Leading UK Sporting Goods Retailer SportsShoes Launches Composable Commerce Site on BigCommerce
SportsShoes, the UK's largest independent sporting goods retailer, has launched a new composable commerce website on the BigCommerce platform. This £2.5 million website overhaul has yielded impressive results, with a 19% year-over-year increase in conversion rate and a 10% increase in average order value. The new site utilizes a headless approach with Next.js and Vercel, offering improved flexibility and scalability.
Key features include BigCommerce's Multi-Storefront functionality for individual headless storefronts in multiple countries, and Prismic.io CMS for efficient content management. The project has transformed SportsShoes' ability to execute, with over 80% of the site driven by dynamic content. A notable addition is the Running Shoe Finder feature, designed to enhance the customer experience for amateur runners, a significant focus for future development.
SportsShoes, il più grande rivenditore indipendente di articoli sportivi nel Regno Unito, ha lanciato un nuovo sito web di commercio componibile sulla piattaforma BigCommerce. Questo rinnovamento del sito, dal valore di 2,5 milioni di sterline, ha prodotto risultati impressionanti, con un aumento del 19% del tasso di conversione anno dopo anno e un aumento del 10% del valore medio degli ordini. Il nuovo sito utilizza un approccio headless con Next.js e Vercel, offrendo maggiore flessibilità e scalabilità.
Le caratteristiche principali includono la funzionalità Multi-Storefront di BigCommerce per negozi headless individuali in più nazioni, e il CMS Prismic.io per una gestione dei contenuti efficiente. Il progetto ha trasformato la capacità di esecuzione di SportsShoes, con oltre l'80% del sito alimentato da contenuti dinamici. Un'aggiunta notevole è la funzione Running Shoe Finder, progettata per migliorare l'esperienza del cliente per i corridori amatoriali, un'area chiave su cui si concentrerà lo sviluppo futuro.
SportsShoes, el mayor minorista independiente de artículos deportivos del Reino Unido, ha lanzado un nuevo sitio web de comercio componible en la plataforma BigCommerce. Esta renovación del sitio, que costó 2,5 millones de libras, ha logrado resultados impresionantes, con un aumento del 19% en la tasa de conversión interanual y un aumento del 10% en el valor promedio de los pedidos. El nuevo sitio utiliza un enfoque sin cabeza con Next.js y Vercel, ofreciendo una mejor flexibilidad y escalabilidad.
Las características clave incluyen la funcionalidad Multi-Storefront de BigCommerce para tiendas individuales sin cabeza en múltiples países, y el CMS Prismic.io para una gestión eficiente de contenidos. El proyecto ha transformado la capacidad de ejecución de SportsShoes, con más del 80% del sitio impulsado por contenido dinámico. Una adición notable es la función Running Shoe Finder, diseñada para mejorar la experiencia del cliente para los corredores aficionados, un enfoque importante para el desarrollo futuro.
SportsShoes는 영국 최대의 독립 스포츠 용품 소매업체로, BigCommerce 플랫폼에서 새로운 조합 가능한 상거래 웹사이트를 론칭했습니다. 이번 250만 파운드 규모의 웹사이트 재구성이 인상적인 결과를 낳았으며, 전년도 대비 전환율이 19% 증가하고 평균 주문 금액이 10% 증가했습니다. 새로운 사이트는 Next.js와 Vercel을 사용한 헤드리스 접근 방식을 채택하여 더 나은 유연성과 확장성을 제공합니다.
주요 기능으로는 여러 국가에서 개별 헤드리스 상점을 위한 BigCommerce의 Multi-Storefront 기능과 효율적인 콘텐츠 관리를 위한 Prismic.io CMS가 포함됩니다. 이 프로젝트는 SportsShoes의 실행 능력을 변화시켰으며, 사이트의 80% 이상이 동적 콘텐츠로 구동됩니다. 주목할 만한 추가 기능은 아마추어 러너의 고객 경험을 향상시키기 위해 설계된 러닝 슈즈 파인더 기능으로, 향후 개발의 중요한 초점이 될 것입니다.
SportsShoes, le plus grand détaillant indépendant d'articles de sport au Royaume-Uni, a lancé un nouveau site web de commerce composable sur la plateforme BigCommerce. Cette refonte de site d'une valeur de 2,5 millions de livres sterling a produit des résultats impressionnants, avec une augmentation de 19 % du taux de conversion d'une année sur l'autre et une augmentation de 10 % de la valeur moyenne des commandes. Le nouveau site utilise une approche headless avec Next.js et Vercel, offrant une flexibilité et une scalabilité améliorées.
Les principales caractéristiques incluent la fonctionnalité Multi-Storefront de BigCommerce pour des vitrines headless individuelles dans plusieurs pays, et le CMS Prismic.io pour une gestion efficace des contenus. Le projet a transformé la capacité d'exécution de SportsShoes, avec plus de 80 % du site alimenté par du contenu dynamique. Une addition notable est la fonction Running Shoe Finder, conçue pour améliorer l'expérience client pour les coureurs amateurs, un domaine d'avenir clé pour le développement futur.
SportsShoes, der größte unabhängige Einzelhändler für Sportartikel im Vereinigten Königreich, hat eine neue komposable Handelswebsite auf der BigCommerce-Plattform gestartet. Diese 2,5 Millionen Pfund teure Überholung der Website hat beeindruckende Ergebnisse erzielt, mit einem 19%igen Anstieg der Konversionsrate im Vergleich zum Vorjahr und einem 10%igen Anstieg des durchschnittlichen Bestellwerts. Die neue Seite nutzt einen headless Ansatz mit Next.js und Vercel, was verbesserte Flexibilität und Skalierbarkeit bietet.
Zu den Hauptfunktionen gehört die Multi-Storefront-Funktionalität von BigCommerce für individuelle headless Shops in mehreren Ländern sowie das Prismic.io CMS für eine effiziente Inhaltsverwaltung. Das Projekt hat die Fähigkeit von SportsShoes zur Umsetzung transformiert, wobei über 80 % der Seite von dynamischen Inhalten gesteuert werden. Eine bemerkenswerte Ergänzung ist die Running Shoe Finder-Funktion, die darauf abzielt, das Kundenerlebnis für Amateurläufer zu verbessern, was ein wesentlicher Fokus für die zukünftige Entwicklung ist.
- 19% year-over-year increase in sales conversion rate
- 10% increase in average order value
- Improved flexibility and scalability with headless approach
- Efficient content management with Prismic.io CMS
- Enhanced customer experience with Running Shoe Finder feature
- None.
Insights
SportsShoes' transition to BigCommerce's composable commerce platform marks a significant leap in their digital capabilities. The 19% year-over-year increase in conversion rate and 10% increase in average order value are strong indicators of the platform's effectiveness. The adoption of a headless approach using Next.js and Vercel showcases a forward-thinking strategy, allowing for greater flexibility and faster updates. This move aligns with current e-commerce trends, where adaptability and speed-to-market are crucial.
The implementation of Multi-Storefront functionality for different markets demonstrates a focus on international expansion and localization. The emphasis on content-driven commerce, with over 80% of the site driven by dynamic content, reflects a deep understanding of modern consumer behavior, where engagement and information play key roles in purchase decisions. The Running Shoe Finder feature is a smart addition, leveraging personalization to enhance user experience and potentially increase sales.
SportsShoes'
The shift to a composable architecture could lead to long-term cost savings and operational efficiencies. By enabling easier platform changes and quicker updates, SportsShoes can adapt to market demands more rapidly, potentially reducing development costs and time-to-market for new features. The upskilling of the technical team to manage AWS cloud-based technologies may also contribute to reduced reliance on external vendors, further optimizing operational costs.
SportsShoes' strategic focus on engaging with the running community, particularly amateur runners, taps into a significant market opportunity. The emphasis on providing an intuitive online experience caters to the growing trend of consumers seeking specialized, knowledgeable retailers in the sporting goods sector.
The implementation of features like the Running Shoe Finder aligns with the increasing demand for personalized shopping experiences. This approach could help SportsShoes differentiate itself in a competitive market. The company's investment in a content-rich platform also positions it well to capitalize on the trend of consumers seeking informative, engaging content before making purchase decisions. By blending content and commerce seamlessly, SportsShoes is well-positioned to build customer loyalty and potentially increase market share in the sporting goods e-commerce space.
Since the site launched earlier this year, SportsShoes has seen its sales conversion rate increase
With its mission to help people lead happier, healthier lives through running and fitness, SportsShoes serves all levels of customers, ranging from elite, Olympic-level athletes to those just starting out on their fitness journeys. That goes hand-in-hand with offering the best online retail experience. Limited by its previous legacy system, SportsShoes tapped BigCommerce and its partner ecosystem to modernize its ecommerce operations as part of a
“We knew there was an opportunity to unlock more revenue from our website, and we took advantage of this project to set a new standard in online sports retail,” said Jon Cleaver, chief technology officer at SportsShoes. “Replatforming to BigCommerce enabled us to build a best-in-class composable digital experience that is delivering exceptional results and transforming our business.”
After the site fully launched earlier this year, SportsShoes has seen its conversion rate increase
Going into the project, Cleaver and SportsShoes knew they wanted to take a headless approach to replace the retailer’s monolithic ecommerce website. The new site uses the latest web development framework Next.js hosted on Vercel, taking advantage of its zero-configuration deployment, global scalability, availability and performance. This new level of flexibility allows SportsShoes to easily change platforms as technology evolves. Which previously would have been very time consuming and costly to change. By adopting a composable architecture, they can quickly and easily be swapped out, which showcases how digital project expertise connects with business priorities.
Since rolling out the first significant update in August 2023, SportsShoes has been on an iterative launch journey, with each progressive rollout building on customer feedback and managing risk. This was achieved by releasing international stores one at a time while the existing site was still trading. When the team rolled out to its largest market in the
SportsShoes also leveraged BigCommerce’s Multi-Storefront functionality to create individual headless storefronts for the
“SportsShoes went into the project with an innovative vision to leverage a composable architecture that would both future-proof the site but also make it immediately easier to operate, improve the checkout process and deliver engaging customer experiences,” said Mark Adams, senior vice president and general manager of EMEA at BigCommerce. “Working with some of our great partners, BigCommerce was proud to help deliver this project.”
Behind the scenes, the project has transformed the SportsShoes team’s ability to execute. Compared to the previous web and content development models, the company now has a more cohesive team approach to get the best content online and quickly in front of customers. As a multi-brand retailer, this is particularly important because success depends on the strength of the products and their associated content. Now, more than 30 people across teams use Prismic.io CMS to execute updates from changing an image to publishing a product article in several languages. The website is constantly being refreshed adding articles, products, store pages and other content without a need to change code. Over
“This project represents a significant change in our ability to provide the quickest and most intuitive online purchasing experience for all our customers,” Cleaver said. “This is particularly important since a growing part of our business plan is to engage with the running community. Whether they are elite or casual, it is important they can access the best products to suit their needs. For amateur runners in particular, this is a significant addressable market and a focus for future development.”
A runner himself, Cleaver helped design and refine the new site’s Running Shoe Finder feature, which asks customers a series of questions about the type of running they do in order to recommend products.
To learn more about how to build a resilient tech ecosystem using composable commerce principles, download BigCommerce’s recent guide Resilient Ecommerce Architecture: Build to scale with composable commerce.
About BigCommerce
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Media:
Brad Hem
pr@bigcommerce.com
Source: BigCommerce
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