NZ Muscle

19.97% Increase in Ecommerce Conversion rate
5.64% Transactions increased
29.67% Average session duration increase
16.44% Bounce rate decrease
29.67% Pages per session increase

The
Project

Platform

Adobe Commerce

Services

UX/UI & CRO

Data

Digital Marketing

SEO

Strategy

Development

NZ Muscle is a true grassroots New Zealand business that has grown into a leading sports nutrition and supplement manufacturer and retailer. From humble beginnings in 2006, operating out of founder Dion's garage, NZ Muscle's first shop opening in Auckland in 2009 and now we have four stores across Auckland.

The team at NZ Muscle partnered with Overdose. to develop an integrated, omnichannel digital offering on Adobe's Magento Open Source. Tasked to deliver an intuitive, personalised shopping experience for their discerning and loyal customers, across channels, all whilst continuing to test and refine new innovative eCommerce models, brands and offerings.

View website

integrations

The NZ Muscle site is integrated with Vend for the bidirectional flow of inventory, product and pricing data, and boast a handful of selected plugins to aid user experience and accelerate the path to purchase. For example, the site leverages Nosto to produce AI-generated product recommendations with cross-sell and upsell optimisation, advanced search & merchandise capabilities through the implementation of Algolia, and integrated reviews and UGC through Stamped.

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Challenges  
+ Solutions

Challenge 01

Adobe Commerce Magento 1 End of Life

The rapid rollout of the new Adobe Commerce Magento 2 instance, due to Adobe Commerce Magento 1 end of life. In order to meet the ambitious deadlines, we launched the new NZ Muscle site with an MVP followed by a series of ongoing iterations - prioritising the development of different features as we continue to provide daily tech support.

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SOLUTION

We segmented the development of the M2 into phases, completing the tasks with top priority first, and then pushing different features and tasks live in phases as determined by their importance through a series of ongoing iterations. This approach allowed us to effectively mitigate a significant operational risk of staying on an unsupported platform past its retirement.

Challenge 02

Information Architecture & Navigation Structure

The previous site's menu was cumbersome and difficult to navigate on both desktop and mobile, due to a single menu hierarchy and no uniform category or product structure. Onsite analytics indicated this was a major barrier to conversion and stakeholder interviews revealed this majorly impacted overall satisfaction with the NZ Muscle online offering, a stark contrast to the brilliant in-store experience NZ muscle is renowned for.

SOLUTION

After undertaking comprehensive keyword and user behaviour research, we devised a refined information architecture and optimal navigational structure for an intuitive user experience across mobile and desktop devices with a prominent AI search module. Users can easily navigate to the appropriate products they require, be it via brands, categories, body goals or through Search.

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Challenge 03

Constantly shifting market demands

The huge range of products NZ Muscle offers as makes it difficult to constantly be updating and monitoring top sellers, both in general and by brand. Because the range is so large it's difficult to offer customers a unique personalised browsing experience based on what products they are constantly revisiting the site to purchase.

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SOLUTION

Using Nosto we were able to dynamically produce "best seller" product lists, this helps users purchase what is most popular. We are also able to create AI-generated recommendations for each individual category and brand. Utilising the full Nosto experience we can include widgets into EDM campaigns and automated flows such as Abandon carts, this allows us to include products they abandone.

Challenge 04

SOLUTION

Challenge 05

SOLUTION

Challenge 06

SOLUTION

CLIENT
LoVE

"In a fiercely competitive industry, we strive to offer a standout digital offering to fully engage our customers with a multi-channel digital strategy. Ecommerce has always been at the core of our business strategy and aligning with strong digital partners to facilitate making these plans a reality. Partnering with Overdose. and Adobe's Magento Open Source has helped to broaden our digital framework and enabled us to explore new opportunities and efficiencies."

Dion Roosenbrand, Founder
NZ Muscle