Sweaty Betty is a UK-based, global activewear and lifestyle brand for women. The company wanted to scale up its personalisation to provide a more individualised customer experience. Working with Dynamic Yield, a Mastercard company, Sweaty Betty optimised its personalisation for international audiennces via guided selling quizzes, time-sensitive messaging, and AI-powered recommendations. After six months, conversions, transactions and revenue had all increased; this included a 62% uplift in revenue from website recommendation quizzes alone.

Sweaty Betty’s brand is based on empowering women on their individual fitness journeys. The company wanted its customer relationship strategy to better reflect these values by optimising its use of personalisation capabilities to drive engagement, sales and loyalty.

Sweaty Betty’s existing marketing technology was not effectively reaching its diverse customer base at scale. The company wanted to accurately target customers from different markets with the right product based on their different needs. On that basis, Dynamic Yield was chosen to deliver a more hyper-personalised experience that would drive loyalty, conversion and revenue.

Contextualised Product Detail Pages (PDPs): Testing showed that algorithm-powered recommendations drove better conversion rates than manually chosen ones. A product recommendation widget was added to all PDPs which used contextual information from other users’ behaviour to serve similarly browsed products. In addition to the increased revenue, this strategy decreased team hours spent on manually providing recommendations.

• Time-Sensitive Messaging: To minimise the time between add-to-cart and conversion during Black Friday, a key sales period, Sweaty Betty implemented a personalised pop-up to visitors which included “limited stock” messaging and details on how much money they would save if the purchase occurred at that moment based on the user’s cart details. This ensured more conversions from site visitors.
• Guided Selling: Sweaty Betty’s products are made to last a lifetime, which is why they are sold at a higher price point and require more product education than average sportswear. Therefore, Sweaty Betty simplified the product discovery process with personalised quizzes which recommended relevant products based on users’ answers. This helped the brand inform customers about the types of products to buy and questions they should consider when making a purchase.

• 62% uplift in same-session revenue from recommendations-powered quizzes, compared to quizzes run on a prior system without recommendations
• 20.4% increase in Black Friday purchases from new EU customers from personalised messaging, compared to the control group with no personalised messaging
• 8% uplift in AOV in the US from recommendation widgets displayed on product detail pages