Chroma have been retained by Brandhandling to develop the website and devise and deliver online marketing materials for revolutionary new fitness shoe brand, FitFlop.
FitFlops are flip-flops with a gym built in. They are footwear with a difference - not only are they comfortable, they help their wearers tone as they walk with the inclusion of micro-wobbleboard technology in the soles. Since their launch in 2006, the initial FitFlops range has been expanded to include more sandals, clogs and boots for colder climes!
The FitFlop website was created from scratch with no brand assets beyond a logo, some very well written copy and a handful of product shots. From this humble beginning Chroma have built a sector-defining website that offers a shoe browser offering a range of user controls to allow zooming, colour changing and send-to-a-friend options, a global stockist locator based on Google Map technology and incredibly popular user feedback tools. The product has taken off massively in the UK and US and as a result the site's hosting solution has had to cope with the effects of exposure on Oprah Winfrey, Time magazine and The Mail on Sunday.
Chroma have also helped to drive traffic to the site and raise awareness of the product with the development of email marketing campaigns aimed at consumers and retailers around the world.
See where your nearest stockist is at www.thefitflop.com
Key features of this project are:
Google Maps integration - Chroma evolved a 'Find my nearest stockist' global locator that uses Google maps to show the position of the six nearest stores to any geographic location entered by a user. The store locator features a powerful administration backend where stockist details can be managed. More about Google maps integration
Flash shoe browser - The site's shoe browser enables users to quickly view available styles and zoom in on large images to see all details of the shoes. It also allows users to access information about the styles and to alert friends to the shoe through a send-to-a-friend function.
Easy-to-use custom CMS - The site is built on the ChroMaS CMS platform developed by Chroma enabling easy updates to articles, store locations and management of user interaction. More about Chroma CMS
Email marketing - Chroma manage FitFlop's email marketing activities consisting of initial recipient subscription through to the design, coding, testing, delivery and reporting of consumer and retailer email newsletters. More about email marketing
User interaction tools - FitFlops success is evidenced by the huge number of customers who have signed up to receive newsletters and the scores of wearers who write glowing reviews of the products on a daily basis. These wearer reviews are uploaded through the website and responded to and published by the CMS administrator.
Robust and scalable hosting platform - During the summer of 2008 the website had a spectacular rise in daily visitors. Chroma's hosting solution enabled this to be achieved comfortably and large bursts of activity created by media interest or newsletter broadcasts can be catered for.
CGI animation - Key to the FitFlop's success is the unique technology used to manufacture the soles. To explain this process Chroma created a CGI rendered animated movie that showed the cutaway shoes and their manufacturing process.
We believe successful digital products COMPEL, ENTERTAIN and INTERACT. We have forged an impressive reputation in the digital world by ensuring our products are structurally robust and technically able to reflect those core values. More
