Case Studies
Norwich City FC

The Client

PureNet is proud to announce the launch of Norwich City Football Club’s new responsive ecommerce website. The club was founded in 1902 and first won promotion to the Football League First Division in 1972. Norwich are focussed on giving loyal supports the best possible online experience. The new website offers the football club’s customers an engaging user journey, with integrated features such as social feeds and wish lists.

The Challenge

Norwich City FC required a complete ecommerce solution to enhance the customer experience, increase conversions and grow their online store. PureNet’s challenge was to design a website that complimented the club’s strong branding and heritage, along with delivering an engaging user journey.

The main goal for Norwich City FC was to deliver the Premiership’s first ecommerce website, ensuring the user experience was optimised for mobile browsers.

What We Did

Built in the flexible WebPos 3.0, Norwich City FC’s new online offering is extremely easy to update within the CMS. Content blocks are editable in real-time, enabling the football club’s online management team to react quickly to industry news, events and online promotions. The solution provides seamless integration with Norwich City Football Club’s back office systems, ticketing system, CRM and stock management system.

The site features a personalisation feature, allowing customers to order products with their chosen player or own name and number. Customers also have the option of adding a premier league badge to their kit.

The site provides customers with more control through rich functionality including;

Saved baskets – allowing customers to save the items in their basket and revisit the site to quickly purchase at a later date

Single log in – enabling customers to log in on multiple sites linked to Norwich City Football Club

Reviews – enabling user generated reviews to be submitted

Product personalisation – Allowing customers to select a custom name and number


The Results

  • Norwich City FC successfully launched the Premiership’s first responsive website
  • Fans of the club began placing orders almost instantly
  • Norwich’s new solution has received excellent feedback
  • Mobile visits and orders have dramatically increased since launch

“PureNet have a proven track record and have identified a business need for the football industry. They have always delivered for their clients in a difficult environment and we look forward to having future significant sales success.”

Norwich City FC

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