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We met with Louis Pastorino, an E-Commerce manager at WIT Fitness. He told us about their company and their values and shared great results of using an MBC Bundles app just a bit more than two months since installation.
WIT Fitness was founded in 2015. WIT caters to individuals who regularly participate in any form of physical activity, and is focused on people who are committed to changing their lives through training. WIT offers a curated collection of products and brands to align with it's goal of being an expert training retailer for all active individuals. WIT offers a unique offering to the training community in that it has a thriving bricks-and-mortar store, gym space, and online store, which together facilitate and showcases authentic brand partnerships, products, and brands. At the moment there are two main markets - UK/Europe and the USA.
We are physical retailers, gym owners, and online custodians. Our physical locations, be it permanent or pop-up, incorporate both retail and training facilities. We aim to provide the global consumer with the same experience across our online platforms as they will in our spaces, be that when purchasing products, following our training philosophy or seeking unique and engaging content relating to training.
While looking for an app you want something easy to use, easy to integrate into the site. Аnd then, talking about the functionality, you are looking for an app that have every feature you could need.
We reviewed a lot of different providers, and we have actually used a few in the past, but we have never managed to find one that satisfied all our needs. We were finding a lot of apps, but they turned out to be half measures, so they could give us one kind of bundle, for example, buy one get one or 3 for 2, but not much more than that. There were always limitations.
MBC Bundles app offers a variety of bundle types and styles and satisfies the majority of requirements almost immediately. MBC Bundles app was chosen to integrate because it can offer a variety of bundles, which are really easy to set up, have a high level of flexibility and granularity. It was the most plug-and-play option on the table. Some work needed to be done, but its integration was very easy and smooth.
MBC is the best bundling provider we have used thus far.
Regarding the strategies WIT uses bundles in three main ways.
Firstly, bundles were used for a product launch or a particular marketing campaign. For example, WIT makes a lot of footwear launches. And with that shoe bundles a pair of socks or a T-shirt. That's a good way to activate a brand further.
It is kind of more than a traditional sense. So if we have a promotional campaign that we're running, we found it very useful to incorporate a bundle into that campaign. That does a variety of things like increase our AOV and units per transaction and so on, which is also really useful.
The second way to use the bundles is to boost products with lower performance metrics and increase their perceived value.
For example there're some products that have a high click-through rate but a low conversion.
There are a lot of factors that play into why that might be the case. But we have tested one assumption that we have made - that the product might not have enough value back to the customer. So we might need to add something to that product to get the customer over the line and actually make a purchase.
The solution is to take the product with high click-through or impressions and low conversion rate and bundled it with a low-value item, which is a top seller, and discounting that product might just represent value enough to get the customer. Bundles add more value to a slow-moving product. In case of WIT that has helped.
And thirdly, use bundles just in a business as usual sense to activate the brand. This is a great way to increase units per transaction and actually get people buying more of the brand.
So an example would be, at the moment we run three T-shirts or three ladies' tanks for £65.
Since integrating the app into the website, there was a particular style of T-shirt, and in that month, WIT sold just over 1000 of them through the bundle app alone.
That's huge. The results are fantastic!
Also, WIT have bundled branded socks with a lot of products.
Where we had six months' worth of stock, after two weeks, we only had three months' worth of stock left.
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