Challenge
Create a superpowered online shopping experience with personalized marketing segments Jazzercise is a well-known brand in exercise and apparel. Featuring high-intensity dance and workout fusion, they are a revolutionary fitness movement 45 years in the making.
Solution
Why Magento? After branching into eCommerce with Amazon Webstores, Jazzercise had the essential functions of an online store. However, a curveball was coming their way: Amazon Webstores announced that they were closing their service in 2016. Jeff Uyemura, Digital Manager at Jazzercise, had to evaluate eCommerce platforms to see which would fit his current needs and future plans. He turned to atmosol to consult on which eCommerce platforms had the best functionality to achieve his goals. After careful consideration, Jeff chose Magento Commerce (formerly Magento Enterprise) since Magento has highly customizable design and development, multi-site solutions, and robust marketing capabilities. Jeff reflected on the main reasons for his decision, “We were looking for a platform that allowed us to target key customer segments more effectively and offer unique content and price points. Magento fit the bill perfectly.” Previously, one of the main challenges for their eCommerce strategy was tailoring storeviews to match different visitor segments. While on Amazon Webstores, Jazzercise had to manage 4 separate websites for different devices and users. With Magento, there was a clear solution. All 4 sites could be managed as a single, global website. Why atmosol? After Jazzercise replatformed from Amazon Webstores to Magento Commerce 2.0, Jeff was ready to have atmosol build a custom solution for different consumers. His strategy involved personalizing the user experience with tailored design, products, prices, and promotions for each group segment. Leveraging the in-house team of certified Magento developers, Jeff asked atmosol to develop a solution where storeviews could be created and assigned to different segments from Magento’s admin panel. The B2C storefront would display for customers and guests. Jazzercise employees, franchisees, or instructors would see the B2B storefront. Each customer group had deeper customization beyond the storeview, including custom-built catalogs with unique structure and categories. The pageview design and menu appear differently depending on whether the visitor was part of the B2C or B2B segment. Additionally, the page content would populate with dynamic products, prices, sales, and promotions to provide a highly personalized user experience. Goals Replatform to a new eCommerce platform Combine four separate online stores into a single site Add support for mobile browsing to keep up with consumer behavior trends Optimize merchandising with Magento native features to target specific user segments Develop a custom solution to target customer base with unique price points, content, and product availability for each channel
Results
14% increase in annual revenue Fixed Operating Costs down 20% 15% increase in page views 30% increase in mobile usage Consolidated 4 sites into 1 ~750 concurrent users
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