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Liverpool becomes world’s first football club with its own mobile store

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Liverpool FC has become the first football club in the world to launch a fully transactional mobile store. The new mobile site, developed by Liverpool FC’s e-commerce service provider Snow Valley, lets fans visit the club’s online store, browse the full range of kit and other merchandise, and securely make purchases – all from their mobile phones.

The service is based around a mobile-optimised version of the football club’s online store and offers the same experience to mobile customers as they get online, allowing for the purchase of goods using credit card. PayPal is set to be added to both online and mobile sites presently.

The club is also looking at developing the mobile site to offer fans different content through the handset, including ticketing, and to develop “a proper strategy for engaging with mobile-using customers”, says Chris Jennions, internet sales manager at LFC.

“Our new mobile store was driven by our fans; we could see that they were visiting the site with their phones in their thousands and so it made sense to provide them with a really good mobile-optimised shopping experience,” adds Jennions.

The mobile store is the first to be launched on Snow Valley’s MUSE e-commerce platform. The MUSE multi-device capability allows retailers on the MUSE platform to easily extend their online store to mobile phones, kiosks, other in-store devices, and additional channels such as Facebook.

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