Premier League Club Stoke City Launches Mobile-First Online Store

Premier League club Stoke City "has launched its new online shop as the first phase of a strategy to create a world-class digital experience for the club’s fans," according to Michael Feeley of THE DRUM. Stoke City "invested in new ecommerce technology" -- the Magento 2 platform -- and teamed up with experienced sports digital agency Rippleffect to offer its fans an online shopping experience. With "more than half of all traffic to the club’s store now arriving from wireless devices and that number increasing year-on-year, a mobile-first approach has been taken," ensuring fans can browse, find and purchase official merchandise however they choose to shop. Fans "were consulted as part of the process." Statistical analysis "was used to identify online behaviour patterns across both football and retail." The new site provides opportunities for fans "to customise and experiment with products." In addition, a responsive kit-builder allows users "to quickly personalise items on any device" (THE DRUM, 11/10).