JJ Leisure Make Things Personal

12 April, 2016

As a busy team manager looking to personalise football kit and memorabilia online, the last thing you want to encounter is a company that relies purely on automation. Despite this fact, many businesses in the industry continue to lack the human touch that's clearly so important to customers.

Bearing this in mind, it's little wonder that JJ Leisure have thrived thanks to the highly-personalised services they provide. Taking care to add a personal touch to everything that they do, they continue to stand out by a mile within the competitive market.

Over the past few years, the satisfaction JJ have delivered to team managers and event organisers has seen the company grow to new heights. To help match this rise and enhance their existing online presence, they approached us to develop them a responsive new website that would fit in with the ethos of their company.

Right from the off, it was key for us to consider the needs of JJ's potential customers. In line with the values so important to them, over-complication of the personalisation process they provide had to be avoided at all costs.

We needed to ensure that the site we built was incredibly simple to interpret and use.

With this in mind, we included easily-accessible, collapsible menus to make each area of the site simple to navigate. Each of the personalisation sections were also laid out in a carefully-structured way.

In terms of customers then making orders, step-by-step instructions have been included that clearly explain how to use the informative brand guides to successfully measure players prior to ordering.

When customers then progress to buy the kit they've selected, they can choose to personalise individual or multiple pieces of kit as required. During the checkout process, options have also been included to enable customers to add their own team emblem to a kit.

Another feature we integrated for the client was a 'My Club' section, where team managers can partner up with JJ to have their side permanently featured on the site. This is great for managers, as repeat kit can be ordered for new and existing players as required.

In a move that then helped us to further add to the user experience, our experienced copywriters also produced all the content for the JJ Leisure site - a task relished by our football-mad marketing team. This helped us to populate the site in a way that we knew would benefit JJ's customers.

For the back end of the site, it was vital that we built the site to include a bespoke version of our CMS (content management system). This has been designed to allow the client to easily track orders and maintain their products and content on an ongoing basis.

Following completion of the site, Andy Bedford of JJ Leisure was delighted with the results:

"After a few years of frustration dealing with another web design/hosting company it's been a breath of fresh air dealing with Evoluted and particularly, Becky our project manager. Right from the design concept to completion Becky has been a brilliant source of communication.

"Something as simple as answering the phone and being able to have a conversation with someone that knows the site inside out, bounce ideas around with and find solutions to complex problems with has been great.

"We're really impressed with our new site and the usability for the consumer, particularly with the bespoke way the 'back end' of the site works and how we can update and amend a whole range of functions. Overall, we're very impressed with the site and the service."

Reflecting on the project, Evoluted's Managing Director Ash Young said:

"Given how important JJ's personal approach is to them, we knew that we had to deliver a website that would resonate with their potential customers. Combined with their obvious passion for what they do, we're confident the site that we've developed will help them to achieve their goals moving forward."


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