Bondi Active

The Client

Discover Bondi Active‘s eco-friendly and community-inspired activewear. Designed for the active Bondi lifestyle, our range for men and women is not just stylish but also environmentally conscious. Join us in celebrating wellness, fashion, and the spirit of Bondi Beach.

The Brief

Bondi Active approached COG Branding with a brief to create a tactical and strategic environment between both retail store and online store through website development brand art direction and a full digital marketing service suite.

The brief focused on creating an omni-channel environment to manage the brand touch points and eCommerce trading strategically. With retail outlets in Sydney and Bondi Beach, the strong Australian focused brand flavour via the quintessential Bondi Beach would need to be pushed through onto each digital platform and brand touchpoint.

The attraction to grab a piece of the eastern suburbs exclusivity for tourists and locals alike is strong. With tourist customers often becoming online customers before and after their visit to Bondi Beach, the synergy between physical and virtual needed to be strengthened. 

The Solution

A comprehensive and strategic method was employed to develop an omni-channel strategy for retail and virtual eCommerce trading. This approach encompassed a variety of factors, including retail and virtual trading seasonality, customer behavior tracking, targeting and acquisition, brand asset creation, and digital marketing strategy.

By analysing data across multiple calendar years for both retail and virtual trade, we gained crucial insights into the dynamics between customers and product sales. These insights were derived from extensive research involving physical store analysis as well as online traffic and data studies.

Retail store datasets provided invaluable information, such as demographics, customer origin, time and date of visits, travel reasons, visit purposes, store visit frequency, and details on product purchases and styles. This granular data allowed us to refine our online eCommerce strategies effectively.

Our digital and eCommerce strategies were integrated with the above approach, enabling us to create and continuously improve a synergistic method throughout both southern and northern hemisphere summers. The insights revealed that achieving a perpetual summer trading strategy for Bondi Active was a crucial element of this successful omni-channel approach.

With the expertise of COG Branding in eCommerce and Digital Marketing, and COG Branding in Brand Management, Art Direction, and asset creation, we executed a comprehensive, long-term strategy that was fully integrated across all channels.

The Results

We expanded our global online sales reach to 44 countries, achieving a consistent 200%+ return on ad spend (ROAS) for two consecutive years.

COG Branding fostered a seamless integration between retail and online customer experiences, resulting in over 30% of in-store shoppers transitioning to become online customers after their initial store visit.