its ongoing store opening programme and wants insight into where its customers are coming from and how to better interact with them across both online and offline channels.

Building out significant growth plans

Nicola Huet, Sweaty Betty’s direct channel director, said: “We have significant growth plans for Sweaty Betty, and it is imperative that we have data and knowledge at our fingertips to have a considered view about the digital marketing strategy performance, spend and media options available to us. DC Storm’s platform will provide us with a more consistent, coherent view of our total digital marketing and will allow us to feed in data from both offline and online activity.”

The activewear brand will be using DC Storm to track all digital channel activity, and specifically understand the impact of its direct mail campaigns in relation to online conversion. The agency said it will also provide attribution modelling coupled with a reporting suite for analysing marketing performance.