Work

A Lesson in Teamwork

We teamed up with Steiner Sports Memorabilia to construct a comprehensive online shopping destination for autographed sports memorabilia. Because Steiner’s consumer base thinks and shops differently than an average consumer (i.e., they’re fanatics), traditional online retail models couldn’t serve them, or capture the potential of Steiner’s offerings.

  • 40% increase in average order
  • 60% increase in order volume
  • 37% increase in sales
  • Steiner wins Gold at Multichannel Merchant Awards

In order to create a site perfect for sports enthusiasts, hobbyists, first–time memorabilia collectors, and gift–givers, we had to think like they do. That’s why, in addition to extensive analysis of the old Steiner site, we conducted in–depth interviews and surveys of their customers.

During this process, we uncovered some novel ideas for organizing and personalizing the site, satisfying Steiner customers’ needs, and driving up the site’s conversion rates.

Some of the new custom features that contributed to this increase are:

  • Enhanced browse–by and search categories that break the mold of the typical product type–based shopping, which does not work for sports memorabilia
  • A personalization engine that customers can use to request personalized signings, receive product recommendations, and sign up for targeted, opt–in email for products and promotions based on indicated preferences
  • Effective merchandising tools including cross–selling features on the product page and shopping cart, a "See it Framed" feature that provides a realistic preview of a photograph, and Upsells that recommend related items based on business intelligence and purchase history
  • Self–service tools including express checkout, loyalty rewards, check order status, and wish–lists
  • A "Gift Center" to help first–time buyers and holiday shoppers with features such as a Gift Finder, Gift Certificates, and Steiner Kids – a special section that focuses on starter kits
  • Complete integration with Steiner’s accounting, fulfillment, and warehouse systems, giving the site real–time inventory updates, allowing immediate internal review of orders, and automatic accounting system order reconciliation and reporting
  • In the end, what made this project a success was a combination of Steiner’s unique offerings and business acumen, letting the customers explain what they were looking for in a memorabilia website, and our own ability to fuse savvy design with technical expertise.

www.steinersports.com

Ai's website structure has scaled beautifully and we now sell over five times the number of products we were able to before.

–Kevin Lee

Director of E-Commerce for Steiner Sports

SteinerSports.com wins the Gold award for Multichannel Merchant's 'Best Small Web Merchant Ecommerce Website of 2006.'