Deploying a unified omnichannel strategy with Body Energy Club
Create a seamless, consistent, and memorable customer experience at every touchpoint, both online and offline.
Body Energy Club (BEC) is a chain of stores specializing in health products, supplements, and smoothies, with 19 stores currently located in Canada (13 in Vancouver) and the United States (6 in various cities). The company operates under a mixed corporate and franchise model and currently uses several non-integrated systems depending on the region.
Following the success of Phase 1 (complete redesign of the Shopify site in June 2023), BEC asked Axial to roll out Phase 2: the implementation of a comprehensive omnichannel strategy enabling a unified 360° customer experience. The ultimate goal: to create a seamless, consistent, and memorable customer experience at every touchpoint, whether in stores, on the website, or on the mobile app, allowing customers to freely choose their preferred channel of purchase.
Technical challenges
01
Harmonize different systems.
02
Seamlessly integrate all technology partners.
03
Merge web and in-store loyalty programs into a centralized LS solution.
04
Manage multiple time zones for transactional data.
Organizational challenges
01
Coordination with multiple external suppliers.
02
Migrate customers to the new loyalty program.
03
Communication claire pour éviter la confusion lors de la transition.
OUR SOLUTIONS
Following the complete redesign of the website and the connection of the product inventory between LSretail and Shopify, the next step was to align all technology partners around a common vision and completely map the interactions between systems to ensure seamless integration.
- Align the various stakeholders towards the same development direction and completely map the interactions between the different tools in the ecosystem to ensure a comprehensive process.
- Analyze and merge the two versions of the loyalty program, web and store, into a single centralized LS solution.
- Ensure clear and effective communication to facilitate the customer journey in the migration to the new loyalty program.
- Develop a cross-platform web and mobile UX-UI to ensure smooth and understandable navigation.
- Enrich Klaviyo automations with omnichannel behavioral data for optimal marketing personalization.
“The Body Energy Club project represents the essence of what we love about Axial: a major technical challenge that pushes us to mobilize all our expertise, from business strategy to complex integrations. Orchestrating the synchronization of four different ecosystems—LS Retail, Shopify, Klaviyo, and PowerBI—while managing time zones, APIs in development, and 227,000 customer profiles requires much more than technical skills. It takes a big-picture view, constant adaptability and, above all, an exceptional client team like BEC’s, which shares our passion for innovation and understands that true digital transformation is built together, iteration by iteration.”
Diane Nadeau, Business Strategist – Digital Solutions
Extent of work
Business and digital strategy
- Business strategy
- Web strategic planning
- User research
- UX/UI design
- Workshops and training
Development
- Technology analysis and selection
- E-commerce website development
- Systems integration
Optimization and marketing
- SEO audit et optimization
- Email marketing
Project management
- Project planning and management
- Stakeholder management
- Agile coaching and change management
