The Carlton Football Club today broke new ground in the online commerce space.
Carlton today became the first elite sporting body in Australia to launch an online store that operates entirely within Facebook.
With more than 70,000 fans already connected to the club via the social networking site it was a key objective for Carlton to make available an array of products where fans are spending an increasing amount of time.
“Given the amount of fans we are already connected to online, it is important to offer our supporters the ability to purchase club merchandise without ever leaving the Carlton site,” said Ian Coutts, General Manager Communications.
Carlton identified the incredible growth of social media and contracted Deloitte Digital to develop a Social Media strategy to ensure the Club was active in the space and engaging with supporters. The Club believes social media provides the best low cost tool to engage and connect with supporters all over the world.
“We recognize that Facebook is where the people are and we need to be where our supporters are. Through Facebook not only are we able to stay connected with our supporters, our supporters can connect with each other.
“We are continuing to work with Deloitte Digital to improve our social media platforms and increase our presence online.
“Introducing a shop into our Facebook page is important for Carlton and our supporters, providing an additional revenue stream while adding to the experience for our supporters,” Coutts added.
IMG Sports Technology Group acted as the application developers for Carlton, integrating it with their existing online shop and auction facilities.
“We know just how passionate sports fans are, especially Carlton fans, they want to stay connected with the club via Facebook. Rather than asking them to leave Facebook to grab a scarf or Chris Judd badge we've worked closely with Carlton to give them the first shop that allows fans to browse and purchase club gear without ever being forced to leave Facebook," said IMG Sports Technology Group CTO, Glen McGoldrick.
"Carlton understands that the social media space is the next frontier in engaging its ever growing fan base.
“A fully integrated Facebook shopping experience puts Carlton not only ahead of the rest of the AFL clubs, but in front of many of the biggest names in international sport who are scrambling to introduce just this sort of service to their fans."
The official Carlton Football Club Facebook page is located at:
http://www.facebook.com/OfficialCarltonFC
