Jordan Lindstrom, CEO of BuyJumpRopes: “We had this amazing capacity to sell all kinds of ropes but we had no web solution that could visually represent all those options.”

“We saw an increase of 50% on our sales for customized jump ropes.
It’s really been great.”

Staying in shape has never been easy. The secret is finding an activity that is fun and rewarding for your mind while keeping your heart rate up and expanding your lung capacity. In many ways, jumping rope is the perfect exercise for body and spirit. That’s why you’ll see them at kickboxing gyms, Crossfit studios, schoolyards and public parks everywhere.

While health-conscious businesses represent a $4.2 trillion and rapidly growing sector in the retail landscape, BuyJumpRopes was way ahead of the curve. More than 20 years ago, they determined to be the top name in high-quality, durable and colorful jump ropes. Their secret is in beads.

Beaded jump ropes protect the cord and make the rope last much longer. The weight also helps the jumper better control the rope and build muscle faster. In giving customers the options to design the perfect jump rope for their lives, BuyJumpRopes was ahead of its time there as well. They were a very early proponent of customization for elements like beads color, thickness, cord material and handle construction.

The only problem BuyJumpRopes had was that customers couldn’t always visualize the final results. They could choose from a list of options, but that’s not the same as seeing what the actual rope will look like at the end of it all.

Customization and Commitment

Jordan Lindstrom, CEO of BuyJumpRopes, explained, “We had this amazing capacity to sell all kinds of ropes but we had no web tool that could visually represent those options.”

The team realized that a jump rope, like many other types of exercise equipment, can fade into the background unless customers are committed. That’s where customization comes in. There is plenty of scientific research that links customization with emotional involvement. People often express pride in items that they helped to design. A normal jump rope can be a great tool but a made-to-order jump rope can be a friend for life.

Customization is a win-win in that customers are happier with what they buy while the company sees greater brand loyalty. Research by Accenture found that 91% of consumers are more likely to shop at a site that gives them personalized options.

Along the same lines, Deloitte reported that when customers form an emotional connection with a brand, more than 90% come back for more and recommend it to their friends. That emotional connection can mean everything in a crowded online market where distractions are never more than a click away.

With a concern for customer satisfaction and an eye on growth, Jordan asked his web developers to find him the best online customization engine. They answered there was nothing on the market that could match Doogma.

Doogma Makes It Real

The Doogma configurator allows BuyJumpRope customers to makes changes on the site and watch them come to life in real time. Customers can choose the bead size, bead color, the arrangement of beads on the rope and a range of other options like the handle shape.

Once customers were able to co-create the perfect jump rope, BuyJumpRopes production shifted into high gear. Jordan said, “We saw an increase of 50% on our sales for customized jump ropes. It’s really been great.”

From energetic kids to professional competitive teams all around the world, the demand for jump ropes has been increasing ever since. Their latest experiment with Doogma is to allow individuals, businesses and organizations to personalize jump ropes by printing their own name and logo on the handle. With Doogma’s configurator, the customers can see the final version live before it goes into production.

“We are growing fast, supplying ropes for B2B, gyms, retailers, education.” Jordan said. “We are now better able to serve the need for customized jump ropes than anyone else in the market.”

Thanks to the personalization and customization options on their ecommerce site, BuyJumpRopes gives their customers a good reason to stay active, while the company itself enjoys a series of leaps in performance.

Key Takeaways:

  • BuyJumpRope is a long time leader in customized products. By improving the experience and letting users see exactly how the final product will look in their own colors, the company increased sales of custom products by more than 50%
  • Jordan asked his web developers to find him the best online customization engine. They answered there was nothing on the market that could match Doogma
  • There is a huge opportunity in the sports and fitness market for customized and personalized products