Southampton FC Retail

Southampton FC Retail Store

Ecommerce Store
  • Year
  • 2020
The SouthamptonFC Retail website on desktop
The SouthamptonFC Retail website on mobile

Integrated retail store for Premier League club

We worked with Southampton FC to totally overhaul their online retail experience, allowing fans worldwide to browse and purchase merchandise from their beloved club.

Visit store

Best in class customer experience

The site was designed to optimise conversion on mobile devices, which represents the majority of traffic to the store. All interactions were designed to allow for ease of browsing and quick discovery of products, with product galleries, size information and product customisation options all accessible with simple intuitive gesture controls. This was all underpinned by a clear and bold user interface that enhanced product presentation and ease of use.

Maximising fan spend

The new platform allows the Southampton retail team to quickly configure discounts or generate promotional codes, with price reductions displayed to nudge fans into purchase. Upsell components are used on product pages and in the basket to encourage fans to add related items and complete product sets.

desktop profile profile-iphone

Rapid checkout

We used best practice checkout techniques to streamline the journey to completing purchase, removing any pain points and minimising any potential dropoff. Guest checkout was implemented to speed up the purchase and remove unnecessary barriers to conversion.

iphone screen
iphone screen
iphone screen


The Sitecore platform harnessed Ucommerce to provide the core functionality, whilst the solution also integrates seamlessly with Southampton’s back office systems providing product data, real-time stock inventory, discounts for members / season ticket holders and fulfilment. The new solution also provides users with the ability to login to the main site and the retail site using a single set of credentials and a newly combined my account area encompassing retail orders and contact details.

desktop profile profile-iphone


The new CX focused, device responsive ecommerce platform drove increased revenue through improved conversion rates & basket spend, achieving unbelievable sales performance.

+ 99%

Increase in transactions

+ 185%

Increase in revenue

+ 42%

Increase in average order value