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.
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.
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:
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.
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
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.
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.
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.
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.
We streamlined the product card design and made it visually clear.
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.
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.
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.
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.
