Welcome

Practical insights from business, e-commerce and culture.

Futbol Emotion: from niche to e-commerce champions Play Video

E-commerce · 5 min read

How branded content helped Futbol Emotion score with a huge audience

Play Video

When goalkeeping legend Francisco Javier Sánchez Broto set up the first Futbol Emotion store in 2001, he had a plan. Start small, with a real store in the real world and grow online.

After a career that took him from his native Spain, all the way to Glasgow Celtic, Javier needed a plan for his retirement. When he informed his father of his big idea – to be a resource for goalkeepers – he had no idea how far it would take him. By the start of 2018, Futbol Emotion had 17 shops and an online empire that’s been growing 30% per year. How did they take their business up into the big leagues so fast? Sánchez Broto knew that to get there, he had to be more than a shop … he had to become a brand.

To grow, get to know your customers

Offering customers great products at competitive prices isn’t enough. You have to connect on an emotional level too. With that in mind Futbol Emotion created a hub for goalkeeping aficionados, where they could go for tips, information and advice. To keep things simple, they built this hub – known as the Locker Room – on their own, in-house. The Locker Room was soon posting articles daily, reviewing boots and kits, and interviewing professionals like Tottenham’s Hugo Lloris and Athletic Bilbao’s Iago Herrerín.

Great articles, direct to your inbox

So you want the best business tips and advice? You’ve come to the right place. Get fresh insights direct to your inbox.

Thank you for registering

There was a problem

Please try again later.

All this new activity helped them engage existing customers and reach out to new ones. As Hector from Futbol Emotion puts it, “We knew a lot about the people who signed up to the website. They only needed to use their email and then we asked for their birth date, or their favorite player.” As Locker Room became more successful, Futbol Emotion grew. And grew.

Next step? Go social

Futbol Emotion was creating lots of great content. Given the right social platform, the fans would share it.

“The social channel is the best way to communicate our offers, our launches, but also to communicate with the customer. We talk a lot about football, not only with the aim of selling. It's difficult to measure how much people buy from that channel, but a lot of people now know our company for our videos.”

It’s a how-to study in the power of content marketing: create material that has an emotional attraction and use the right platform to spread the word.

With DHL, our deliveries are in safe hands

All this effort would be for nothing if the goods weren’t delivered perfectly, every time. “DHL is the company to work with because it's the easiest way to ship everywhere. We need to give the customer the best service possible, providing as much information as we can before the order is made.”

As the vast majority of e-commerce customers prefer to pay in their own, local currency and wish to see the shipping charge as early as possible in the process, it's important to choose a courier that can plug into your own platform to provide these two assurances. After all, the right courier company doesn't just deliver your brand to the doorstep. Using DHL makes it easier for your customers to buy your products on your website, because the cost of delivery can be integrated into the user journey, rather than popping up as a nasty shock at the end. And, prices shown are always shown in the local currency. 

So, as Futbol Emotion found, if you're planning to take your e-commerce business international, it's very wise to partner with a company that makes it easy for your customers, wherever they live.

Similar stories

""

: