Tutto per il Fitness s.r.l.
Magento Strategic Partner: MageSpecialist
Merchant Name: Tutto per il Fitness s.r.l.
Store URL: http://www.tapisroulantstore.it | http://www.tuttoperilfitness.it
Brief description of the online store:
Fitness & home gym online store outlet.
Primary Markets Served: Italy
Primary challenge that precipitated this implementation:
Single Magento installation would have managed multiple store views with different catalogs and categories.
Performance was also also a key factor.
The Project
Tutto per il Fitness s.r.l. was a pioneer company in the field of fitness & home gym online commerce in Italy, having launched their first e-commerce website (www.tuttoperilfitness.it) in 2007. Unfortunately, this first e-store failed at making good sellings because it was based on a proprietary, non-efficient technology: it was neither SEF nor user-friendly, so conversion rate was really disappointing, despite the product's and service's good quality. As a result, the company chairmen grew up unenamored with the project and dedicated to the traditional storefront/warehouse marketing approach.
However, after meeting with MageSpecialist team, the company decided to put some more effort in the project by migrating all the pre-existing platform to Magento CE, and opening a new shop, called Tapis Roulant Store (www.tapisroulantstore.it) intended to reach a more nation-wide market with a different, less localized brand.
The key nodes of the project were increasing usability and system performances, since the site was supposed to generate a big amount of incoming traffic through pay-per-click advertising and SEO strategies.
So, simplicity of use, a fancy presentation of products and a strong, easily recognizable layout/color scheme were conceived, and the project's developement begun.
Tapis Roulant Store was launched in in fall 2009. Shortly after, followed his “twin” site, Tutto per il Fitness, which was completely converted from its previous version to Magento.
The two sites shared the same Magento database and backend, but sported different frontends and catalogs, as long as different brandization of products and price lists.
However, after meeting with MageSpecialist team, the company decided to put some more effort in the project by migrating all the pre-existing platform to Magento CE, and opening a new shop, called Tapis Roulant Store (www.tapisroulantstore.it) intended to reach a more nation-wide market with a different, less localized brand.
The key nodes of the project were increasing usability and system performances, since the site was supposed to generate a big amount of incoming traffic through pay-per-click advertising and SEO strategies.
So, simplicity of use, a fancy presentation of products and a strong, easily recognizable layout/color scheme were conceived, and the project's developement begun.
Tapis Roulant Store was launched in in fall 2009. Shortly after, followed his “twin” site, Tutto per il Fitness, which was completely converted from its previous version to Magento.
The two sites shared the same Magento database and backend, but sported different frontends and catalogs, as long as different brandization of products and price lists.
The CE version used at for the first installment was 1.3.1, later upgraded to 1.4.0.1, and recently (in late 2011) upgraded again to 1.6.0.
The store features several customs such as:
The first version of the site debuted online in 3 months in late 2009.
Then followed another version with slight restyiling and some custom features addes.
Finally, in late 2011, both Tapis Roulant Store and Tutto per il Fitness undergone a heavy restyling, coincident with a major system upgrade from CE 1.4.0.1 to 1.6.1.0.
These interventions dramatically improved the performances of the two sites, thanks both to custom templating tweaks and server-side optimizations (they are both running on a dedicated VPS server).
The store features several customs such as:
- Installment payments system through external gateway
- Product contact forms
- Advanced slider system with image buffering to speed-up load times
- CMS enhancement to manage news
- Third-party newsletter integration (MailChimp)
- Integration with Omikron's FACT-Finder® conversion engine
- Several custom product attributes to display special banners and product characteristics
- Category products compare system
The first version of the site debuted online in 3 months in late 2009.
Then followed another version with slight restyiling and some custom features addes.
Finally, in late 2011, both Tapis Roulant Store and Tutto per il Fitness undergone a heavy restyling, coincident with a major system upgrade from CE 1.4.0.1 to 1.6.1.0.
These interventions dramatically improved the performances of the two sites, thanks both to custom templating tweaks and server-side optimizations (they are both running on a dedicated VPS server).
The main challenge in the project was to strategically advicing the Client so to guide them to constantly improve their business thanks to Magento powerful conversion-oriented tools.
To reach this goal, MageSpecialist team worked in close contact with the Client in each step of the project's developement. Each and every new feature which could have made benefits to the store's revenue was suggested to the Client, cautiously evaluated, and eventually implemented in the two stores.
This resulted in a strategically advantage over competitors, in a very crowded marchet niche, and determined the success of the two stores during their businesses, and especially during the last year.
The guys at Tutto per il Fitness were extremely satisfied of the continuing connection with MageSpecialist team, and of seeing their business grow day by day.
In the 2 and a half years since Tapis Roulant Store was first published, the Client saw its online business increase from a few thousands Euro (pre-Magento) to 1 billion Euro in 2011. Their goal is to reach and consolidate a revenue of 1,5 billion Euro in 2012.
Magento dramatically increased the conversion rate of Tutto per il Fitness online stores, bringing Tapis Roulant Store to be a leading brand in the e-commerce of fitness & home gym products in Italy.
This was made possible by Magento powerful SEO tools, further improved by working in close contact both with a specialized SEO/PPC advisor, and by its incredible performances. Also the product specificity took advantage of Magento user-friendly backend interface allowing the Client to take care of the littlest details in presenting the product: something the final customer showed to care about a lot when making decisions about buying online such products.
To reach this goal, MageSpecialist team worked in close contact with the Client in each step of the project's developement. Each and every new feature which could have made benefits to the store's revenue was suggested to the Client, cautiously evaluated, and eventually implemented in the two stores.
This resulted in a strategically advantage over competitors, in a very crowded marchet niche, and determined the success of the two stores during their businesses, and especially during the last year.
The guys at Tutto per il Fitness were extremely satisfied of the continuing connection with MageSpecialist team, and of seeing their business grow day by day.
In the 2 and a half years since Tapis Roulant Store was first published, the Client saw its online business increase from a few thousands Euro (pre-Magento) to 1 billion Euro in 2011. Their goal is to reach and consolidate a revenue of 1,5 billion Euro in 2012.
Magento dramatically increased the conversion rate of Tutto per il Fitness online stores, bringing Tapis Roulant Store to be a leading brand in the e-commerce of fitness & home gym products in Italy.
This was made possible by Magento powerful SEO tools, further improved by working in close contact both with a specialized SEO/PPC advisor, and by its incredible performances. Also the product specificity took advantage of Magento user-friendly backend interface allowing the Client to take care of the littlest details in presenting the product: something the final customer showed to care about a lot when making decisions about buying online such products.
Quotes
“One of our best Clients in time, Tutto per il Fitness gave us people at MageSpecialist the opportunity to confront ourselves with a vaste array of different matters in implementing a performing and top-selling marketplace based on Magento. Their satisfaction is also ours, because we both saw Tapis Roulant Store grow to be a state-of-the-art e-commerce website, and yet has room for many improvements in the days to come.”
Tommaso Galmacci
Project Manager – MageSpecialist.
“The guys at MageSpecialist first told us of Magento amazing capabilities when we was most deluded from our previous experience in e-commerce. We decided to gave them a chance and were prized for sure: today our Tapis Roulant Store scores as one of the most successful e-commerce marketplaces for fitness & home gym products and a reference point for many customers and competitors alike.”
Stefano Donadio
Marketing & Sales Manager – Tutto per il Fitness s.r.l.
The Companies
MageSpecialist
MageSpecialist is an Italy-based company born from the project of a team of professionals in the world wide web and information technology fields.
They had the opportunity, in a professional career spanning several years, to try a vast array of diverse e-commerce solutions, both open-source and commercial.
No one of these solutions had the same power, flexibility and consistency of Magento, which resulted in the company specializing vertically in providing complete e-commerce solutions based on Magento.
Tutto per il Fitness s.r.l.
Tutto per il Fitness s.r.l. Is a leading Italy home gym & fitness company.
Its mission is to carefully select only the best products between threadmills, spin bikes and the like, and offer them at a competitive price.
Additionally, contrary the vast majority of Internet e-commerce dealers in the field, the staff at Tutto per il Fitness supports totally its customers both before and after the purchase, providing spare parts, technical assitance, and all-round customer care. The whole service is dedicated to achieve total customers satisfaction.
