Sci MX Nutrition
One of the fastest growing sports nutrition supplements in the UK, Sci MX Nutrition is the premium choice amongst sports personalities and the public who are serious about their fitness.
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Following on from an already established strategy when the sole UK distribution for USN - Ultimate Sports Nutrition, Sci MX Nutrition continued to invite Tang to help re-direct marketing investment into new innovative and existing sales channels to acquire new customers and gain greater leverage on existing customers.
Already making Sci MX Nutrition independent with their advertising in printed publications and self managed ecommerce website, permitted a greater focus on expanding sales revenue through trade relationships and online purchase.
The strategy has significantly contributed towards the success of the business within its market yielding over 81% growth in increased trade and online sales taking Sci MX Nutrition to a multi-million sterling gross turnover business.
A synchronised mirror version of the existing operational USN website was setup and monitored to create the window of opportunity to rebrand over 340 pages, amend screen designs and associated templates, update the content and update over 130 product options to the new Sci MX Nutrition brand.
This process including extensive monitoring, testing and reaching a fixed live date needed to occur within a very restricted timescale and implemented a team that staged support across a 24 hour working day, 7 days a week.
Supporting systems such as all customer email communications needed to be synchronised and rebranded to occur simultaneously on the new Sci-MX Nutrition website for the live date. All back office systems such as internal Sage system for sales and distributions needs to be synchronised and as before received extensive monitoring and testing.
Backup to a dedicated server with fanatical RackSpace support to ensure absolute backup and security was increased to monthly recovery capability for the entire Sci MX Nutrition site and daily recovery capability for every page instance.
A managed Sci MX Nutrition Firewall and white listed IP addresses for system access guaranteed operational safety to the system and daily logs recorded and public access activity.
Prior to the launch of the new Sci MX Nutrition website, search engine optimisation was carefully reviewed and further recommendations for improvement by our SEO specialist was implemented across key website pages.
Increased external activity by our SEO specialist incited online interest and ensure an immediate visibility within a 6 week cycle of the website and ecommerce products for the new Sci MX Nutrition website address.
Working closely with leading search engine optimisation agencies, Tang continued to improve the code and build of the Sci MX Nutrition web pages, as well as regularly synchronise with major search engines to continue to improve website visitor traffic.
To gain more accurate sales analysis, improved fulfilment and distribution management and make internal sales operations more efficient Sage integration to the Sci MX Nutrition shopping cart ecommerce solution was refined at individual order detail.
When investigating leisure and gym facilities it became apparent the organisations were unwilling to promote any single sports nutrition brand but that there was a high volume of fitness trainers and coaches already with a preference to the Sci MX Nutrition products.
To take advantage of this newly discovered sales channel the Sci MX Nutrition ecommerce system was enhanced to monitor and manage referral codes with varying discounts and restrictions issued to key referral trainers and coaches to incite sales through commission incentives. The Sci MX Nutrition system was used to manage and export code ranges for printing onto printed cards and automatically into email correspondence.
The Sci MX Nutrition ecommerce system was further improved to report in detail through sales administration from accounts down to per orders reporting to take into account complex volume and promotional discounts already in place and manage alliance user accounts with a personalised login area.
The Sci MX Nutrition ecommerce system was enhanced to monitor and manage discount voucher sales with spend limits, single instance use and expiry deadlines through codes distributed via email marketing and placed in key publications.
The enhancements to the Sci MX Nutrition ecommerce system was also used to manage and monitor free sample sachet requests that are linked to magazine promotions. Automated emails were sent to the customers and the data synchronised with the contact database for ongoing email marketing purposes.
By integrating a leading email marketing tool with the Sci MX Nutrition ecommerce systems, activity monitored online sales to automatically build and send tailored emails with relevant content and cross selling opportunities to consumer buyer interest.
