What The Sydney Strap Co. changed

• Added a large section of text titled "Sydney Strap Co: Premium Watch Bands in Australia" covering their history and product types.
• Added new featured sections for the "Italian Pueblo Collection," "Tactical One Piece," and "Suede Straps."
• Removed the live customer review feed that previously dominated the bottom of the homepage.
• Added a "Social Gallery" section and a "Support Local" informational block.
• Updated the "Best Sellers" section with slightly different review counts and minor price adjustments on specific items like the Corrugated Brown strap.

The competitor is shifting from a review-heavy homepage to one focused on search engine optimization (SEO). By adding detailed text about their history and product range, they are likely trying to rank higher for keywords like "watch bands Australia" and "buy watch straps online."

• Changed the mid-week promotion from "HUMP DAY SALE" to "CHEAP TUESDAY SALE."
• Increased the price of the Hexagonal Leather Three Watch Storage Case from $120.00 to $121.00.
• Increased the price of 'THE PINCER' Spring Bar Remover Tool from $42.00 to $43.00.
• Expanded the "Explore the range" footer section with more specific collection links.
• Updated the customer review feed, adding a new 3-star review for the "EXECUTIVE BLACK" strap.

The competitor is shifting their promotional calendar by replacing a mid-week "Hump Day" sale with a "Cheap Tuesday" event. They also slightly increased prices on select accessories and updated their product navigation.

• The "Super Sunday Sale" banner was replaced with a "Hump Day Sale" banner.
• The price of the Hexagonal Leather Three Watch Storage Case was reduced from $121.00 to $120.00.
• The price of 'The Pincer' Spring Bar Remover Tool was reduced from $43.00 to $42.00.
• New customer reviews were added for the "Delta Force" and "Corrugated Grey" straps, increasing the total review count from 5,944 to 5,946.

The competitor is using a mid-week promotional event to drive sales and has slightly lowered prices on premium storage and tool items to increase conversion.