CPD FOOTBALL | THE BLOG | The World of Indian football and beyond by Chris Punnakkattu Daniel

With SAP Hybris Commerce, Arsenal FC transforms online shopping for fans

SAP

SAP SE today announced 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: Euros, U.S. Dollars, Australian Dollars and British Pounds.

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

„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, Arsenal has achieved the following results to date:

• 86 percent increase in mobile transactions
• 42 percent increase in sales as a whole
• 48 percent increase in sales outside of the United Kingdom
• 57 percent reduction in page load time

Thanks to its built-in omnichannel versatility, SAP Hybris Commerce lets organizations engage and transact with customers regardless of place, time or device. The offering helps brands engage and understand their key audiences in every part of the commerce experience — from content creation to merchandising to fulfillment. This comprehensive approach reduces the time and complexity of integrating with current systems.

Additionally, with SAP Hybris Commerce, organizations can quickly react and engage with customers and fans — such as at events, new player signings or new kit launches, which may be accompanied by a significant peak in merchandising. The ready-to-use, flexible and scalable infrastructure helps organizations withstand major site traffic spikes to help ensure a seamless shopping experience at all times.

„The sports and entertainment industries are near and dear to our hearts at SAP, and we have a deep understanding of the expectations brands within this market have,“ said Jamie Anderson, senior vice president and chief marketing officer at SAP Hybris.* „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 organizations, 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.“

*SAP Hybris is a brand name launched in January 2016 to represent the SAP solutions for customer engagement and commerce as well as the offerings, employees and business of acquired company hybris AG, which continues to be our legal entity until integration with SAP is complete.

(SAP SE)