SerTop Splits STbands into Two Websites, Citing Branding Crisis as Reason
SerTop, a company founded by Paul Serra and Adam Topping in late 2007, made a major move in early September to extend its reach in the online eCommerce market. The success of SerTop heavily relied on their first website: STbands.com.
Online PR News – 12-September-2012 –SerTop, a company founded by Paul Serra and Adam Topping in late 2007, made a major move in early September to extend its reach in the online eCommerce market. The success of SerTop heavily relied on their first website: STbands.com. The eCommerce site, which started alongside the company’s founding, mainly sold custom sweatbands and plain sweatbands. The site grew steadily, helping the company double in revenue year after year. By 2011, however, it was clear that the STbands brand and website could only go so far and sell so much before it started to alienate its core customer base.
Making a Better Experience for STbands.com’s Core Customer Case
In the beginning most people came to STbands for one reason – to customize sweatbands. The founders of SerTop realized that people also were heavily interested in plain sweatbands for sporting and other reason. So, just like any smart business move they began to carry them. Shortly after this they begin to carry another popular custom product – silicone wristbands. Having the ability to customize silicone wristbands and sweatbands on STbands made perfect sense. It went with the brand name.
As STbands expanded it began to realize that there were two primary customer bases. One type of customer was an athlete just looking for athletic sweatbands with no logo and the other was a promotional company or brand looking to customize sweatbands or silicone wristbands. The two types of customers did not go together. Realizing this, SerTop slowly made plans to split into two separate websites. Those two websites are now Suddora and Custom On It.
Custom On It – The Place to Customize Sweatbands, Silicone Wristbands & Beyond
Custom On It, a new website by SerTop, primarily caters to the “custom customers” that used to gotoSTbands for Custom Sweatbands / Silicone Wristbands, except there is one catch – Custom On It sells all sorts of promotional products and giveaways. Sweatbands are now just one product of many you can customize. This was one thing about the previous site that SerTopknew was wrong, they could not expand beyond “bands”. Custom On It strives to be an industry leader in helping organizations brand at trade shows, product launch events and much more. The company DNA understands how to please people looking to have their logo put on products. Whether they want 100 or 100,000 pieces of a particular promotional or branding product, Custom On It is the place to go.
Suddora – Sweatbands, Health Bracelets & Unique Sports Accessories
Suddora is the other half of SerTop’s previous website. This one caters to the “athletic customers” and the “plain sweatbands customers”. It is inevitability the smaller of the two websites but with this new platform to grow, it is sure to be a boutique place for athletes to shop and find things they just won’t find other places.
For more visit http://www.suddora.com/ and http://www.customonit.com/
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