ELO Touch Tablet

By Karen Moss

PURENET has won the contract to design and build the new e-commerce web store for West Bromwich Albion Football Club.

The Barclays Premier League club are looking to integrate the solution to their point-of-sale (EPoS) and customer relationship management (CRM) systems, increase sales and give their fans a better user experience. The new web store will replace West Bromwich Albion’s existing e-commerce site in time for the Adidas kit launch, for the 2012/13 season, later this year.

The web solution will be designed and built by PureNet, who have already implemented the e-commerce solution for West Ham United Football Club, which incorporates a fully-integrated Facebook shop and mobile-optimised website.

The club’s new online store will incorporate a range of effective merchandising functions including a sophisticated promotion engine, wish lists, kit personalisation and featured products. It will also integrate with a number of third party systems to take stock levels and provide CRM information, making it a true end-to-end solution.

West Bromwich Albion’s head of retail, Paul Bradbury, says: “We were drawn to the PureNet WebPOS platform for its ability to manage complex product information, rich functionality and flexible front end. We are looking forward to extending our unique brand experience and great range of products to our UK and international fans and followers.

“The eCommerce platform will tie in with our entire operation, allowing for a smooth integration with all levels of the software, from sales through to order processing, fulfilment and distribution."

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