Running up the score
Today, GameDay is a BigCommerce Elite partner, creating online stores and impressive outcomes for its customers, including the AFL.
As a league, every club is experiencing:
- Improved sales growth
- Greater brand exposure via SEO and SEM
- Successful email marketing with a platform that can handle large spikes in demand
- Buy now pay later and abandoned cart integrations bring in additional revenue
Additionally, many clubs are successfully using point-of-sale (POS) and stock management systems for easy checkout and fulfillment.
“The clubs are taking full advantage of the increased performance through BigCommerce’s API. This includes superior promotion capabilities with different styles of coupons, discounting and bulk uploads of coupons and vouchers,” said Richardson. “We're talking tens of thousands of coupons getting created. This wouldn't be possible without the API being in place.”
Last, but not least is the speed by which AFL teams have been able to launch on BigCommerce. For example, both the Adelaide and Port Adelaide clubs launched on BigCommerce in less than three weeks.
Since its 1885 founding, the Richmond Football Club, known as the Tigers, has won 13 premierships. The most recent wins include 2017 and back-to-back wins in 2019 and 2020.
As you can imagine, website traffic increased significantly following Richmond Football Club’s victories. In 2017, gross sales were $2.6M and for 2019 and 2020, gross sales totaled $3.43M and $4.75M, respectively.
“Roughly 10,000 concurrent users were on the site immediately after the Tigers won the 2020 AFL premiership. If the club would have still been on our previous homegrown platform the site would have fallen over,” said Richardson. “However, on BigCommerce, the site was still flying, even to the point of being able to process a half million dollars of sales in one hour!”
Getting the assist with integrations
Apps and integrations have proven golden for the club as well. An integration with Ticketmaster enables the real-time verification of club membership and provides members with discounts — something they were not able to do previously. Then there’s a unique customisation feature that enables fans to add their names to jerseys before purchasing to see what it will look like in real time.
Some of the club’s top-performing apps and integrations:
- Easy Upsell brought in $193,000 worth of revenue of which nearly all of it came in the week around the club’s premiership victory.
- Facebook Shop enables the club to sell merchandise directly on the Facebook platform and checkout on the team’s website.
- BigCommerce’s abandoned cart saver enabled the club to pull in an extra $354,000+ in sales between March 20, 2019 and November 24, 2020.
“The clubs are taking full advantage of the increased performance through BigCommerce’s API. This includes superior promotion capabilities with different styles of coupons, discounting and bulk uploads of coupons and vouchers.”
DIRECTOR OF DIGITAL, GAMEDAY