Image №1 - Sportmaster Image №2 - Sportmaster
Image №1 - Sportmaster Image №2 - Sportmaster
Image №1 - Sportmaster Image №2 - Sportmaster
Image №1 - Sportmaster Image №2 - Sportmaster
Image №1 - Sportmaster Image №2 - Sportmaster
Image №1 - Sportmaster Image №2 - Sportmaster
Image №1 - Sportmaster Image №2 - Sportmaster

Sportmaster Online 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.

Image №3 - Sportmaster
Image №4 - Sportmaster Image №5 - Sportmaster
Image №6 - Sportmaster Image №7 - Sportmaster Image №8 - Sportmaster

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.

Image №9 - Sportmaster Image №10 - Sportmaster

What we’ve done for that

Personalized website for various audiences

For men and women, we divided the catalog into convenient categories.

Image №11 - Sportmaster Image №12 - Sportmaster
Image №13 - Sportmaster Image №14 - Sportmaster

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.

Image №15 - Sportmaster

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.

Image №16 - Sportmaster Image №17 - Sportmaster
Image №18 - Sportmaster Image №19 - Sportmaster Image №20 - Sportmaster

For athletes, we added relevant content, equipment and gear by sports types, professional services and sports event calendar.

Image №21 - Sportmaster

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

Image №22 - Sportmaster

Quebec, 14°F

Image №23 - Sportmaster

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.

Image №24 - Sportmaster Image №25 - Sportmaster Image №26 - Sportmaster
Image №27 - Sportmaster

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.

Image №29 - Sportmaster
Image №30 - Sportmaster

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.

Image №31 - Sportmaster Image №32 - Sportmaster

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.

Image №33 - Sportmaster

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. Image №34 - Sportmaster
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. Image №34 - Sportmaster
Item description, specifications, manufacturing technologies, and reviews gathered on one page. Image №34 - Sportmaster
Product recommendations Image №34 - Sportmaster
Reviews and questions about the product Image №34 - Sportmaster
Image №35 - Sportmaster Image №36 - Sportmaster Image №37 - Sportmaster
Image №38 - Sportmaster Image №39 - Sportmaster

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.

Image №40 - Sportmaster

Users can change an item’s color and size, pick an analog, accessories, and additional services.

Image №41 - Sportmaster

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.

Image №42 - Sportmaster

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.

Image №43 - Sportmaster Image №44 - Sportmaster
Image №45 - Sportmaster
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.
team
10
screens
500+
collaboration
2020 — 
Image №46 - Sportmaster