Ireland’s latest sports retailer, Life Style Sports, sells more than 4,000 related sportswear items from brands including Nike, Adidas and Under Armour and serves more than 16 million men, women and children each year. As well as its eCommerce business Life Style Sports also operates from a network of more than 43 standalone stores in Ireland and Northern Ireland. The company was initially established in 1979 by Quinnworth, a subsidiary of Associated British Foods and was bought by Tesco plc in 1997 but later underwent a management buyout and has been owned by Stafford Holdings since 2005.
Key KPIs delivered by Taggstar
Its position as Ireland’s largest sports retailer means that Life Style Sports has great awareness but it was looking to build on that awareness and deepen customer engagement by providing a better digital customer experience and having seen the success of the technology for other sports retailers wanted to see how well it worked for its customers. Life Style Sports also wanted to assess how real-time social proof messaging could increase average order value (AOV) and conversion rates, as well as reducing cart abandonment rates.
Life Style Sports implemented eight social proof messaging types in a full funnel implementation across product list pages (PLP), product detail pages (PDP), and the cart page. These included messages such as ‘Hot!’ ‘Selling Fast’ and ‘Don’t Miss Out’. The company also wanted to test popularity messaging without using actual numbers of items sold, with messages such as ‘Many people have looked at this recently’ or ‘Sold many times in the last few days. The proof of concept ran for two months in Ireland during June and July.
“Life Style Sports’ focus on enhancing its digital customer experience shows how powerful our technology is, since it’s proof that deepening customer engagement through social proof messaging also delivers impressive conversion rate uplifts and significant ROI.”
Peter Buckley, CRO at Taggstar
The proof of concept proved that social proof messaging works for Life Style Sports’ customers, delivering a 2.78% conversion rate uplift which equated to $49k (€46K) in additional revenue from 840 incremental orders and delivering a 218% ROI.
The brand was so impressed it has now committed to a 12-month roadmap and from the start of 2022 is testing new designs and placements for its messaging, as well as the addition of Category Best Seller messages on PDP and PLP.
Peter Buckley, CRO at Taggstar, said: “Life Style Sports’ focus on enhancing its digital customer experience shows how powerful our technology is, since it’s proof that deepening customer engagement through social proof messaging also delivers impressive conversion rate uplifts and significant ROI.”