Case Studies

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We needed a sophisticated, mature and stable eCommerce platform that caters for our aspirations as we eye an immediate return to the Premiership. The cost savings we’ve already seen, and the increased control over product presentation have been of massive benefit to the business.

Debbie Silver
Head of Retail
West Ham United Football Club

The West Ham solution was shortlisted in the PayPal etail awards 2012

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- Full West Ham Case Study

The West Ham solution was named overall winner in the European Software Excellence Awards 2012

Multi-channel B2C eCommerce Solution

www.officialwesthamstore.com

West Ham United FC is a professional football club based in East London. The club has a long and celebrated history and are looking to secure a move to the 2012 Olympic Stadium in East London for the 2013/4 season.

As part of a wider strategy within the club, the team are looking to rebuild their position and have relaunched a new web store as they look towards an immediate return to the Premiership.

Challenge

West Ham United FC already had an online shop but it was no longer meeting their requirements; the front end design did not reflect the club’s renowned brand, and the technology wasn’t flexible enough to allow the club’s in-house team full control of merchandising and Content Management System (CMS).

West Ham United F.C. needed a reliable, easy to use and future proof e-commerce solution that could combine the multiple strands of their operation, one that would seamlessly bring together their EPoS, CRM, ticketing and distribution systems.

Solution

West Ham FC’s e-commerce trading platform features complex integration with the existing back of house operation already being used by the club, and is fully integrated into Cybertill, Sports Alliance, See360 and OCS, West Ham’s existing EPoS, CRM, ticketing system and distributor, making it a true end-to-end solution.

Powerful, flexible, easy to learn and use, PureNet's WebPOS software underpins West Ham’s online store. The software provides a joined up CMS solution linking the front end to the back. The visible content of the web store, incorporating transaction-optimised design, right down to the nuts and bolts of fulfilling an order, is all handled within a single web console by West Ham’s in-house team.

West Ham were one of the first football clubs in the UK to launch a fully functional e-commerce store for mobile phones, allowing smartphone owners to view the club's online store, browse the full range of merchandise and pay for them securely. The mobile optimised website operates almost exactly as it does inside the desktop browser, making it easy for visitors to browse and buy items. The club has seen a 300 per cent increase in traffic arriving via mobile device since launching their mobile commerce website.

Thanks to the flexibility of their new e-commerce solution, the club were also able to open an integrated Facebook shop in a bid to drive merchandise sales from fans at home and abroad and encourage further supporter engagement. West Ham United is one of the few clubs in the Championship to offer a genuine F-Commerce store.

Benefits

OfficialWestHamStore.com is the official store for West Ham’s “Claret & Blue Army”, allowing fans and followers of West Ham to purchase personalised replica home and away kits, as well as hundreds of items of West Ham branded clothing and team merchandise.

West Ham’s club store has already proven itself within the club’s operation and it will be an essential component in the club’s strategy to win promotion back to the Premiership.