Unlocking Boro’s Retail & Ecommerce Potential
Middlesbrough Football Club recently overhauled its retail and ecommerce platforms. fcbusiness speaks to the club’s Head of Retail, Jo-Ann Swinnerton, to find out more about the work and its impact.
Why did MFC require a new retail website?
We felt that our MFC OFFICIAL retail website had become stagnant and the general feeling was that we needed a fresh look and a new approach. We hadn’t changed the look and feel of the site in a long time and that a change was needed. We hadn’t realised just how outdated we were until meeting with Visualsoft.
What functionality/features were considered important to have in the new site?
Crucial requirements were the need for fully responsive pages, ease of navigation and robust security and payment options. We also needed flexibility and the ability to integrate to other systems as well as a strong visual look and design, with fast and accurate reporting, data insight and the ability to test and make quick changes based on response.
How important was the customer journey and user experience when developing the new site?
This was extremely important to us and number one on our list of essential elements. The customer journey and experience should always be at the forefront of any project. A bad experience is a lost customer and without customers we have no business.
You also have a new ecommerce function – why was that important?
As a retailer the ecommerce function is crucial to any business and allows us to service our national and international supporters with ease. Ecommerce offers so many options from browsing to shopping to securing pre-orders and click & collect.
What does the new ecommerce differ from the previous platform?
That’s a difficult question to answer as the new ecommerce really is the whole package! Everything from the dedicated team, digital growth and marketing, insight and communications along with experts in each individual area has made a huge difference and that’s just naming a few. The new platform is constantly evolving and with such innovative ideas it’s a real game changer.
What was it about Visualsoft that convinced you they were the right company to carry out this work?
Their whole approach and presentation was exceptional. They really did their research and took the time to fully understand what we would need to improve and grow our business. They recognised that our business was very different to any other retailer and, although football is our main focus, retail is a major cog in that wheel. We spent a lot of time working with Visualsoft and they had a real passion to deliver excellence in every aspect. Every person we met was excited and had a genuine passion to really engage.
What has been the impact so far?
The impact has been significant since making the change over. Our revenue has increase by 32% YOY and the percentage participation has increased from 10% to 30% as a department.
How has the relationship between MFC/VS developed?
The partnership has gone from strength to strength and along with that trust it’s enabled us to approach some new ideas and try things we may not have had the confidence to do in the past. They have opened our eyes to a lot in terms of the opportunities available to us as a business. The team at Middlesbrough have also developed new skills as Visualsoft offered training days and continually share new ideas and innovations.
Would you recommend Visualsoft to other clubs?
I would highly recommend Visualsoft to any club wanting to improve their online business. Not only in terms of generating new revenue but in retaining existing customers and improving the overall experience. We have seen growth and I still believe we have barely scratched the surface in what can be achieved in the future.
