August 9, 2006, 12:00 AM

NFLShop.com kicks off newly redesigned site

The National Football League last month launched a newly redesigned and enhanced version of its online store, NFLShop.com. The NFL has used a multi-channel approach to market the enhanced site, mailing 2.5 million catalogs to coincide with the launch.

Bill Briggs

Senior Editor

The National Football League last month launched a newly redesigned and enhanced version of its online store, NFLShop.com. The NFL, No. 130 in the Internet Retailer Top 500 Guide to Retail Web Sites, has used a multi-channel approach to market the enhanced site, mailing 2.5 million catalogs to coincide with the launch.

“The site is clean, but includes many elements that provide our consumers with some of the bells and whistles they enjoy,” a company spokesman says. The association took four months to develop the site, using technology from GSI Commerce Inc. GSI Commerce is providing technology, fulfillment, customer service, merchandising and marketing services and will oversee the NFL’s direct-to-consumer sales of licensed NFL merchandise.

New features on NFLShop.com include:

  • 7 different home page designs that coincide with new promotions launched every few weeks.
  • A DVD page with Flash player on which shoppers can view clips of DVDs.
  • A new shopping cart with a pared-down checkout process.
  • Zoom and 360-degree rotation on 500 jerseys.
  • New product pages that feature customer testimonials, content from suppliers, and “mini-cart” technology that enables customers to continue shopping without leaving the product page.
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