Sportsgirl is Australia's leading fashion retailer for young, trend conscious, fashion focused women. In 2007 Citrus created a new branded eCommerce experience for leading youth fashion retailer Sportsgirl as it looked to capitalise on the growth of online retail spending and drive sales outside its 100+ national store network. The site elevates Sportsgirl’s brand through a premium online retail experience which offers consumers a fun, exciting place to shop with the biggest range of clothes, accessories and cosmetics.  Targeting a broad generation of Sportsgirl customers (14 – 30), the site is designed to bring alive the in-store experience - whether it be shopping for something specific or wanting to feel inspired by the latest summer trends.

The site has been created to make Sportsgirl’s customers very comfortable with the online shopping experience, and give them access to product that is either not available in-store, or available first online. If shoppers are after something specific, they can very quickly find what they’re looking for in the ‘shop’ section which features the full range at its very best. It’s the destination to buy an item that you may not be able to find in-store. Or if they’re keen to browse and are looking for inspiration, there’s a ‘style me’ section which has a range of tips on what to wear, how to creatively put items together and must-have pieces. To ensure the new Sportsgirl website was a success, Citrus employed its unique strategic planning process that identified the key business, brand and consumer requirements that were necessary to address upfront before the site development commenced. This then enabled Citrus to apply a unique creative layer to the website that is on brand and creates long-term affinity and loyalty. The eCommerce functionality and site usability is world-class, built on the models of leading global retail websites. 

Citrus will also develop and manage a comprehensive relationship marketing program for Sportsgirl which will involve data capture at all key touch points, including the new website, email, social networks, mobile, catalogue and the physical stores. Automated trigger-based emails will be part of a wider communications plan that will focus on driving brand engagement and customer conversion.

As one of the largest and biggest retail brands in Australia, Sportsgirl is blazing the trail in terms of an eCommerce-enabled site that is a real showpiece for the brand. The site not only offers a well crafted shopping experience, but reinforces the Sportsgirl brand as the fashion leader that makes it fun.

In 2009, the website socialised this offering to allow girls to share, converse and contribute to a fledging community which deepens the engagement between the consumer and the brand. Traffic has consistently increased to the site as a result of ongoing SEO, email marketing & social media activity. Citrus has delivered an array of digital marketing services since 2007 including ecommerce, eCRM, Mobile commerce, Augmented Reality and systems integration.

“We specifically partnered with Citrus because of their strategic approach to the project. We knew that the online environment, if executed appropriately, could respond to the critical success factors we identified: sales growth, the ability to interact and play with the brand, and developing an emotional connection to the lifestyle needs of our customer. The Facebook link is a great example of Citrus’ ability to understand or vision for the site”.  Elle Roseby, CEO at Sportsgirl.