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Brief
As one of the UK’s leading weight loss programmes, LighterLife were looking to provide a further step into the LighterLife world for end consumers, and the development of an ecommerce website was this step.
This website was to continue the overall LighterLife brand, whilst also integrating with SAP Business One for product information and processing orders, whilst also integrating with the eCRM application
Strategy
A franchised business, LighterLife operates with a base of hundreds of counselors, running LighterLife groups around the country. These counselors distribute the food related merchandise from LighterLife, having ordered them from the counselor extranet, also supported by ePages and big: group. The strategy thus was to leverage the existing infrastructure, whilst providing a more consumer focused website experience.
Execution
2009 saw the launch of the LighterLife Counselor ecommerce platform, which brought together the ePages ecommerce application with SAP Business One to deliver a portal for online sales and account information utilized regularly by the counselor community.
Alongside this sat the consumer facing marketing website, which provided information about the organization and the programme, but which directed consumers straight to counselors. The overall style of this consumer website was mimicked to ensure a familiar user environment, whilst bringing in ecommerce tools from the counselor portal, and thus existing infrastructure help keep the costs of delivery to a minimum, whilst delivering a fully integrated experience across the organization.
ePages became the core of the website platform, receiving product information from SAP Business One through a series of data pushes, whilst also giving content management tools to LighterLife so that they are able to vary the promotional messages they wish to display on the website.
The multi-currency functionality within ePages, along with some bespoke developments to fit with LighterLife’s delivery process, meant that UK and Ireland consumers could purchase merchandise within a matter of days, ordered within their local currency.
Results
The first foray into consumer facing commerce has been well received, by both the consumer and counsellor audiences, and is providing LighterLife with the opportunity to expand their existing business.
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