Southampton FC

Excelling at online retail and fan-first engagement

Our partnership with Delete has enabled us to realise our ambitions for offering a best-in-class digital experience to our fans. Delete’s passion for understanding both our brand and business objectives at a commercial level made them the perfect partner for this project.


Ambitious online retail experience

Southampton FC wanted to overhaul their digital estate and online retail experience, allowing their global fanbase worldwide to have a premium experience and purchase merch direct from their beloved club.

Mobile-first strategy for cross and upselling merch

We built the club’s new Sitecore DXP to optimise conversion on mobile devices. All interactions are designed for ease of browsing and quick discovery of products, accessible with simple intuitive gesture controls - underpinned by a clear and bold user interface. The retail team can now configure discounts or generate promotional codes quickly, with price reductions displayed to nudge fans into purchase. Upsell components are used on product pages and in the basket to encourage fans to add related items and complete product sets.

Seamless technology integration

The Sitecore platform harnessed Ucommerce to provide the core functionality, whilst the solution also integrates seamlessly with Southampton’s back-office systems, providing product data, real-time stock inventory, discounts for members / season ticket holders and fulfilment. The new solution also provides users with the ability to log in to the main and the retail site, using a single set of credentials and a newly-combined ‘my account’ area, encompassing retail orders and contact details.


  • 99% increase in transactions
  • 185% increase in revenue
  • 42% increase in average order value