Case Studies
West Bromwich Albion FC

The Client

West Bromwich Albion FC is a professional football club based in the West Midlands. The club was a founding member of The Football League in 1888 and has spent the majority of its existence in the top tier of English football. Originally founded in 1878 as West Bromwich Strollers by workers from George Salter’s Spring Works, the club have lifted the FA Cup on five occasions.


The Challenge

The Premier League football club was looking for a fully integrated solution for their point of sale and customer relationship management systems, increase their sales and give fans an improved user experience.

PureNet was selected as the provider to increase revenues and to optimise back end efficiencies for the football club through the design and build of a joined up, powerful and effective ecommerce solution.

What We Did

PureNet’s solution provided a re-design of the website to ensure it reflected the club’s tradition and history but at the same time served as a high conversion eCommerce website. The platform allows staff from the retail and marketing teams to easily update the site without involving their internal IT teams.

The solution seamlessly joins into the back office functions for stock levels, pricing and SKU level details while at the same time serving sales order processing, allowing the warehouse staff to pick and pack directly from the system.

The web solution incorporates a shop and mobile-optimised website. It includes a range of effective merchandising functions such as a sophisticated promotion engine, wish lists, kit personalisation and featured products.

It also integrates into West Brom’s Microsoft Dynamics CRM system to allow the marketing team to build a 360 degree profile of the customer base.

PureNet’s eCommerce solution has provided West Bromwich Albion with a high-conversion solution able to deal with spikes of traffics without impacting on the performance of the site or the back-end system. The solution provides full multi-channel retailing and has provided the ideal platform to support West Brom’s marketing efforts, especially around key calendar dates such as Christmas, kit launches and Father’s Day. The solution is scalable with a number of modules being added over time as the site performance continues to deliver real results.


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The Results

  • The new solution connects WBA FC’s sales, order processing, fulfilment and distribution
  • The web store’s sales have increased over 53%


“We chose the PureNet WebPOS platform for its ability to manage complex product information, rich functionality and flexible front end. The eCommerce platform ties in with our entire operation, allowing for a smooth integration with all levels of the software, from sales through to order processing, fulfilment and distribution. It has allowed us to extend our unique brand experience and great range of products to our UK and international fans and followers.”

Peter Bradbury, Head of Retail, West Bromwich Albion Football Club

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