Brief
onsport.com.au is an online sports marketplace, selling a range of branded apparel, equipment, official merchandise, tickets and experiences. onsport.com.au partner with many of the world’s largest sports brands and Australia’s elite sporting teams, venues and personalities to bring customers a unique combination of sporting products and experiences.
They approached Reactive to launch their first eCommerce Web site. The team at Reactive set out to design and build a market leading site that inspires sports fans to buy exclusive sporting experiences as well and incorporate a streamlined shopping experience. The site includes both physical products to purchase, as well as ticketed events and individual experiences, so the ecommerce experience needed to be flexible to deliver an easy to use site for these various purchases.
As well as catering to sports fans, the new eCommerce site had to accommodate corporate partnerships. With these partnerships, the user may be looking to purchase in another ‘currency’ e.g. member points and the structure of the site ensured that these changes were easy to enable.
Design & Strategy
The onsport.com.au brand aims to reflect a high-value offering to support the “money can’t buy” experiences. The look and feel of the site is designed to accentuate the emotion key sporting events bring with them.
Large promo elements, as well as clear product segmentation makes the user journey simple while an easy to use cart and check-out process helps convert interest to sales.
Clear links to customer service and free shipping emphasize onsport’s commitment to excellent customer service while the prominent search button makes finding what you need a breeze.
Overall, the clean design and strong brand visuals make it an appealing site for men and women.
Solution
The site is built using Codagenic’s cStore platform, and integrates with Virgin’s Velocity Frequent Flyer program to allow purchases both by credit card or by Velocity Points. Other partners include Visa, Pacific Brands, Northside Runners, ANZ Stadium, Global Sport, Science in Sport (SiS), 2XU, Melbourne Heart, Polo in the City, NSW Waratahs and ACT Brumbies.
A complex product database includes a range of product attributes to associate different product types by team and sport, such as physical merchandise and ticketed events.
Ticketing platforms are also integrated to enable ticket purchases directly from venues.
Multiple product filter types were developed to accommodate the range of different product available, such as by price, brand, venue, sport, team and state.
The site is designed using standards based HTML and CSS to ensure compatibility with iOS devices and smartphones.
Results
The site launched in October 2011, and sales are already growing rapidly. Additionally, more product and experience partners are joining onsport.com.au every week.