Technology Football Stoke City FC

Stoke City FC unveils mobile-first online store


By Michael Feeley | Founder and chief exec

November 10, 2016 | 3 min read

Stoke City has launched its new online shop as the first phase of a strategy to create a world-class digital experience for the club’s fans.

The Premier League club has invested in new ecommerce technology - the Magento 2 platform - and teamed up with experienced sports digital agency Rippleffect to offer its fans a sophisticated online shopping experience. With more than half of all traffic to the club’s store now arriving from wireless devices and that number increasing year-on-year, a mobile-first approach has been taken, ensuring fans can browse, find and purchase official merchandise however they choose to shop.

Potters’ fans were consulted as part of the process to establish their aspirations and expectations for the platform, while statistical analysis was used to identify online behaviour patterns across both football and retail. These insights, coupled with the capabilities of the Magento platform, allowed Rippleffect to plan and create intuitive user-experience with features designed to make online shopping enjoyable and effortless for the fan. Multiple payment and shipping providers ensure fans are catered for wherever they are in the world.

The new site provides opportunities for fans to customise and experiment with products. Key features include a simple product search and a drop-down menu featuring every current club player, allowing the user to hover over a name and see their chosen player sporting each available kit. In addition, a responsive kit-builder allows users to quickly personalise items on any device.

Commenting on the club’s partnership with Rippleffect, Stoke City’s chief executive, Tony Scholes, said: "Rippleffect are without doubt one of the most reputable digital agencies in sport, particularly in football where they have forged long-term working relationships with a number of leading clubs. We are delighted to be entering into a digital partnership with them as we look to create websites that offer first-class experiences for our fans."

Rippleffect partnered with Touchretail to provide a full EPOS solution, recently implemented within the tills at the club’s retail stores. These are now linked to the checkouts in the new shop site, creating one overall till system, allowing Stoke City to maximise reporting and giving the club a global view of all transactions, both on and offline.

Stoke City appointed Rippleffect as its new long-term digital partner earlier this year and the two teams will now collaborate on a new, fan-first official club website to launch in time for the 2017/2018 season.

Rippleffect is a full-service digital agency with offices in Liverpool, London, Manchester and Glasgow. The agency is also a digital partner to Arsenal, Aston Villa, Everton, Liverpool and Swansea City.

Technology Football Stoke City FC

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