New York Giants kick off revamped e-commerce portal

Share this content:

The New York Giants football franchise has opened a revamped online store. Sports e-commerce service provider TeamFanShop is managing the site's e-commerce capabilities and customer service as well as marketing the portal, located at shop.giants.com.

The team announced the new store's debut July 27 but performed a “soft launch” a week earlier.

Mike Stevens, CMO for the Giants, said he decided to explore what TeamFanShop had to offer after hearing buzz from merchandise licensees.

“I heard from many different sources that their quality, all the way around from merchandising, to depth of merchandising to customer service, was just far and away better than anybody else out there,” Stevens said.

The new e-commerce site aims to give consumers improved service, usability and product selection, said Brian Swallow, VP of sales and marketing at TeamFanShop, which also operates online team stores for the NFL's Jacksonville Jaguars and Tampa Bay Buccaneers, and the National Basketball Association's Philadelphia 76ers.

“We're certainly going to have a larger assortment — very dynamic products not just for men, but for women, kids and pets,” Swallow said. “We'll have a very large assortment of hard-line [merchandise] as well.”

TeamFanShop will promote the site through paid web searches, e-mail and social media, Swallow said.

ESports Partners operated the National Football League franchise's previous online store, said Stevens.

ESports Partners' website was down July 27, and its phone number was disconnected.

close

Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above