Just Hockey transforms and future-proofs its online business, achieving significant ROI
Just Hockey is Australia’s largest Hockey equipment retailer. Established in 1986, Just Hockey has grown significantly over the years, establishing Just Hockey retail outlets in all major capital cities in Australia as well as a network of regional agencies and professional shops.
After 14 years of successfully operating its physical stores, Just Hockey saw the opportunity for the business and sales growth that the web held. Nathaniel Nelson, General Manager at Just Hockey said: “The Just Hockey outlets were doing very well, but we knew that there were markets, particularly in regional areas, that the physical stores just couldn’t reach. To maximise these sales opportunities, in 2000 we realised it was time to take on the web, launching the Just Hockey website”.
By 2006, Just Hockey had established a decent web presence, but decided it was time to upgrade its website. It was looking for additional functionality and an easy to use interface to simplify the online shopping experience for customers. It needed to be able to showcase its ever growing range of equipment and variety of brands while offering visitors comprehensive product information and industry news. Finally, it needed to be able to make regular changes and updates to the website, which would need to be entirely managed and facilitated by the Just Hockey team.
Shortly after engaging website specialists, bwired, the new site was launched on bwired’s content management system, coreDNA, a production ready platform that allows for flexibility and control of web content, eCommerce and online communications.
“The new website has a professional and interactive design that allows us to display our huge range of products without it looking cluttered or chaotic. The store locator and search feature along with an intuitive and clean-cut user interface makes finding the right product effortless. The experience for the user is positively seamless,” said Nathaniel.
The eCommerce and product catalogue modules that Just Hockey has deployed, assure security and ease of use for online shoppers, intuitively guiding them through the buying experience. Just Hockey has also recently added advanced features that allow for suggested and bundled options when customers are making a purchase. “The extremely intuitive nature of this function, allows us to up sell to customers and offer special bundled packages on the site. This is something that is usually a big challenge in an online selling environment because there is no sales person to help the customer through the purchasing decision, so we envisage that this will deliver a boost in online sales,” Nathaniel commented.
Through effective use of its website, Just Hockey has become the information hub for the Hockey industry in Australia as it runs a comprehensive news forum on the site which provides the latest Hockey industry news from around the world. It also has a dedicated Help and FAQ section as well as a Hockey Directory for certified clubs and associations.
Just Hockey also uses a visitor registration module, integrated with a newsletter manager module to segment their database. This allows Just Hockey to frequently communicate with its customers with personalised news, special offers and new products. “These tools all work to increase the engagement with visitors, keeping them on the site for longer and build a relationship beyond the sale,” Nathaniel said.
Just Hockey’s effective online and offline marketing strategies have ensured it is ranked at the top of all search engines. “The majority of people who visit our site either find us by typing in the URL, or typing “Just Hockey” into their search engine. Our offline presence, including marketing via catalogues, advertising and sponsorship with most Hockey clubs around Australia, has helped us to build a strong level of brand awareness and credibility that drives people to the site too,” Nathaniel commented.
“The investment in our website is future proofed because we can easily innovate and enhance the site, customising it to suit customer’s needs. The flexible, modular architecture allows enhancements to be made and new features can be added and launched quickly, as needed. We are actually about to launch a bunch of new modules, including a customer review section that allows customers to share their thoughts and rate products.”
“Our online presence has changed dramatically since it was originally launched in 2000. Since working with bwired, we have transformed the way we conduct our business online, with the website now driving a strong proportion of total revenues. Not only have we been able to accomplish effective online brand management, that is consistent with our physical presence but we have achieved a good return on our online investment.As online retailing becomes increasingly important, we plan to continue investing in making the site as effective as possible,” Nathaniel concluded