The team at ZOFELA are excited to announce our latest collaboration with Fitness equipment chain, Just Fitness.
At ZOFELA, we pride ourselves on being labelled as disruptive thinkers, and collectively enjoy our passion to revolutionise the way things are done. How do we achieve this? It’s simple. We are joining hands with Just Fitness in digital partnership to provide innovative solutions to enhance shopping experience and provide effective back office management.
For over 21 years Just Fitness has been servicing its many customers with their fitness equipment needs. Now with 8 stores across China Just Fitness have become one of the largest specialty fitness equipment retailer in China. Just Fitness prides itself on offering products and services that other fitness retailers simply don’t, including large stock supplies, an on-time reliable nationwide delivery service, and payment plans to make fitness equipment more affordable.
By following their same corporate philosophy of “keeping fit for life”, we are determined to ensure that this fitness company continue to improve customer’s health and fitness by supplying quality fitness equipment and by enabling them to fully exercise their digital capabilities.
A key objective of our re-design was to create appealing layout and easy to use navigation to allow customers to find the products they are looking for. This was an area that the client felt had not been adequately addressed in the past.
Our process here at ZOFELA always begins with understanding the brand and audience personas. We look for ways a new platform might inspire new consumers without alienating their current consumer. Because of our ongoing involvement across Just Fitness brand and digital initiatives, we had a strong sense for the future voice and messaging strategy for their multi-channel platform. However, the challenge was defining a web strategy that would seamlessly translate Just Fitness’s best-in-class customer shopping experience to an online environment.
Through research, past experiences and some candid conversations with frequent online shoppers, we established a few key insights that helped to inform our design and interface decisions for their e-commerce platform.
Just like in retail, consumers often explore with an innate motivation when shopping online. We can improve digital shopping experiences by looking at what we’ve already learned at retail. It can help to think of your digital pushes like your retail pushes. In retail, displays are used to intrigue but not derail the customer journey. And, once the consumer is in the door it’s all about customer service and catering to their needs. Digitally we can do this with shopping tools like rich relevance, personalization and clarity of navigation. Conceptualizing our digital strategy by learning from retail successes that focus on consumer motivations will help us improve digital experiences moving forward.
I hope you visit the newly created website and provide us with feedback, please do leave your questions or comments below.
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