Sweaty Betty launches Composable Commerce ‘Headless’ Storefront in the US market

Founded in 1998, Sweaty Betty is a global women’s activewear brand that has been on a mission to empower women through fitness and beyond. In an increasingly competitive global activewear market, Sweaty Betty were seeking to drive continued growth by making the online shopping journey truly mobile first. With the goal of matching Sweaty Betty’s high performance, premium product with a superior and speedy digital experience, long-standing development partner Tryzens were tapped to support the brand through the implementation of Salesforce’s Composable Storefront.

Anticipating and responding to customers’ needs is at the heart of the brand. With this new headless technology stack, the team are empowered to test and iterate at speed, use data to drive personalised experiences, and make more changes with lower risk and greater agility.

Salesforce Composable Storefront is a secure platform built on Progressive Web App technology that gives online retailers the ability to make site changes with greater speed and flexibility, to drive their Commerce goals. This approach helps development teams become more efficient and agile without huge organisational and operational change. Tryzens developed Sweaty Betty’s headless approach to take advantage of Salesforce Commerce Cloud’s new Composable Storefront, including enhanced integrations for shopper identification and content.

As a longstanding and trusted partner, Sweaty Betty knew that Tryzens have the knowledge and expertise to assist with this step into headless. As experts in digital commerce platforms and with a deep understanding of the Sweaty Betty customer, Tryzens quickly set the foundations for moving to this composable architecture. After an accelerated implementation over 16 weeks, Composable Storefront went live in time for Cyber weekend to provide a great mobile CX and lightning-fast speed. Early indications and data from Sweaty Betty’s US Cyber Weekend performance are extremely positive. The internal teams at Sweaty Betty are now able to roll out changes in a matter of days, rather than weeks.

Alexandra Dinsdale, Head of Digital Product said:
“We are really pleased with the speed of our transition into Composable Storefront with Tryzens and have already seen great results on a number of key metrics. We’ve seen improved performance on page load time (-40%) and through real-time performance monitoring can track errors and more transparency across conversion funnel KPIs.

The mobile-focused UX, smoother interactions and more relevant content, has increased new customer conversion and engagement. This has been a huge enabler for our Product and Development teams with automation and testing through the development lifecycle”.

Andy Burton, CEO at Tryzens added, “Sweaty Betty have proven time and time again that they are committed to driving engaging customer experience and high performance through their digital channels. We have had a great partnership running since 2017 and we are incredibly proud to have supported them on their growth strategy and on their latest innovative step into launching a Composable Storefront capability. This launch enables them to manage both the optimisation of page speed and provide the agility to release storefront changes with regular frequency without impact to their back end systems. The agility and performance benefits this gives the Sweaty Betty team will ensure they can continue to lead and adapt the customer experience almost on demand, providing flexibility to innovate faster and respond to changing customer demands. Having seen the positive results achieved so far, we are excited to see further developments in 2023.”

With this success and solid start, Tryzens and Sweaty Betty look forward to the rollout of composable commerce beyond the US market as they continue their bright growth trajectory.

Learn more about Tryzens Composable Storefront