Leading omnichannel payments provider Optomany has helped to transform the fortunes of West Ham United Football Club, driving a double-digit increase in e-commerce sales as part of a major digital transformation project.
The English Premier League club’s board identified retail growth as a major focus area following its move to the London Stadium in Stratford – targeting a best-in-class environment and 40% increase in e-commerce sales versus Upton Park.A major piece of the puzzle was to integrate payments across its online and offline channels; the latter including a megastore and warehouse at the London Stadium, and outlets in Romford and Lakeside.
The club demanded a flexible, scalable and robust gateway solution, competitively priced and featuring high availability and resilience.
To meet its exacting demands, West Ham United needed a payments partner with proven industry experience and a strong focus on the customer, but with enough flexibility to develop a commercial package to suit its specific requirements.
Consultancy Sports Fusion, which managed the IT migration from old ground Upton Park, had no hesitation in bringing on board Optomany and partner Retail & Sports Systems to provide all payment gateway services across the West Ham United estate, including 50 chip and PIN devices and an e-commerce payment platform.
Optomany offers a highly experienced team with a reputation for top quality support, time to market and cutting-edge technology. The Optomany platform also crucially enables clients to reduce the scope of their PCI compliance efforts by ensuring no card details are stored on client systems – cutting costs and risk.
“There were 42 workstreams implemented at the London Stadium and Optomany delivered with coherency and against a timeline,” says Mike Bohndiek, a consultant for Sports Fusion who has subsequently joined West Ham United as Head of IT. “They provided detailed documentation when asked and had a clear understanding of what was required, how that would be achieved and a clear pathway between the two.”
Since the payments platform was rolled out Optomany and RSS have helped the club achieve some excellent results, exceeding projected growth.
Black Friday orders increased 44% from the previous year, and over £5 million of value has passed through the system since its June 2016 launch.In the region of £200,000 were taken in store and a further £60,000 online on the peak day so far.
The Optomany platform was built from the ground-up with omnichannel in mind. It features tokenisation capabilities which support one-click purchasing and offer retailers a single, real-time view of each customer’s spending profile. This allows them to tailor promotions and marketing, and improve the customer experience with things like seamless cross-channel refunds.