BRANDS
Addressing brand needs Over the last 12 months, Muuvr has launched feasibility studies to understand if it was going to be worthwhile.
“When talking to the brands we realised the issue that they have is that sport specific data is tracked by a platform they don’t have access to,” says Vickers. “As a result, they cannot combine someone’s activity data with their own
data.The data that Facebook and Google create for them is anonymised so they can’t connect with their athletes based on their activity data, they cannot deliver smart automations based on people’s sports. Basically, it’s not as personalised as the brand or athlete wants it to be.” “Brands also told us they want to enhance what they are doing digitally, but recognise that they aren’t software businesses and there’s been some huge failings from some brands that have really put people off substantiating their digital offer.” Vickers believes Muuvr has overcome this challenge. “We decided to create a product that connects brands and connects athletes to the things that were important to them.”
How it works
The user experience is simple to understand. The brand experience is slightly more nuanced.
“What we do for brands is enhance the traditional conversion funnel. ” explains Vickers.
“The e-commerce conversion funnel or even the bricks and mortar store retail funnel is pretty brutal, and anything you can do to support keeping potential prospects in that funnel has a really high value to any brand partner. So we’ve broken this down to: reach, engagement, conversion and revenue.” On reach, the hope is that the platform grows exponentially. “There’s some really cool features in there and a new app
category is exciting for athletes. We want to build a large, global community of millions of athletes and connect them, in a smart way, to the things they want and need.” For engagement, there are lots of opportunities for brands to
interact with their users. “They have email, Facebook, TikTok, X and Instagram. All of those engagement platforms are limited in terms of what is possible,” explains Vickers. “We want Muuvr to be a place for brands to play with
athletes in the most functional, meaningful way, in that they can get involved with the athlete as they’re actually active. Any brand can create challenges and competitions, similar to Strava, without the hefty price tag. They can then reward users with rewards such as access to limited edition products for completing the challenge.
44 | March 2024
“We also give brands the opportunity to interact with their audience in the traditional ways with video, long form, short form, image content, whatever they want to do.” Muuvr has also developed a
new category of endurance sports advertising called Athlete Journey Management. This uses health and activity data to inform the delivery of targeted content to enhance conversions.
“Right now on Facebook or Google a user is targeted using
market signals, these signals are usually caused by a search for ‘bike helmet’ or ‘cycling gloves sale’,” says Vickers. “With Athlete Journey Management, we can say to brands, ‘this user needs a new pair of shoes because they have had this pair for 300 kilometres. Their shoes will fail at 500 kilometres’, so you’ve got 200 kilometres left in which to impress’. “We have detected a market signal here before Google and
Facebook so we sit in this sweet spot. We know the user needs something before they know they actually need it. As a result, we can really assist with conversion. “From a traditional e-commerce perspective, once you’re out the funnel that’s it. Forget that user. So we’re hoping that this keeps users in the funnel and that it supports conversion . “Even the smallest impression on conversion can make a massive difference on the bottom line. Changing the conversion rate from 1% to 2% is a 100% improvement straight on the bottom line and that offers huge value.” For any brand increasing revenue will be one of priorities. Essentially, the Muuvr app is another opportunity for businesses to showcase their products or services “We’re a multi-vendor marketplace, similar to Amazon or AliExpress, for example, where there are multiple vendors that are selling their products and services in one place,” says Vickers.
“Users will be able to buy products and services with the credits I spoke about earlier [Muuvs] and that can be topped up with their normal currency. We would like to support brands to use this technology in a way that adds the most value to both us and to them.” For the athlete, downloading Muuvr appears to be somewhat of a no-brainer. For business, there are a number of benefits to be had. For Muuvr? The goal is a simple one. “Our long-term objective is for more people to be more active. That’s it,” says Vickers. “We’re trying to connect to as many brands as possible
to make this as successful as possible, because that helps us realise our vision. Our vision is a more active world, so that’s what we’re trying to do.”
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