Warrington Wolves Upgrade Online with Touchretail and Urban Zoo

Last year, we worked with Urban Zoo to take Warrington Wolves’ eCommerce to the next level with a new, fully integrated online store.

The Wire

Warrington Wolves is a rugby league football club with an illustrious history dating back to 1876. They were one of the original clubs to form rugby league and are recognised as one of the most prominent and successful clubs in the sport. Warrington Wolves are three-time Super League champions, and have won the Challenge Cup nine times, amongst numerous other honours. The team’s nickname, ‘The Wire’, is short for ‘Wirepullers’ in reference to the major industry of the town when the club was founded.

Warrington Wolves Digital and eCommerce Upgrade

The club partnered with sports technology experts Urban Zoo, another Warrington-based business, to transform their online presence with the launch of a new website. The second phase of the digital upgrade was to introduce an online store to give fans a seamless transition from the club’s official website to its eCommerce experience. This was where we came in.

Online Sports Club Retail Integration with TRIMS

Using our experience in the sports retail sector, the Touchretail team worked with Urban Zoo to integrate TRIMS with Warrington Wolves’ new website. TRIMS has built-in functionality designed specifically for sports club retail, and provide inventory management and POS software that synchronise in-store and online sales channels.

Specific TRIMS features, like Kit Builder, allow fans to customise their replica kit online and in-store whilst providing accurate stock management, automatic reorder and replenishment, with detailed analysis of individual letters held and sold.

The Touchretail and Urban Zoo collaboration gives Warrington Wolves’ fans the ability to link their membership across channels, see their loyalty points and redeem loyalty rewards. They will also benefit from a superior user experience online with a detailed product selection filtering process and intuitive product search.

Warrington Wolves kit shop

Comments from the club, Urban Zoo and Touchretail on the collaboration:

“We are delighted to link up with Urban Zoo and Touchretail to provide our new online retail platform. “The two companies have successfully worked together on projects within sport, giving them a clear understanding of what we wanted from this project.

“The new retail platform will be strongly integrated with the club’s main website, allowing supporters to enjoy a smooth online journey, when both navigating and making purchases from our extensive merchandise range.”

Nicola Bell
Head of Retail at Warrington Wolves


“We are proud to continue our digital partnership with the Wolves and by developing the new online store this brings the latest technology to the retail platform and importantly provides the fans with a consistent and more seamless experience when visiting both the main club website and making online purchases”

James Campbell
CTO at Urban Zoo


“The team at Touchretail (Part of the Swan Retail Group) have thoroughly enjoyed working with Warrington Wolves and collaborating once again with Urban Zoo to deliver a fully immersive retail platform comprising of TRIMS and Gamechanger.

“We are excited to see how Warrington Wolves can progress the retail arm of their business by utilising modern technology and industry leading retail software.”

Stu Francis
COO at Touchretail (Part of the Swan Retail Group)


Explore Warrington Wolves’ online shop with replica kit, trainingwear, leisurewear and other official merchandise.

Enquire today about TRIMS and our sports retail solution.

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