As a prelude to this summer’s World Cup in Brazil, international agency, Quisma, has evaluated how effective the tablet sites of a number of European sports retailers are.
Using qualitative analysis, Quisma rated sports retailers based on four factors that each had their own weighting. The homepage counted for 40%, product detail page 30%, the shopping cart was 15%, as was checkout.
Each of the top four weightings had their own considerations, including the structure of the website, the visualisation, the usability and specific content. Quisma opted to leave out trust because of specific country differences.
Quisma deems the homepage as most important because as it is the entrance to the online shop. The agency states that it should inspire the customer and encourage a purchase, therefore it is the first and sometimes deciding impression.
SportScheck leads the pack
German brand, SportScheck, came up trumps in Quisma’s study, topping the agency’s final score chart. JD Sports was second, while Karstadt Sports third and UK sports retailer, Sports Direct, made it into fourth.
Unsurprisingly, Ellie Edwards-Scott, UK managing director of Quisma, spoke of how sporting retailers can expect a bumper summer of sales in the run up to the 2014 World Cup taking place in Brazil.
“The World Federation of the Sporting Goods Industry (WFSGI) expect a surge in demand for sporting goods as a result of World Cup hype,” Edwards-Scott said.
“Year-on-year total revenue is predicted to grow by 4%, generating 8 billion euros; so focusing on your tablet experience is essential in the run up to and during the World Cup.”
