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 An online store for a sporting goods chain

team
10
screens
500+
collaboration
2020 — 
platforms
Web

Customer

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.

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Challenge

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.

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What we’ve done for that

Personalized the website for various audiences

For men and women, we have divided the catalog.

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Woman sees the women’s items on the first page right away, and the website structure contains lines and banners with featured products.

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For younger audiences, we’ve refurbished the website’s visual language:

  • Made spacey dynamic design and bright banners.
  • Used typographics to express the dynamics of sports types.
  • Added model shots of goods and galleries of prepared looks.

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.

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

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Website content and blocks are adapted to user’s geography, season, and weather

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

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Quebec, −10

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Added mini-surveys to learn more about customers

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.

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Simplified the registration form

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.

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Updated the account page and bonus program widgets

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.

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Added items previews and updated their listing

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.

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Radically changed the item card

We’ve unloaded the item card and made it visually clear.

We’ve directed the user’s attention to the item images. Image №34 - Sportmaster
Besides that, we’ve placed the price, available sizes, and delivery times widget. We’ve displayed the list of stores that have the product in stocks for the user to fit it. Image №34 - Sportmaster
We’ve gathered the item description, specifications and manufacturing technologies on a single page. Image №34 - Sportmaster
Product recommendations Image №34 - Sportmaster
Reviews and questions about the product Image №34 - Sportmaster
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Made instructions for the customer

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.

Refreshed cart and checkout

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.

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Product lists support changing an item's color and size, picking an analog, accessories, and additional services.

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Created a flexible guidelines system

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.

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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.

Integrated the triggers for a mobile app install

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.

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Sportmaster has launched the beta version of the website in September, 2021. They’ve measured the website performance parameters for 12 days of work and compared them to the previous version results.

The conversion rate grew in 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 has processed 2500 transactions and marked extensive potential for the future growth.
team
10
screens
500+
collaboration
2020 — 
Image №46 - Sportmaster