Arsenal Football Club transforms fan shopping experience with Hybris

SAP Hybris Commerce

Emirates Stadium, North London. Photo: iStockphoto

Arsenal Football Club has overhauled its online retail site ArsenalDirect.com using SAP Hybris Commerce, to enable fans to shop for official Arsenal kit, training wear and accessories on any device and with four different currencies.

The changes follow an extensive research project into the needs, motivations, shopping habits and engagement preferences of supporters when shopping online.

With the new site, the club has achieved an 86 per cent increase in mobile transactions, a 42 per cent increase in sales as a whole and a 48 per cent increase in sales outside the United Kingdom, and a 57 per cent reduction in page load time.

“Our new e-commerce platform has helped provide a speedy and reliable shopping experience for our supporters,” said Simon Lilley, retail director, Arsenal Football Club. “Results have been fantastic and we will continue to build on this to meet the needs of fans wherever they are in the world and however they choose to shop.”

The revamped website enables Arsenal Football Club to react and engage with customers and fans, such as at events, new players signings or new kit launches. The flexible and scalable infrastructure helps organisations withstand major site traffic spikes to help ensure a seamless shopping experience at all times.

“The sports and entertainment industries are near and dear to our hearts at SAP, and we have a deep understanding of the expectations brands within this market have,” said Jamie Anderson, senior vice president and chief marketing officer, SAP Hybris.

“When it comes to athletics, fans can be particularly passionate consumers, demanding quality performance at all times. With this in mind, SAP Hybris solutions enable leading global organisations, like Arsenal Football Club, to deliver services and products to fans that reflect the standing and regard they have for the club. The benchmark is not what other sports clubs offer, but a solution fitting the expectation of world’s leading retailers.”

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