Client: EUROSPORT / Soccer.com

Project Name:

Soccer.com Redesign
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Challenge:

Seeing an increase in online orders and abandonment rates topping 33 percent, EUROSPORT, the largest soccer mail order company in the world, saw an immediate need for an enterprise level e-commerce system. They needed a system that gave them full control over both the design of the interface, the flow of the shopping experience and the business logic on the backend in order to fit their business model and better serve their customers.

EUROSPORT had a legacy ordering system which was used for phone orders and the new system had to play nice with this system in order to streamline the online order process. This required the ability to link up online registrations with current customers in the MLS system so orders could be tracked and customer service representatives could view all orders placed by customers.

The system also had to integrate with EUROSPORTS “Goal Club” memberships. Providing members with discounted pricing and the acquisition of “Goal Club Points” which could be used towards purchases.

On the front-end, there was a need to streamline the order process, provide improved features to online customers and redesign the interface to give soccer.com a more reputable online presence.

Solution:

After reviewing many e-commerce systems, EUROSPORT decided to deploy InterWorld’s Commerce Exchange. The system had its own proprietary Template Language for the presentation layer and Process Language for the business logic layer. This required the team to attend training and learn on the fly as we developed the system.

The Online Properties team worked closely with the Online Marketing team to develop core features to help with up-selling, cross-selling, 360 product views and online promotions. Many successful e-commerce web sites were reviewed, including other sites that had deployed InterWorld’s solution in order to help compile the list of features.

Result:

The new system saw a 300 percent increase in internet channel sales as well as a decrease in abandonment rates, from 33 percent to less than 7 percent.

Skills & Abilities:

Web Design, PHP, MySQL, Flash, Director, InterWorld Commerce Exchange, MS-SQL

Credits:

Creative Director: John Crabill
Internet Marketing Director: Garrett Putman