Rot-Weiss Essen - Case Study

Zur Website

Rot-Weiss Essen is more than just a football club – it is a piece of Ruhr Valley culture. With an eventful history, loyal fans and a clear identity, the club stands for genuine passion for football, deep-rooted tradition and the unmistakable charm of western Germany.

Zur Website

27%

Höhere Conversion-Rate

19%

Höherer AOV

11

Neue Features

68%

Weniger Support-Anfragen

WACHSTUMSBREMSE

Challenge

The traditional club Rot-Weiss Essen needed a complete relaunch of its online shop in order to meet the increased demands of its fan base and professional brand management. In addition to a fresh design and improved usability, the focus was primarily on increasing the conversion rate and the technical implementation of a complex jersey designer. The customisability of fan merchandise – especially jerseys – was a central part of the concept, but the Shopify ecosystem lacked suitable third-party apps that met the specific requirements. The product structure in the background also posed a challenge, as the jersey variants had to be linked to a central SKU and managed synchronously.

Complete relaunch with new design & optimised UX

Focus on conversion optimisation

Customisable jersey designer with live preview

Complex product structure with SKU synchronisation between sizes

Implementation

Datora developed a completely new Shopify theme for Rot-Weiss Essen that not only reflects the club's visual identity, but also offers optimised user guidance – from the home page to checkout. The focus was on developing a customised jersey designer that allows both player flocking – with a selection of all current regular players – and individual flocking with your own jersey number and desired name. All changes are visualised in real time using canvas technology directly on the jersey, ensuring an emotional, interactive shopping experience.

Since Shopify does not offer a native option for synchronising multiple sizes of a product with a common base SKU, we also developed our own Product Syncer app. This ensures that all variants of a jersey are automatically linked to each other – with a central focus on the blank jersey as the main product. Here, too, the priority was on scalability, automation and smooth handling in day-to-day business.

Solutions we have implemented for Rot-Weiss Essen - Case Study :

Trikot-Konfigurator

Variant-Synchronizer

PDP Cross-Sell

Neues Theme im Vergleich

Das neue Theme kombiniert eine luftige, nutzerfreundliche Gestaltung mit dem vollständigen Corporate Design von Rot-Weiß Essen – für maximale Markenwiedererkennung und Vertrauen. Produkte stehen im Fokus als emotionale Kaufimpulse, unterstützt durch ein integriertes Cross-Selling-Element zur Steigerung des durchschnittlichen Bestellwerts (AOV).

Previously

Afterward

Result

The new RWE shop impresses not only with its fresh, brand-appropriate appearance, but also with a significantly optimised conversion rate. The jersey designer in particular has been extremely well received by fans and offers an intuitive way to personalise fan merchandise – without compromising on presentation or functionality. With the specially developed synchronisation app, the backend is also ready for a growing product range and increasing order volumes. This has raised Rot-Weiss Essen's online presence to Bundesliga level, both technically and emotionally.