Queensland Rugby League last year made the bold decision to take the online Maroons Shop in-house for the first time ever.
The early signs show the decision to run the e-commerce business internally to build non-traditional sustaining revenues into the future has been a great one.
QRL chief operating officer Rohan Sawyer said QRL had spent the past three years "building the base of our digital platforms and the time was right to look at an emergent strategy to deliver for our fans".
Since the launch of Maroons Shop, fans have been loving the access they have been provided to the latest Queensland Maroons fan gear and merchandise.
While QRL held high hopes for what the shop would be able to deliver to fans, the website is already performing above expectations. So far there has been a:
- 53 per cent increase in revenue year-on-year (YOY)
- 10 per cent increase in quantity of orders
- 45 per cent increase in traffic to the website
The new online shop has also been a hit with younger demographics and has seen a 115 per cent increase in traffic from those aged between 18-24. There has also been a 15 per cent increase in traffic from those between the ages of 25-34.
These results speak to a healthy brand identity and one that has developed a deeper engagement strategy with Queensland fans.
The launch of the e-commerce platform back in December was phase one for the project, and there are big plans in place to grow the asset, to bring more popular products to the store and drive value to the QRL’s key partners.
Sawyer said phase one had been "all about the best e-comm experience".
The QRL knows the importance of nurturing owned-assets and will continue to think “out-of-the-box” to deliver for partners and fans.
“We have exciting new product launches coming this winter with the arrival of 47 headwear and a new athleisure range from Cotton On launching exclusively on the shop in June,” QRL senior brand and marketing manager Jessica Walker said.
“The e-commerce platform also provides us with the opportunity to grow our database of highly engaged fans with member discounts and exclusives available throughout the year.”
The current 2020 off-field range which is celebrating 40 years of State of Origin, is still available, as is the 2020 Queensland Maroons jersey.
Forged by History
With both the men’s and women’s State of Origin games being officially confirmed to take place in November this year, Queensland fans are encouraged to get behind their team and show their support.
New apparel and special themed jerseys will continue to be provided throughout the year and will be available exclusively through the Maroons Shop.
Sawyer added "as we continue to innovate our offering, fans and members will come first".
"Maroons Shop will become the 'one stop shop' for rugby league in Queensland in 2021," Sawyer said.
"We are also looking to build out our data and broadcasting (OTT) capabilities in 2021 to deliver more content to fans."