UK activewear is one of the fastest-growing ecommerce categories. The mobile app has become the retention channel for activewear brands that have already built a strong social following.
The activewear customer on mobile
Activewear customers who love a brand are highly engaged. They want to know when new colourways drop. They want their size in stock and notified the moment it restocks. They follow the brand on Instagram and they want early access to launches before anyone else.
This customer installs apps. They have the Nike app, the Gymshark app, the AYBL app. If your brand has built a loyal community, a mobile app with the right features converts that community into direct revenue.
Push notifications for drops and restocks
The drop is the highest-converting moment in activewear ecommerce. A new colourway or limited run that sells out fast creates the scarcity that drives both first-time purchases and repeat buys.
Push notifications let you tell your most engaged customers about a drop before anyone else. Offer app users early access 30 minutes ahead of the public launch. This gives customers a genuine reason to install and stay installed.
Back-in-stock push notifications on waitlisted sizes are among the highest-converting notifications we see at Talmee. The customer has already decided to buy. The push just removes the final barrier.
Building the right features
An activewear app needs more than a standard ecommerce layout. Key features that drive conversion in this category:
A size guide that is brand-specific and easy to access from the product page. Activewear sizing varies enormously between brands and customers need confidence before they commit.
Product videos showing movement and performance. A static image of a legging cannot show how it feels when worn. Short looping videos on product pages improve add-to-cart rates.
Wishlist with restock notifications. Customers who cannot get their size today want to be told when it is available. A wish-listed size creates a notification trigger that is much more personal than a blanket newsletter.
Repeat purchase and loyalty
Activewear customers replace worn items and try new categories within brands they trust. The challenge is staying visible during the long gaps between purchases.
Push notifications solve this in a way email rarely does. Open rates on push are significantly higher than email for engaged customers. A well-timed push about a new collection or a personalised restock alert can bring a lapsed customer back without any paid spend.
Working with UK activewear brands
At Talmee, we build Shopify mobile apps for UK activewear and lifestyle brands. We are based in Manchester and work with brands at various stages, from just-scaling DTC operations to established names looking to move their most loyal customers onto a owned channel.
If you run a UK activewear brand on Shopify and are ready to launch a mobile app, Talmee can help.
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