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Arsenal Football Club sees boost to online sales following new site launch

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Arsenal Football Club has seen fast growth in online sales, especially from mobile devices, since it relaunched its online shop, ArsenalDirect.com.

Fans of the Premier League club can now shop anywhere, any time and buy the official Arsenal kit, training wear and accessories on any device in four currencies: euros, US dollars, Australian dollars and British pounds.

These changes, on an SAP Hybris platform, follow an extensive research project into the needs, motivations, shopping habits and engagement preferences of supporters when shopping online.

The results have been seen through an 86% rise in mobile transactions since the project was completed, a 42% rise in online sales, and a 48% rise in sales from outside the UK. Page load time has reduced by 57% at the same time.

“Our new ecommerce 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.”

Using the site, ArsenalDirect will also be able to react quickly to events such as events, new player signings or new kit launches, says SAP Hybris.

“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 at 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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