Member Article

Puretec Fitness boosts revenue and takes back control of brand with new eCommerce site

Leading home fitness equipment retailer, Puretec Fitness, has secured its future and taken back control of its brand by launching a fully transactional website, after historically relying on eCommerce marketplaces to target customers.

PureTec Fitness has been supplying high quality home fitness and sporting equipment to homes throughout Europe since 1995. Marketing brands such as Tunturi, Marcy, Everlast, Bionic Body and Steelbody at highly competitive prices, it has built a reputation for quality, service and expertise in its field.

However, as its success grew, Puretec recognised the disadvantages and potential risks of selling its products predominantly through third-party marketplaces. With ambitious plans for growth over the coming years, it became clear that launching a new eCommerce site of its own would give Puretec the ability to build greater brand equity and customer loyalty than it could achieve selling through marketplaces alone.

Puretec enlisted the help of full-service eCommerce agency PushON to devise and implement a strategy that would enable it to take back control of its brand online. PushON worked closely with the team at Puretec to gain an in-depth understanding of the unique personality of the business.

After extensive research and planning, it was decided that PushON would rebuild Puretec’s site, make recommendations to improve ranking for key search terms, and work with Puretec to produce content for the new blog area. PushON also provided technical SEO migration support both during and post-build, and has continued to offer on-going website support and maintenance.

As a result of the collaboration, a new scalable and mobile responsive website was launched at the start of this year. The site cleverly combines community with shopping, via a simple Learn and Shop UX feature, creating a website that educates, supports and advises customers with their requirements, and then seamlessly nudges them into a purchase. Within just four months of the site’s launch, Puretec’s revenue had increased by 222.53%, with transactions up 124.14%, showing the value of a well-designed eCommerce site for businesses that have previously relied on third-party marketplaces.

Ben Owst, head of creative services at Puretec, commented: “PushON instantly understood the vision we had, and have executed a ground-breaking website that perfectly aligns with the Puretec brand. They have brought our concept of an educational learning area to life with a clear SEO strategy, seamlessly integrating it with the shopping area. They have also made it fully responsive so it looks incredible across all devices.”

Steve Beckett, client services director at PushON, commented: “A very close working relationship with the team at PureTec, combined with extensive research, planning, and implementation allowed us to deliver a site they are delighted with. The challenge was to provide a platform that will facilitate a level of growth for PureTec over the coming years that would not have been possible selling mainly through marketplaces. A fully transactional, optimised eCommerce site will enable the business to unlock it full potential.”

This was posted in Bdaily's Members' News section by Michael .