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Absolute Design
Magento - Business Solution Partner Adobe Solution Partner
Key Results
Desktop conversion up
Mobile revenue up

A Magento 2 website providing full automation of the hire account validation process.

A bespoke M2 design and build, featuring integrations with Exact, GoCardless, DocuSign and SagePay.

The Challenge

Founded in 2009, Indoor Sport Services provide professional quality fitness equipment for hire at home. Their aim is to allow anyone to achieve better training consistency and build personal fitness that fits with their lifestyle. Whether you are an Olympic athlete in need of indoor training, a Rugby player in need of rehabilitation, or simply a home user looking to build up your fitness, Indoor Sport Services can provide a selection of products for hire.

Indoor Sport Services wanted to make significant changes to their website – in particular with regard to its mobile design and customer journey. Plus  ERP integrations to improve customer validation, onboarding and reporting.

The previous business model meant that Indoor Sport Services’ administration team had to undertake a large number of manual tasks to add new customers and orders to their outdated accounts system. Also, in order to hire equipment, a customer would need to pay a deposit, submit photo ID and address verification, set-up a Direct Debit agreement and sign a Hire Agreement document. All of which were done offline and the entry process alone (when all elements were submitted) could take up to 2 hours. Often customers would even send their identification and signed agreements in the post. Not only did this add additional time to the dispatch of the items, it meant further admin overhead.

Absolute had already developed the Again Faster website for Indoor Sport Services, which integrated with Exact – an online software solution that combines accounting and CRM. Indoor Sport Services were working to a strict deadline that would see all of their internal processes move from the ‘manual system’ to Exact, so it was key the ISS website was ready in advance of this move.

What we did

To begin with, we undertook a brand evaluation, then based on the findings, we redesigned the Indoor Sport Services brand to reflect the current market positioning. Then, following various UX discovery workshops, undertaken to enable us to fully understand the online hire process and break this down to reflect a optimised customer journey,  Absolute designed a fully-responsive Magento 2 website that was specifically optimised for mobile devices that answered and resolved many of the ‘pain points’.

The checkout process was modified to automatically select the most appropriate shipping method based on the items in the basket. These ‘subscription’ products were then sent to Exact, along with an administration fee as separate SKUs. Therefore each delivery could be identified when importing into the ERP and differentiated from the product itself, which underwent repeated hire transactions.

Following a successful initial payment, the customer is transferred to the Magento ‘Account area’ which Absolute heavily custom developed to allow for applicant validation.

This allowed the user to step through the process with the ability to return at any time. The new online process also included the submission of address and photo ID, which is either uploaded directly via the browser or taken using the device camera and stored in secure, off-site storage. In addition, the customer can set-up their own Direct Debit Mandate using GoCardless and finally sign an automatically generated hire agreement using DocuSign.

Once all steps are complete, the Indoor Sport Services administration team receive notification and can check all submitted documentation and mark as approved to instigate the dispatch of the goods. This has meant the administrative process that could take weeks has been reduced to just minutes.


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