Bath Rugby Club has launched a new website to coincide with the launch of the new season with the aim of better engaging with the Club’s fans and stakeholders.
The website was created by Bristol-based Positive, who were appointed as the Club’s digital partners in March this year.
The initial planning involved an in-depth user research study to identity what fans and stakeholders really want from the Club’s online offering. The findings of the research went on to inform everything from the overall structure and UI of the sites, right down to the detail of sizing charts and product descriptions.
Positive’s client services director, Mike Jenkins said: “They see these sites as a genuine opportunity to engage with their fans”.
Positive has also created incentives for fans to shop for merchandise or book tickets online, in a bid to drive both traffic and sales through the websites.
Earlier this year, Bath set out ambitious plans for its future with the refocusing of communications and a proactive and integrated use of digital and social channels – a key part of their long-term strategy.
The site (which launch in time for Bath’s first game of the season) will be central to Positive’s ongoing strategic work with the club. “We are really excited by the in depth knowledge and understanding that Positive will bring to our digital strategy over the next few years”, said Jez Curwin, marketing and communications director at Bath Rugby Club.