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Retail
2022 — Now

Super App that helped a retailer overtop marketplaces

Sportmaster is a super app we made for a sporting goods retailer.

It combines sales with add-on sports services and helps our client grow revenues with a community of loyal multi-service customers.

super app
e-commerce
Business challenge

Winning customers back from marketplaces

Sportmaster sells sporting goods and serves to 200 million customers across five countries. With the onset of the pandemic, they faced a competition from marketplaces that were stealing their customers away.
To set the brand apart from other online platforms and ensure its future growth, we suggested launching a super app with add-on services that would turn the retailer into a one-stop hub for all sporting needs.
+14%
Sales conversion in the app
67%
Revenue growth in one year
+200K
New users
Our solution

Add-on services to turn casual shoppers into lifelong customers

We suggested offering extra services that customers couldn’t get from marketplaces.
To launch these services, our client researched what other needs apart from clothing and equipment its target audience had.
Here’s what they found and what services we suggested.

We developed all these services and united them with the online store in a new super app

Sportmaster customers use it to travel, monitor their health, do sports, gain insights into healthy living, and buy all the clothing and equipment they need.
Here’s how it all comes together

Add-on services are accessed from the home page

A user taps the button in the middle and gets to the add-on services section.

Online workouts ensure regular user-app interactions

Customer benefit
The user receives a selection of online workouts to lose weight, build muscle, or stay in shape. Workouts are tailored to the customer's interests, goals, and fitness level.
Benefit for the retailer
Based on the workouts, Sportmaster understands what sports the customer enjoys. And then natively offers equipment: mats for yoga lovers, or dumbbells for weight lifters.

Media hub gives insights into customer preferences

Customer benefit
Media hub helps readers learn more about сrossfit or jumping, understand the subtleties of choosing boxing gloves or figure skates.
Benefit for the retailer
The service helps analyze customers' interests and personalize their experience. A soccer fan will be offered to test cleats, and a reader of the “How to Get on Ice” section — skates and kneepads.

Event calendar builds a loyal community

Customer benefit
A user can test new shoes, listen to expert lectures, and run a marathon or a ski race in branded equipment. After events, the participant receives bonuses and can spend them in stores.
Benefit for the retailer
The service helps the brand gather a loyal community of sports fans, offer them relevant services, and invite them to events, during which they can receive feedback on new products.

Wellness services give unique extra value

Customer benefit
Users track their calorie intake, receive meal plans, and track their daily activity.
Benefit for the retailer
The service helps keep the audience in the app longer. The more time a user spends in the service, the more data about their behavior and preferences is collected.

“Our goal with add-on services was to get people to interact with the app more often. And we see that the more often they do it, the more purchases they make.”

Alex
Head of Add-on Services at Sportmaster

Used gamification to grow service adoption rates

To attract more users to the services, we launched mini-games and quests. For example, a user had to attend an event from the Event service, do sports in Online Workouts, or read an article in Media. After completing the task, they received bonuses, promo codes, or free delivery for their in-app orders.
As a result

The games helped attract 1 million users to the add-on services and brought 200,000 new app downloads

And redesigned the online store to increase conversions

We decluttered the old product card, added professional model shots, and designed new ad banners to promote sales and special offers.
We also added a BNPL service so that users could buy high-priced items with less hesitation and integrated a stock management system. This way, the app notifies users if something runs out of stock before they check out.

Results

We launched the new super app in February 2022. Thanks to the add-on services, the retailer managed to win its audience back, attract new customers, and grow its revenues in one year. Now, it has a clear advantage over marketplaces and a digital strategy for years to come.
+14%
Sales conversion in the app
67%
Revenue growth in one year
+200K
New users

Let’s develop solutions to skyrocket your retail business together!

George Petersen
Head of Business Development

Let's talk

Do you have a project in mind or want to learn more super apps for e-commerce? Reach out, we’ll be glad to talk.

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