eCorner

eCorner
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Wednesday, 15 April 2009

eCommerce in Sport

Today more than ever consumers want to search and buy online. Results from recent surveys have shown that more and more search engines like Google dominate when consumers look for products. 
It is true also in sport. In Australia and worldwide millions of people are involved in sport. Starting at an early age children join sports clubs and associations and remain loyal members, often for life. Nearly every Australian is in one way or another involved with or participates in a sport during their lifetime.

What are the key areas for eCommerce in Sport

Every sports association, federation, club or group has some need to sell to its members and supporters. This is often done to raise money to support the development and management of the club itself. Many times this is left to third parties or members to organise and as a result the opportunities are lost. But it can also result in the members themselves paying too much for the merchandise.

 
There are many products that can be sold online effectively:

  • Official uniforms or apparel
  • Sporting essentials like balls, goal posts, bats etc
  • Membership to the club or association
  • Tickets to venues, games and events
  • Supporter’s merchandise
  • Books and videos
  • Photos and images from games and events
Although sport has embraced the internet and World Wide Web in many ways selling merchandise to club members has generally been only at the large commercial end of the market. Fundamentally the reason for this has been costs, resources and available skills.
 
New eCommerce technologies like ePages have changed that and now it is possible for any club or association to start and run an online store for less than $100 per month with minimal and maybe no upfront cost.

 
What can you expect as an estimate for your eCommerce technology? 


The answer will vary from club to club but we have provided a simple estimate tool that can give you some idea of what to expect. These costs do not include:
  • Cost of products 
  • Cost of shipping 
  • Business taxes or fees 
  • Bank and credit card fees 
  • Human Resources 
  • Cost of traditional marketing
These traditional business costs will vary from club to club. 



By tackling the eCommerce opportunity the club can sell more merchandise directly to members and supporters which may cut out the middle man. This can help increase revenue (funds) for the club or association. It also creates an opportunity to connect with members and supporters. The benefits to the club:

  1. Increased revenue from merchandise sales 
  2. Reduce costs to members and supporters 
  3. Improve service levels 
  4. Improve member and supporter contact and loyalty
This is a quick overview of the subject of eCommerce and Sport. There are many possibilities and a great deal move that a club or association needs to think about before starting an online store. Here are a few examples of clubs and associations selling online today:
Australian Rugby League Development

If you represent a club or association and are interested in learning more about the issues that surround starting an online store to sell merchanise, tickets, memberships or any product you can contact ecorner and ask for a free whitepaper about eCommerce and Sport.
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