Achieving success with a 130% increase in conversion rate

The challenge

Leeds United approached IDHL with a tight deadline to rebuild the eCommerce section ahead of the upcoming season’s kit launch. This project emphasized collaboration, working closely with Fantastic Media to implement the site design.

Our approach

Streamlined platform options

We benchmarked eCommerce strategies from major Premier League clubs and leading fashion retailers, narrowing platform choices to Shopify or Adobe Commerce. Due to Leeds’ need for high-volume scalability and advanced merchandising control, Adobe Commerce (Magento Commerce Cloud) was chosen as the optimal platform.

Customizable design

To meet a tight launch deadline, we utilized our boilerplate theme to rapidly establish the site’s foundation. Extensive use of Page Builder added flexibility, allowing the entire site to be constructed with components. This lets Leeds easily display various banners, videos, related products, and cross-sell opportunities to tailor their eCommerce content.

Designed for future seasons

The kit builder supports dynamic changes in fonts, patches, placements, and pricing during international sales, enabled via complex integration with Global-e. This supports multiple languages, currencies, duties, and taxes, resulting in a smoother global checkout and increased spending. Integration with Medoc (stores/EPOS) and Mosaic (fulfillment) ensures two-way communication for precise finance and stock updates.

To cater to different customer types, a ticketing system feed updates season-ticket-holder data daily, enabling Leeds to personalize pricing, access, and early-bird purchasing for priority groups.

The results

Launching on schedule for the kit release, the new Leeds United eCommerce store saw great success, selling more training kits in 48 hours than throughout all of 2020.