Arsenal Football Club transforms online shopping for fans

Arsenal Football Club has transformed its online retail site ArsenalDirect.com with SAP Hybris Commerce solutions, allowing fans to shop faster, anywhere, anytime and with a choice of currencies.

Fans can now buy official Arsenal kit, training wear and accessories on any device in four currencies: British pounds, euros, US dollars and Australian dollars.

These changes follow an extensive research project into the needs, motivations, shopping habits and engagement preferences of supporters when shopping online, according to the software company SAP.

“Our new e-commerce platform has helped provide a speedy and reliable shopping experience for our supporters,” said Simon Lilley, retail director, Arsenal Football Club. “Results have been fantastic, and we will continue to build on this to meet the needs of fans wherever they are in the world and however they choose to shop.”

Tapping SAP Hybris Commerce solutions to support the transformation of its retail capabilities, SAP added Arsenal has achieved 86% increase in mobile transactions and 42% increase in sales as a whole. Additionally, there has also been a 57% reduction in page load time.

Jamie Anderson, senior vice president and chief marketing officer at SAP Hybris, commented: “When it comes to athletics, fans can be particularly passionate consumers, demanding quality performance at all times. With this in mind, SAP Hybris solutions enable leading global organisations, like Arsenal Football Club, to deliver services and products to fans that reflect the standing and regard they have for the club. The benchmark is not what other sports clubs offer, but a solution fitting the expectation of world’s leading retailers.”

Arsenal Football Club is based in Highbury, London and plays in the Premier League which is England's primary football competition.