Stoke City FC

The world’s second oldest professional club

Coming a long way since the days of the Stoke Ramblers (1868); this, the world’s second oldest professional club has of late defied all the odds with several successful seasons in the Premier League, as well as FA Cup Final and UEFA Europa League appearances which has seen the Club's name spread far and wide around the globe. With the opening of a modern all-seater stadium in 1997 by one of its favourite sons; Sir Stanley Matthews, the club has gone from strength to strength and gradually established itself as both a landmark for excellence on the pitch and as an example of the governance it takes to sustain a place at the pinnacle of the modern football pantheon. A testament their most famous former player would surely take pride in as his modern day counterparts head out from the tunnel and over his centre circle ashes every single match day.

  • Client: Stoke City F.C.
  • Location: Bet365 Stadium & Potteries Shopping Centre, Stoke-on-Trent, Staffordshire
  • Stocks: Sportswear, Sporting Goods, Gifts and Souvenirs
  • Services: Stadium, Retail Stores & eCommerce
  • Installed: November 2016
  • Legacy System: Seetickets
  • Website:

Requirement and Challenges

With advances in both retail and online functionality, Stoke City FC took the decision to seek out partners that would not only bring modern systems and platforms beneficial to their loyal and ever-growing fan base, but ones that were ideally experienced in the professional sports arena and also with a view to those most suited to long term collaborative partnership goals.

With completely new retail hardware required to equip both the bet365 stadium club shop and the nearby (Intu) Potteries Shopping Centre club shop and Warehouse, Stoke City FC required a proven EPOS solution to work alongside their new Magento 2 powered online shop.

Stoke City FC

Touchretail’s Solution

For both retail stores we supplied the robust, compact but high performance Aures Yuno till solution complete with customer facing digital signage screens. In addition to looking fantastic, these point-of-sale visual focal points are ideal for building loyalty, highlighting promotions, marketing events and even video entertainment.

Together with a new barcode printing operation, loyalty points and a comprehensive training program on both POS and back office functionality, Stoke also benefitted from the very latest iteration of logistics solutions in the form of a new smartphone-based ‘app’ module; TRIMSm – Touchretail’s ground-breaking mobile solution designed for speeding up stock management tasks.

Ushering in a new era of e-commerce flexibility with an all new Magento 2 integration, the development team also took to several significant challenges with gusto, producing invaluable bespoke enhancements for the Stoke fan base, including a seamless Teamcard integration and not least the addition of an all-new ‘Kit Builder’ enhancement at the POS. A crucial element in any club shop environment but now with integrated support for on-site shirt printing (including letter and character stock management!) via the TRIMS inventory platform.

Timed to coincide with the release of their new online shop brought to life by Touchretail’s distinguished digital partners; Rippleffect, the rollout of Stoke City FC’s new retail environment is part of a comprehensive ‘fan-first’ approach which has underpinned the focus of the club’s evolution. Truly commendable, and with several exciting future developments ahead (including a new official club website due for launch in time for the 2017/2018 season), we’re excited for what comes next and extremely proud to have been chosen to become a part of the Potters story.

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Leave your legacy system behind and join the growing number of successful retailers benefitting from modern technology, processes and the flexibility that can only be found in TRIMS by Touchretail.

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