Sweaty Betty has revamped its customer experience strategy with the roll out of chatbots and an omnichannel customer relationship management (CRM) platform.

The British activewear brand, which partnered with Sabio Group to implement the new platform, said that the use of integrated chatbots had enabled 35 per cent of support traffic to be managed through self-service; beating its initial target of 10 per cent.

It added that the platform has also helped support the company's customer service agents with better customer insights.

“The live chat wasn’t an afterthought,” said Fiona Lind, digital project manager, Sweaty Betty. “It was a strategic move to offer real-time solutions to customers and a building block to future-proof our service offering."

Lind went on to say that the company had "got more than what [it] bargained for" through the platform, with cost savings from "day one".

Sweaty Betty was bought by US company Wolverine Worldwide in a deal worth nearly £300 million in 2021.

The company, which opened its first store in London's Notting Hill in 1998, now has 73 UK stores and locations in Hong Kong and the US.

The UK brand was also recently launched on Marks and Spencer's dedicated sportswear website.

---