Celebrity Slim - Overview
Our work added £1/2 million to Celebrity Slim's bottom line this year. We're not talking ROI metrics here, we mean cash in the bank.
It's always good when our work can be proven to have paid for itself. We like that. We feel a profound satisfaction when we can measure the effectiveness of our work in pounds and dollars earned for our clients.
Just as importantly, we know that our work reduced the costs of administration for Celebrity Slim. They put in less work on maintaining the sites than they used to and get far more out: website traffic, sales and returning visitors are all way up on what they were achieving prior to our involvement.
We worked on this site with the support and creative input of those nice people at the Driven Agency.
Five Websites, One System
First, we built the UK website.
The results were good: website visits up by about a third and lower administrative overheads.
Then, the Australian parent company noticed the good results we were achieving and asked us to create the Australian website too. And the New Zealand site, the South African site and the Irish site.
Because of the power and flexibility of the website publishing system we use, all these sites use the same system. That allows Celebrity Slim to reuse content across all five sites, keeping their adminstration costs and development costs to a minimum.
Lower costs and better results? That's what we like to see.
Self-funding: web-sales paid for our work in months
Celebrity Slim sells products in Australia and the UK. However items bought in the UK are subject to different tax regimes and are managed, warehoused and distributed completely differently to those bought in Australia.
At We Love The Web, we have over ten years experience tackling complicated challenges like this. We used our knowledge of inventory management to build Celebrity Slim a sophisticated system which handles all the complexities of stock management elegantly and reliably. And because we handled their Systems Integration, Celebrity Slim are confident that stock information passes securely back from their eCommerce system to the website, so their customers always see what's available.
Our work paid for itself in under 12 months
Celebrity Slim customers love their iPhones and use them heavily, we know this from our website analytics as well as customer focus groups. The iPhone app. is designed to increase customer retention on the programme by making it easy and fun to stay on track.
Celebrity Slim customers identify strongly with their iPhones and use them heavily. Building a mobile site increased repeat visits. By encouraging members to join more conversations more often we increase emotional buy-in and help keep more people on the program* for longer. Visitor numbers, time spent on site, repeat visits and registrations all increased when we rolled-out the mobile site.
87% increase in mobile traffic after implementation of mobile site.
eMail marketing is about more than newsletters. Yes, that’s there (and a recent emailout increased sales by 351% over the previous, unstimulated, week’s sales).
We wanted to go beyond that and have an intelligent, personalised service to help keep people on the programme. People receive email encouraging them to keep going if they experience the dreaded 'weight plateau', if they don't weigh-in for a couple of weeks and 'great work' email if they get half-way to their goal and reach their final goal.
The effect? Customers stay on the programme longer: the customer is happy because they achieve their weight-loss goals. Celebrity Slim are happy because they sell more. It's a win-win.
One recent mailout resulted in a 351% sales boost over the previous week's, unstimulated, demand.
Systems Integration for our long-standing clients Celebrity Slim was an exciting challenge.
Geographically, the business spans two continents: Australia and Europe. Organisationally, the company operates differently across two regions, with the majority of staff based in Australia and a small workforce here in the UK. Logistically, warehousing and distribution are handled differently in the UK.
The challenge for WLTW was to transform Celebrity Slim applications into a cohesive, integrated system flexible enough to support both UK and Australian business structures and requirements. Celebrity Slim customers now interact with the same site wherever they are. Behind the scenes, we have joined up internal and external applications to allow information to flow securely through finance, ecommerce, email and warehousing.