TFG launched their OmniChannel strategy in 2014 with @home and hi-online’s e-commerce platforms and Sportscene, DueSouth and Totalsports soon followed in 2015. Each brand retains its unique identity while operating on the same shared system. This way, new features and functionality that are applied to one brand, can be offered and implemented quickly and efficiently to others.
“The shared system gives TFG a fantastic platform for understanding the customer and how the shop, informing smart product recommendations and giving brands the ability to collaborate with co-branded promotions,” adds Adam Whitehouse, NATIVE VML creative director. “The platform not only enriches the shopping experience for the end consumer but provides TFG with valuable opportunities to offer deep levels of discoverability as customers can browse through all the sites.”
Since its launch, there have been more than four million customers visiting the platform, 45% of which were new to online shopping. In addition, on average online checkout has doubled the value of average in-store purchases.
“TFG believes the time is right to offer customers an integrated shopping experience that is fully immersive, regardless of which channel consumers use to engage with TFG and our brands,” adds Robyn Cooke, head of e-commerce at NATIVE VML.