Man Utd signs deal to boost fans’ online shopping CX

manchester-united2Manchester United FC might be struggling to return to the glory years of Alex Ferguson’s reign but the club is aiming to give fans something to shout about off the pitch with a major overhaul of its online shopping operation.

The Premier League club’s latest signing sees German tech firm Scayle become its official ecommerce platform partner. It will launch a new online retail store later this year in line with the club’s ambition of delivering a “best in class direct-to-consumer experience” for its global fanbase.

Set up in 2018, Scayle’s Commerce Engine already powers 140 online retail operations with a strong focus on the fashion, lifestyle and sports sectors, including Deichmann, Marco O’Polo, Depot, and FC Bayern.

The company maintains it will “give its all” to co-creating an ecommerce presence that Manchester United fans are proud of and “does justice to the club’s legacy of continuously redefining excellence, both on and off the pitch”.

In a statement, the club said Scayle’s “deep rooted expertise” in ecommerce coupled with their commitment to delivering an “industry leading ecommerce experience for our fans”, were key factors in the decision to appoint the Hamburg-based firm.

Manchester United CEO of direct to consumer products and experiences Phil Lynch added: “Manchester United is always looking for new and innovative ways to improve our fans’ experience.

“We are delighted to be partnering with Scayle to further enhance our ecommerce offering, delivering an exceptional fan experience through personalisation and a premium best in class commerce platform.”

In 2021, Manchester United appointed Dominic Jordan as its first director of data science in a bid to help players and staff deliver success on the pitch.

Jordan, an experienced data scientist with a background in geospatial analytics, joined from N Brown, and has been will be tasked with improving the way the Premier League club connects and analyses the vast amounts of data generated across its operations.

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