How BRUNT finds the “sweet spot” for every product price with Intelligems

About

BRUNT Workwear is disrupting the workwear category by putting their customers first, and offers high-quality work boots, apparel, and accessories that are developed in partnership with the real experts — the men and women in the trades who get up and build this country every day.

Challenge

BRUNT wanted to grow its business in a profitable, customer-driven way

As an early-stage brand that deeply values the voice of the modern worker, BRUNT knew testing was essential for driving customer-centric growth. They also knew accurate testing data could help them continuously drive their priority of offering a best-in-class digital experience to their customers. The output of their tests helped inform decision making around pricing and personalization optimizations that both put the customer first and drove the BRUNT business forward.

To do all that, Ian Sweeney, BRUNT’s Product Manager, ran experiments with BRUNT’s existing testing software. However, he noted three significant limitations with their existing platforms:

• Unreliable testing data: With other testing tools, tests involving product prices required duplicate product pages with different prices. This meant that the test variables did not reflect across the rest of the website, undermining the integrity of the testing data.

• Manual, complex set-up: Setting up an A/B test through duplicate pages was unreliable, time-consuming, and unintuitive. This approach limited Ian’s ability to rapidly iterate and optimize at scale.

• Limited integrations: Ian wanted to see how different test groups impacted long-term product performance. However, other testing tools didn’t integrate smoothly with BRUNT’s main analytics tools, making it more challenging to track customer patterns over time.

At the end of the day, Ian needed an intuitive testing tool that would deliver reliable testing results and enable deeper data analysis. Fulfilling these goals would help him drive improvements to both the customer experience on BRUNT’s website and help drive continuous business growth. 

Solution 

BRUNT makes impactful, customer-driven decisions with Intelligems

Running A/B experiments with Intelligems provides Ian with the data he needs to increase conversions and drive overall business growth. Once he knows what price or experiment variation resonates best with BRUNT’s DTC customers, he can instantly update it.

Thanks to Intelligems, Ian has bolstered BRUNT’s e-commerce strategy to drive growth in three significant ways: 

• Reliable testing data at all times: Using Intelligems, Ian tests the impact on metrics like conversion rate, AOV, and units per transaction. For example, he increased conversions in a core accessories category by 22% after experimenting with adjusting prices.

• Impactful experiments with minimal lift: Setting up an experiment on Intelligems is quick and easy. And, with reliable test data, Ian identifies the right experiences to serve BRUNT’s customer and business needs.

• Seamless integrations for deep data analysis: Ian integrated Intelligems with BRUNT’s core analytics platforms to evaluate how products perform beyond the duration of each test. This helped him better collaborate with internal teams that could benefit from the analysis of his testing.

Beyond these notable wins, Intelligems’ suite of powerful testing tools enabled Ian to explore new ways to exceed customer expectations by driving towards a more personalized approach one test at a time. This included testing all parts of the BRUNT digital product funnel from the homepage all the way into checkout.

Results 

BRUNT offers data-optimized pricing to their discerning customers 

Intelligems supports Ian with the comprehensive testing capabilities and granular insights he needs to optimize every element of BRUNT’s website.

Together with the platform’s easy integrations, these features allow him and his team to make customer-centric decisions and personalize the shopping experience across the funnel — delivering both a better customer experience and sustainable growth for the brand across channels.

Moving forward, Ian is excited to use Intelligems to refine key aspects of the brand’s new product launches, reassuring customers that their voices matter.

“We’re a small team, but Intelligems has allowed us to grow like a large organization. I had never imagined I’d be able to test discounts or shipping rates all by myself and get the level of accurate, granular insights that Intelligems provides.”