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In London, sports equipment in a 100% digital environment

Publié le 21 August 2014

Pro Direct Soccer is an online retailer specialising in sports equipment. The brand’s first 100% digital store has just opened in London: customers can choose what they want with touchscreens. There’s a choice of buying in-store, on the site, paying by PayPal and even home delivery.

In London, sports equipment in a 100% digital environment

Since 2013, the sports equipment market has grown, specialist stores have experienced a 4% increase in sales and the sale of sports shoes has gone up 4.5%. (Source: NPD Sports Tracking Europe). In this very competitive market, Pro Direct is a distributor who’s standing strong thanks to its success and global coverage.

Adrian Lake, a director at Pro Direct, has managed an average growth rate of 85%. He sells professional football, rugby, running, cricket and tennis products online. Dealing with 20 brands, including Adidas, Nike, Puma, Mizuno, Lotto and Joma, the store offers a wide selection of products, making for the world’s largest shop window.

Pro Direct has opened a store on the fashionable Carnaby Street, which only adds to the customer experience. On the corner between a nightclub and football shop, the store is set on two floors, offering a new approach to shopping thanks to touchscreens. They allow customers to choose articles, also giving a preview on a virtual model. The company saves space with the virtual touchscreens which they believe is an asset. The store is colourful, sleek, uncluttered and meticulously looked after. This digital interaction occurs in an artistic space and the futuristic vibe with scattered screens creates a real ‘street view’ concept, worthy of trendy brands close by like Cheap Monday or Superga.

Pro Direct are experts in digital communication, topped off by the in-store experience. 170,175 fans follow on Facebook which features daily updates on new products (shoes, gloves, etc) and football star news (competitions, birthdays). With 64 000 Twitter followers and more than 6,000 tweets in three years, the company’s an online hit. Instagram photos seen by more than 300,000 followers add to the brand’s unique artistic universe. It’s a real digital experience to be tasted in-store and online.

Practical information:

Pro Direct

19 Foubert’s Place

London WIF 7RS


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