Leicester City FC.

A site worthy of champions

Shortly after Leicester City FC won the Premier League, the club approached us to create an omnichannel solution that would meet its fans’ heightened expectations. This project has subsequently evolved into an ongoing partnership.

A Leicester City player on the pitch shouting in celebration after scoring a goal.

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Process diagram showing low-fi wireframes, design development and high-quality finished designs.

What we did

  • +130% sales
  • +65% conversions
  • +300% AOV

Specification

  • UX strategy
  • Personalisation module
  • Omnichannel experience
  • Single sign-on
  • Google Tag Manager setup

How we did it

We delivered a world-class ecommerce experience. A fitting representation of one of the most exciting brands in the Premier League.

Mobile-first

60% of site users browse on mobile devices so a mobile-first strategy was essential. Our designs incorporated the needs and constraints of mobile consumers to create a top-tier user experience across all channels.

Someone holding their phone and looking at the LCFC homepage on mobile.

Omnichannel

The club now offers fans a flexible experience, with the option to buy on their phone, tablet or desktop. 

A free Click & Collect option meets the needs of the club’s large local audience who want to combine online shopping with their in-stadium experience. To make this as smooth and convenient as possible, we created a bespoke integration with LCFC’s warehouse management & EPOS system to provide real-time stock management and show customers real-time availability information.

LCFC's omnichannel solution shown on desktop and mobile alongside a branded LCFC mug.

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Complex customisation

Shirt customisation is a pillar of football club ecommerce. This service may sound like a simple one, but combining options for colour, number, name, font and patches in near-infinite combinations is far beyond what any out-of-the-box ecommerce platform can handle.

To deliver the experience LCFC wanted, we created a custom kit builder module that incorporates all variables, with complex logic sets to restrict forbidden combinations. This makes it easy for LCFC customers to explore and select from the many options available – maximising the number who go on to upgrade their shirt. Instant visualisation boosts user engagement even further by letting customers see their exact product on the screen.


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LCFC home shirt product detail page on mobile
Rich imagery with powerful zoom makes customers three times more likely to buy.

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LCFC shirt customisation screen on mobile
Real-time interactions and clear calls to action make buying decisions easier.

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Google Tag Manager

We set up Google Tag Manager to track traffic across all four LCFC subdomains without any user duplication. This gives the club one rolled-up view, as well as specially-configured goals and funnels that track the customer's journey across the entire digital estate. This is supported by custom reports that deliver insights tailored to the club’s needs.

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Project team diagram, including key client stakeholders and third-party specialists.
Collaboration was at the heart of this project. It allowed us to bring together a range of skill sets and perspectives in one solution.

The DB view

“We love collaboration – it challenges us to think differently. Working with the wider LCFC project team helped us to define a clear vision and develop a successful solution.”

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Are you a rapidly-growing business that needs to enhance your ecommerce capabilities fast?

Talk to us about it