In yet another ‘New Zealand Innovation to the World’, True Kit design and manufacture a category-leading inflatable boat that are taking the world by storm.
A True Kit boat is not like any other, and as such the experience we needed to create had to communicate why customers should opt for a True Kit over the competition.
The problem
True Kit had started their journey on Shopify, with a theme implemented by the founder many years ago.
Whilst it had served the business well, and saw significant growth in sales and brand interest across New Zealand, Australia and the US, it was no longer giving customers all the information they needed, in a digestable way, to make a purchase.
We started our journey with a need to build a new website for our US market. Having been on Shopify for more than 8 years, we felt no need to change our platform, but we needed a new store with a fresh look that would accurately reflect our brand.
Given True Kit have no other sales channels including stockists, the site needs to work hard to give customers the information they need, when they need it, without overwhelming them.
Early-stage buyers want to be inspired with aspiration content, mid-stage buyers want to know the specifications and more specific details, and late-stage buyers wanted to know freight timings, import costs and warranty information.
The catch? We needed to be up and running for the US Summer period, as this is the biggest sale time for the business.
The solution
Pocket Square worked with the True Kit team to understand what customers at different stages of the purchase journey needed to know to make their purchase decisions.
"During the submission phase, Lance was very proactive in answering our questions," says Rod Dawson, founder of True Kit, "We felt comfortable choosing Pocket Square as our partner for this new venture."
Using this information alongside customer research, site heat mapping and other data sources, Pocket Square recommended a theme from Shopify’s theme store that would get us 80% of the way there, helping us achieve that all-important summer sales period into the US market.
Our preferred option was to develop a Shopify customised theme that we could modify as needed to tell our True Kit story and portray our unique products. Lance and the Pocket Square by Fusion5 team embraced our vision, demonstrating responsiveness and flexibility to our needs and wishes.
Our design team worked to implement an aspirational yet detailed UX journey catering to the different buyer stages and customer personas, using content specifically created for the new site instance.
We then designed specific pages like “Why True Kit” that helped communicate True Kit’s unique value proposition over the competition.We also worked with True Kit to move them to Shopify Plus, unlocking expansion stores, checkout extensibility and other Plus specific features needed to further drove growth globally.
The result
Following a successful launch, the new Shopify Plus site instances cater to all of True Kit’s customer personas and buyers at different stages, resulting in better site performance, brand affinity, and revenue.
From the initial consultation to the final launch, their team demonstrated exceptional expertise and professionalism. They took the time to understand our brand, our products, and our customers, and translated that understanding into a website that truly represents True Kit. The design is sleek and modern, while the navigation is intuitive.
Launching on Shopify Plus is just the beginning and we now continue our journey working with True Kit to drive increased growth both domestically and internationally through personalisation, CRM, and other strategies.
"We are very happy with the final outcome and expect it to help drive sales and conversion rates as we push into new markets," says Dawson, "Thanks to Pocket Square by Fusion5, we now have a website that not only looks fantastic but also functions perfectly, helping us reach and engage with our customers more effectively."
We are thrilled with the new website developed by Pocket Square by Fusion5. As a business that prides itself on providing high-quality, portable, inflatable catamarans, we needed a website that not only showcased our products beautifully but also provided a seamless user experience for our customers. Pocket Square by Fusion5 exceeded our expectations in every way.
Rod Dawson | Founder of True Kit
