The fans are the heart of Bath Rugby. And digital is at the heart of the club’s strategy for engaging them. As Bath’s new digital partner, we focused on user insight to create new websites that boost the brand by putting fans first.
We were tasked with developing a first class website and shop for Bath Rugby, connecting with fans, improving revenue and reflecting the brand, ambition and vision of the Club.
Positive recommended undertaking an initial user research study to provide deeper understanding of how fans and stakeholders interact with Bath online. We recognised this would offer fans an opportunity to flag up any barriers they faced when interacting with the sites.
Our strict content strategy balanced commercial objectives, with information the fans wanted. The homepage includes fast access to future games, match overviews, media coverage and travel updates. ‘Next Match’ offers TV and radio coverage plus match-day weather forecasts, plus a fully featured ticket purchasing experience drives sales.
We recommended replacing Bath’s original iPhone app with a mobile site, offering wider reach, raising the Club’s profile and delivering additional traffic.
For the shop we reduced pagination, focusing on products and including size specific guidelines for clothing ranges and detailed zoom images. We introduced Season Ticket holder discount when ordering online, free delivery and free returns, plus PayPal as a payment method. Moving forward the level of sophistication built into the back-office system ensures endless opportunities, from creating discount and voucher codes to offering complex bundles. Collectively we’ve made shopping online a really attractive proposition for the fans, with the figures speaking for themselves.
The sites were delivered on time and on budget, with turnover in the first month alone up 45%.
The mobile site has seen 593,000 page visits, with 47% of traffic now coming from search – something the app wouldn’t have picked up.
Within the first three months of the shop going live, Bath saw a 35% increase in online sales.
‘Positive were selected for their all-round professional approach, and relaxed and friendly attitude. We are really excited by the in-depth knowledge and understanding that Positive will bring to our digital strategy over the next few years.’
Jez Curwin, Marketing and Communications Director, Bath Rugby