Arsenal Football Club

E-commerce Site Of The Year, UK E-commerce Awards

“This is such fantastic news for everyone. The teams have worked so hard behind the scenes to bring our fans the best online experience we can.”

Jonathan Yardley
Head of E Commerce, Arsenal Direct

We’re thrilled to announce that KPS and Arsenal Direct, the official online store for Arsenal Football Club, won best ecommerce site at the UK Ecommerce Awards (Sep 16th 2020) in the Sports, Leisure Toys category.

We’ve been working with Arsenal Direct, the official online store for Arsenal Football Club, for the last 3 years. We’ve transformed their site (and resulting KPIs), redesigning the user experience and allowing the business to scale up fast, with a new platform, increased product lines, and features such as tools for customising football kits and fan-favourite memorabilia.


Arsenal Football Club

Improvements have been seen across the board – for instance, significant improvements in page load speed, conversion rate improvements over 20%, to name but a few.

Commenting on this fantastic work by the Arsenal & KPS teams, Judge Davina Lines said: “This was a complex and well-presented project. Noticeably a lot of hard and excellent work has gone into the website that has considered the full user journey on and beyond the site.”

Since the launch of the new site in 2017, the teams have continued to innovate, integrating stadium tours into the main site, adding new payment methods, optimising the checkout process and implementing a continuous improvement programme.

We’re thrilled to see Arsenal and KPS’s hard work to revolutionise the site – and business – performance – has been recognised at these prestigious awards. We’ve been working together for over 3 years, launching the new site in 2017. Since then, we have run a continuous programme of improvements, reviewing customer journeys, adding new features to improve the site, and the end result is a great experience for the site visitor, and a boost to the Arsenal Team’s KPIs."

Barnaby MoffatCommercial Director, KPS
Site speed improvements of
Conversion rates increased by

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