In the dynamic world of football eCommerce, digital transformation is revolutionising the way fans interact with their favourite clubs. Today, fans seek engagement beyond the 90-minute matches, craving year-round, seamless Digital Experiences.
At thinkTRIBE, we work with Premier League football clubs, providing unparalleled DCX Intelligence. We uncover DCX friction and lost sales and deliver the most accurate DCX insights prior to peak and before and after new feature integrations.
From kit launches to online ticket sales and entering new global markets – how can you ensure seamless Digital Customer Experience (DCX)?
Enhancing eCommerce profitability through superior Digital CX
With ticketing now primarily digital and online merchandise and kit sales becoming a cornerstone of the industry, football clubs must deliver fast, seamless DCX across online stores to enhance profitability.
Complex business logic behind ticketing options, membership and loyalty programmes plus kit customisation are a few aspects of Football eCommerce that can introduce DCX friction. Managing exclusive periods, priority points and purchase windows can result in errors such as missing ticket options, missing or incorrect pricing and promotion errors that you may not even be aware of.
Football clubs face several challenges with their websites and mobile applications, all posing significant risks to DCX:
Coping with traffic peaks
Managing inventory and complex loyalty programmes
Servicing an increasingly international audience
Delivering online kit customisation options
Bringing eCommerce in-house
Visibility and accountability of third-parties such as autoscaling and payment providers
Managing Traffic Peaks planned and unexpected
Compared with many industries, we see Football Club peaks are much higher compared to baseline traffic, often resulting in scalability issues – even with autoscaling solutions in place!
Managing traffic peaks is challenging, whether anticipated for kit launches, hype drops and streaming of pre-season games or unexpected due to tournament finals, major championship wins, or new signings.
For peace of mind that critical routes fans take across your site will manage high volumes of traffic and concurrent user transactions, when it matters most, you need the most accurate Digital CX insights under real-world conditions.
Mitigating the risk following site redesign or new features
Site redesigns and new features, from kit customisation to new payment functionality, pose a risk to Digital CX and your bottom line. Full Visibility of any Digital CX issues that may be introduced following site changes is essential. Simulating real users interacting with your site at capacity and around the clock, helps uncover user friction swiftly, allowing you to fix issues before they impact your fans and your conversions.
The Future of Football eCommerce
Optimising Digital CX across new international markets
Expansion into international markets has opened up new revenue streams for Football Clubs. However, global retail success requires a seamless international customer experience equivalent to that at home. 24/7 Visibility of all customer-impacting friction is crucial, regardless of country, region or language – including issues arising from multi-currency pricing, CDNs to caching and global transactions.
Bringing Football eCommerce in-house
The growth of football commerce presents an opportunity for clubs to channel their brands into global eCommerce platforms. Traditionally Football eCommerce operations have been outsourced, but this comes at a financial cost and at the risk of impacting loyalty, by relying on third parties to manage fans’ experience.
Whether bringing your eCommerce operation in-house, entering new global markets or adding new functionality such as advanced kit customisation how can you mitigate the risks to Digital CX, your sales and ultimately your brand?
Real-world DCX Intelligence mitigates risks to DCX, profit and brand
Realistic Load Testing Services are critical for the most accurate DCX insights and to safeguard your brand, during peak periods, site changes or when bringing eCommerce operations in-house. Ongoing 24/7 DCX Visibility is vital to uncover friction and ensure you maintain seamless DCX, maximising conversions around the clock.
At thinkTRIBE, we help Premier League Clubs achieve online retail success by helping them deliver superior Digital Customer Experiences. Enabling them to optimise DCX, reduce abandonment and protect brands.
By partnering with thinkTRIBE, Football Clubs can not only meet but exceed fan expectations both at peak and 24/7. Let us help you transform your DCX and provide the world-class, fan-centred experience your supporters deserve.
Learn more about thinkTRIBE or download our eBook Preparing for Kit Launch Success.