New York Giants kick off revamped e-commerce portal

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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.

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