FC Barcelona Extends E-Commerce Platform Across Europe
FC Barcelona has extended its official e-commerce platform for sale of products from Barça Store at Camp Nou to the whole of Europe.
After the launch of the service in Spain on 7th May, the club is now ‘opening’ its ecommerce at the Barça Store at the Camp Nou to around thirty other countries across Europe.
This expands the market of Barça fans who will now be able to purchase a wide range of Barça branded products, together with a series of exclusive collections that were previously only available at points of sale directly managed by the club.
The new online sales channel is one of the key elements of Barça’s new integrated ecosystem of digital products and services, launched as part of the club’s commitment to a paradigm shift in its digital strategy.
This new strategy is adopting a Fan-Centric approach, the idea being to take the club even closer to all of its fans around the world,
Of the club’s 350 million followers they currently have on social media, only 4 million a year get the chance to visit the Camp Nou, the Barça Experience, the Museum and the Barça Stores, while the vast majority will never visit the city of Barcelona at all.
In 2018, the club recovered the use of its merchandising and retail rights, until then in the hands of FCB-Merchandising, a company 100% owned by Nike. Since then, FC Barcelona has taken on the direct management and operation of the business, creating the company Barça Licensing & Merchandising (BLM) with the aim of being able to directly control the more than 7,000 internationally licensed official products to thereby consolidate its global expansion.
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