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Inspired by the mountain and the wave since 1990, ROXY creates first-of-its-kind products that strike the balance between style, performance, and femininity. Celebrating the empowerment of women in action sports through their accomplished portfolio of female athletes, ROXY invites women worldwide to “Make Waves. Move Mountains.” Today, ROXY is a call to action for all women and dreamers to feel beautiful and strong in their own skin. It’s about shooting for the stars and lifting up others so that they can do the same.
Roxy is one of seven brands under the Boardriders umbrella. The leading action sports and lifestyle company has a presence in 56 countries, an extensive online network spanning 35 ecommerce platforms, and a fleet of over 570 stores globally.
In 2020, the Boardriders organization set its omnichannel strategy with the overall objective of delivering a seamless customer experience across all channels. Among the initial priorities was the global consolidation of its technology infrastructure, starting with its order management system. After a quick evaluation, NewStore was selected due to its modern and flexible architecture, capable of supporting an expanding portfolio of brands across numerous countries.
A year later, having fostered a strong partnership with NewStore, Boardriders made the decision to launch a mobile shopping app with NewStore for its ROXY brand. The NewStore app solution was an ideal match for ROXY, primarily because of its rich content and loyalty features that perfectly aligned with the company’s goal to deepen its brand image and cultivate a community of superfans. Furthermore, with integrations into Salesforce already in place, NewStore offered an expedited time-to-market, enabling ROXY to capitalize on the upcoming holiday season traffic.
“Prior to our collaboration with NewStore, we had our Boardriders Club native apps which, despite their loyalty features, lacked comprehensive shopping capabilities and wider adoption. These apps were also custom-built, making them quite challenging to maintain. However, the introduction of the NewStore Shopping App and NewStore Studio has been a game-changer for us. It not only provided a full app management back office system to effortlessly handle app content but also integrated advanced shopping features. This transition has significantly streamlined our processes, enhanced our app’s functionality, and has been instrumental in delivering a more holistic and engaging shopping experience to our customers.”
— Nur Ghossien Martin, Manager, Omnichannel IT Projects, Boardriders
Before partnering with NewStore, Boardriders relied on custom-built native apps, dubbed Boardriders Club apps. However, they were not easy to maintain and lacked the features the organization needed to drive adoption and elevate its brands. Nevertheless, the company saw the potential of this channel, particularly in terms of driving conversion, fostering loyalty, and boosting content engagement. These benefits stem from a variety of compelling features found exclusively in more innovative apps, such as image lookbooks, video lookbooks, and more, which are not present in other digital channels.
In anticipation of Black Friday and Cyber Monday 2021, ROXY went ahead and launched its ROXY Club app with NewStore in France and the UK. The company adopted a focused marketing approach to drive traffic to this new channel, which involved deploying smart banners on the brand’s most frequented mobile pages to prompt customers to download the app. Moreover, ROXY implemented app-exclusive promotions, offering customers access to Black Friday deals solely through the app.
Following the holiday season, ROXY’s app promotional strategy included dedicated CRM campaigns, customer communication at key touchpoints, a website ticker, exclusive content, and various other online and in-store initiatives. These collective efforts were aimed at attracting and growing app users and showing them an all-new ROXY shopping experience.
The ROXY Club App has proven to be an effective channel for acquiring new customers. An analysis of the app’s performance over a 3-year period, starting from its launch in 2021, found that 60% of customers had never made a prior purchase on the company’s website. These shoppers were directed to the app through the website’s smart banner, highlighting its efficacy as a bridge to get website visitors to download the app and make their initial purchase.
The app isn’t just attracting new customers, though; it’s also transforming existing brand fans into superfans. When comparing app user purchase behavior to that of website users with similar shopping habits, ROXY found that those who have migrated to the app typically spend 83% more. This enthusiastic reception is further echoed in the app’s impressive 4.8 star average rating, underscoring the positive experience users are having. In other words, the app is helping ROXY maximize the lifetime value of its customers, thanks to the overall better shopping experience it provides, including stunning imagery, engaging video content, simplified navigation, and many other innovative features.
This is just the beginning for the ROXY Club app. Initial achievements in France and the UK, along with NewStore’s ability to quickly scale the experience to new countries, have led to the launch of app storefronts in additional markets including Germany, Spain, Italy, Switzerland, and the Netherlands, with the company envisioning even more growth on the horizon.
