TrueAction forays into international online commerce with Peak

04 Mar '10

2 min read

TrueAction, a GSI Commerce company announced the expansion of its portfolio into international markets with the redesign and launch of Peak Performance's online store. Peak Performance is the largest sportswear outfitter in Sweden and one of the 11 fashion apparel brands of IC Companys, a worldwide designer and seller of men's and women's clothing.

The launch marks TrueAction's first foray into international online commerce, an effort intended to complement its U.S. client portfolio. TrueAction leveraged Peak Performance's history and reputation as the leading Swedish sportswear outfitter to imbue the newly redesigned site with the “expert friend” persona, giving customers a more fluid, friendly, and effortless online shopping experience. Other features of the new site include:

• Instant color switching of product at zoom-level view
• Embedded video content to leverage sponsorships
• Family page color swatching
• Horizontal family page layout
• Flexible layout to accommodate translation for localized global sites

“The redesign of Peak Performance's shopping experience has been an excellent complement to one of our most successful brands,” said Jesper Arvidsson, e-commerce manager at IC Companys in Denmark. “General reaction has been very positive and we are excited to see that turn into more success for the channel.”

The Peak Performance shop redesign is in part based on the concept of reflex marketing, a term coined by TrueAction to describe the understanding of what turns users' attentions into actions – actions that grow brands, drive revenue, and deepen relationships. Through the proper balance of TrueAction's strategy, visual design, measurement, media, technology, and usability services, the company has positioned itself as a comprehensive solution to a constantly evolving digital marketplace.

“Offline fashion brands and online commerce are now past their adolescence,” said Dorian Sweet, vice president and executive creative director of TrueAction. “Our goal was to extend Peak Performance's brand equity through appropriate use of copy, functionality, and design to elevate their product promise and drive sales.”

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