SportmasterOnline store for a sporting goods chain
team
10
screens
500+
collaboration
2020 —
platforms
Web
Client
Sportmaster is the largest sports retail chain in Eastern Europe.
The company sells goods for sports and outdoor activities, having launched 500 stores in 5 countries.
Each year it serves 200 million people.
Challenge
Sportmaster wanted to integrate all its channels of customer interaction into a single sequence to become omnichannel.
The company aimed to expand its audience, increase brand awareness among young people, grow the share of online sales, and establish itself as an expert in sports consumption.
One of our objectives within this task was to develop a new website design.
We revamped brand perception by giving it a modern look in line with its original corporate identity.
What we’ve done for that
Personalized website for various audiences
For men and women, we divided the catalog into convenient categories.
Women can select the «Women’s Items» category and view relevant items on the first page. Featured products also appear in the recommendation feed and on banners across the website.
For younger audiences, we refurbished the website’s visual language:
Created a dynamic airy design and bright banners.
Used bold typography to echo the sports rhythms.
Added professional product shots and outfit ideas.
For families with kids, we created a separate catalog section with special items and offers. The website recommends goods for children in the featured and seasonal offers, and right around the holidays, suggests compilations of gift ideas.
For athletes, we added relevant content, equipment and gear by sports types, professional services and sports event calendar.
Website content adapted to user’s geography, season, and weather
For example, the average January temperature in Vancouver is 41°F, and in Quebec it is 14°F. 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, 41°F
Quebec, 14°F
Added mini-surveys to learn more about customers
Sportmaster learns its users’ interests and preferences without interrupting their browsing experience. Short question prompts are organically built into the website blocks and instantly catch the eye of the users. They answer the prompt in just one click, and right after that get redirected to relevant content based on their response.
These answers provide more information on customers, which in turn allows making more personalized suggestions on offered goods.
Streamlined registration form
We replaced the previous seven-field registration form with just one line for a phone number.
Now, users only need to fill out one field to log in and start placing orders from personal accounts.
We use a gamified approach during the next visits to motivate users to share more. We offer bonus points for extra data—first and last name, email, address, and birthday.
Updated the account page and bonus program widgets
We transformed the personal account page into a full-on mission control center where users receive helpful content, view order history, and track order status.
Loyalty program participants track their levels, bonus allocation history, and bonus point expiry dates.
Added item previews and updated item listings
The model shoot brought new vitality to the catalog. The photos show gear and clothing in motion and convey the emotions from their use.
The user no longer has to go from the listing to the product card to add it to the cart or learn the details. The new preview displays essential purchase information right in the product grid.
Now, the user points the cursor at the image, selects the color, size, and other parameters of the item, adds it to the cart, and continues shopping.
Redesigned product card
We streamlined the product card design and made it visually clear.
The new product card puts product photos at the center of user attention.
It also features a widget with price, available sizes, and estimated delivery time.The card also displays a list of locations with the selected item in stock for the user to try it on.
Item description, specifications, manufacturing technologies, and reviews gathered on one page.
Product recommendations
Reviews and questions about the product
Instructions for customers
The new how-tos help choose a kick scooter, snowboard or a right hoodie size without going to the store.
Simple instructions reduce the number of returns and increase website sales.
Refreshed cart and checkout
We combined cart and checkout on one page, deleted the menu and the footer so as not to distract customers from sealing the deal.
In the cart, users can choose a delivery option, view the delivery cost, and store or parcel locker opening hours.
Users can change an item’s color and size, pick an analog, accessories, and additional services.
Created a flexible block design
We created 18 jigsaw-like design blocks for various purposes: blocks for products and categories, personal offers, banners, recommendations, sliders.
Sportmaster can arrange these blocks into different variations of page layouts and see how it affects sales.
With the new design block system, Sportmaster can easily customize the website for holidays and sales, adjust the block’s width and height, and test marketing hypotheses to find the most converting options.
Integrated triggers for mobile app installation
Triggers help increase the number of mobile app users and the share of online sales. They offer discounts, bonus points, useful content, and motivate users to install the mobile app.
Sportmaster launched the beta version of the website in September 2021. They measured the website performance parameters for 12 days and compared them to the previous version results.
The conversion rate grew 1.35 times. The average check showed a 7% increase. Users began to spend more time on the website and view more pages. During that time, Sportmaster processed 2,500 transactions and marked an extensive potential for further growth.