Sportmaster is the largest sports retail chain.
The company sells goods for sports and outdoor activities, having launched 500 stores in 5 countries.
Each year it serves 200 million people.
Sportmaster wanted to integrate all its channels of customer interaction into a single sequence to become omni-channel.
The company wanted to expand the brand's audience, increase its recognition among young people, increase the share of online sales, and establish itself as an expert in sports consumption.
One of our objectives with this goal was to develop a new website design.
We updated brand perception and maintained brand recognition for current audiences.
Personalized the website for various audiences
For men and women, we have divided the catalog.
Woman sees the women’s items on the first page right away, and the website structure contains lines and banners with featured products.
For younger audiences, we’ve refurbished the website’s visual language:
For families with kids, we made a separate catalog section. The website will recommend kids goods in the featured and seasonal offers to a mother. And it will suggest gift ideas right around the holidays.
For athletes, we’ve added relevant content, equipment and gear by sports types, professional services and event calendar.
For example, in January in Vancouver the average temperature is +5 C°, and in Quebec it is -10 C°. Therefore, the site offers a user from Vancouver a fall jacket and demi-season sneakers, and a user from Quebec — a thick down jacket, skates, and thermal underwear.
Vancouver, +5
Quebec, −10
Sportmaster learns its users interests without interrupting their scenarios. Short questions are organically built into website blocks.
They attract the user's attention and are filled in by a click. They instantly offer the relevant content to the users depending on the response.
And the store researches the customers in order to suggest better goods.
We left just one phone number field that replaces seven required fields in a more complex registration form.
That’s for the user to quickly authorize and register to place orders under a personal account.
We use a gaming approach during the next visits to motivate the users to fill in the account fields. We offer bonus points for the data — first and last name, email, address, and birthday.
The personal account page was transformed into a mission control center for the user to receive useful content, see orders history and track their status.
Loyalty program participants track their levels, bonus allocation history, and timeframes for the points to be spent in.
The model shoot brought new vitality to the catalog. The photos show gear and clothing in motion and convey emotion from their use.
The user no longer has to go from the listing to the item card to add it to the cart or learn the details. The new preview displays essential purchase information right in the item grid.
To do that, the user points the cursor at the image, immediately selects the color, size, and other parameters of the item, adds it to the cart and continues shopping.
We’ve unloaded the item card and made it visually clear.
New how-tos help to choose a kick scooter, snowboard or pick a hoodie size remotely.
Simple instructions reduce the returns number and increase the amount of website purchases.
We’ve united cart and checkout on a single page, deleted the menu and the footer in order to cut the distractions on sealing the deal.
Users can choose a delivery type, see the delivery cost, and shop or postamat work hours right in the cart.
Product lists support changing an item's color and size, picking an analog, accessories, and additional services.
We’ve created 18 blocks for various purposes: blocks for products and categories, personal offers, banners, recommendations, sliders.
Sportmaster can construct the pages using these building blocks and experiment with them and their commercial factors.
Sportmaster can build the website blocks for the holidays and sales, change their on-page width and depth, test marketing hypotheses, and find the most converting options.
Triggers can increase the amount of mobile users and the share of online sales. They offer discounts, bonus points, useful content and motivate the users to install the mobile app.
