Premiership football club looks to create integrated online retail offering for fans
Premiership football club looks to create integrated online retail offering for fans
West Bromwich Albion Football Club recently awarded e-commerce systems provider PureNet a contract to design and build a new online web store.
The Barclays Premier League club wants to integrate the new site with its electronic point-of-sale (EPoS) and customer relationship management (CRM) systems using PureNet's WebPOS e-commerce framework, to increase sales and give its fans a better user experience.
The new web store will replace West Bromwich Albion’s existing e-commerce site in time for its 2012/13 season kit launch later this year.
The new web store will replace West Bromwich Albion’s existing e-commerce site in time for its 2012/13 season kit launch later this year.
The club’s e-commerce channel will incorporate a promotions engine, wish lists, kit personalisation and featured products, all of which will be administered by the club's retail division to help increase return on investment and reduce overheads. The integration to a number of third party systems will provide up-to-date stock levels and provide CRM information.
Managing complex product info
Paul Bradbury, West Bromwich Albion’s head of retail, said that the club spent a great deal of time and effort selecting the right partner to support future growth plans.
"[The club was] drawn to the PureNet WebPOS platform for its ability to manage complex product information, rich functionality and flexible front end," explained Bradbury.
"We are looking forward to extending our unique brand experience and great range of products to our UK and international fans and followers."
He added: “The e-commerce platform will tie 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.
PureNet has already implemented an award winning e-commerce site for West Ham United Football Club, which incorporates an integrated Facebook shop and mobile-optimised website.
