FC Viktoria Berlin: Close to fans thanks to optimized Shopify setup and membership model

Through their new online shop powered by Shopify Plus, FC Viktoria Berlin not only sells fan merchandise, but also creates a unique experience for fans and supporters of the club. Together with tante-e, they implemented a customized membership model.

Junge schwarze Frau im Profil mit weißem T-Shirt und buntem Stern-V-Logo vor rosa-violettem Hintergrund
Services
  • Shop relaunch
  • Concept & Consulting
  • Individual design
  • programming
  • Individual functionalities

In this way, FC Viktoria Berlin effectively communicates its values to the outside world and creates a platform for fans around their favorite club.

  • The initial situation

    FC Viktoria Berlin has also garnered considerable attention off the football field for its strong commitment to equality. Among other things, the club is committed to increasing the visibility of women's football and proactively campaigning for better conditions for female athletes. In addition to numerous well-known sponsors, FC Viktoria Berlin has also attracted prominent names such as Caroline Kebekus, Dunja Hayali, and Franziska Van Almsick as supporters.

  • The challenge

    FC Viktoria Berlin wanted a shop that would convey the club's vision to the outside world. The primary focus was on connecting with fans. The idea was that the shop would not just be about selling products, but also create a central platform for all of the club's supporters through an exclusive membership model. The previous shop system also involved a high level of manual administration and was to be replaced with a modern, automated system to save the team's time and resources.
  • Zwei schräg schwebende Smartphones mit Game Changer Club FC Viktoria Berlin Mitgliedschaftsanzeige und erhobener Faust auf pastellblauem Hintergrund

  • The solution approach

    FC Viktoria Berlin found a partner in tante-e, the leading Shopify Plus agency in German-speaking countries, to implement the shop relaunch according to their vision. They began by developing a concept to effectively capture and convey FC Viktoria Berlin's identity and values through the new online shop. They then thoroughly analyzed the requirements of the membership model and subsequently developed a suitable solution. The final strategy included a combination of theme-based setup with customized programming and consulting to precisely implement FC Viktoria Berlin's wishes.

The implementation

Professional theme selection
As a foundation for the new online shop, tante-e preselected a range of suitable themes. The final choice fell on the Impact theme, which is ideal for visual storytelling and provides a clean foundation for specific extensions, such as the membership model.

Smooth shop setup
Tante-e then set up a shop that seamlessly integrates with the colorful and vibrant design of FC Viktoria Berlin's website. Prominently placed banners and interactive elements provide ample space for striking photography and club presentations.

Membership model via app
FC Viktoria needed a flexible membership model that would provide members with exclusive discounts and products, a welcome package, and a dedicated member content area. Tante-e selected a suitable membership app to meet these requirements. With the Appstle Membership App, all desired use cases were implemented centrally via a single software package.

Targeted adjustments
FC Viktoria Berlin was now able to communicate the added value of membership along the entire customer journey with the support of the membership app. tante-e specifically adapted the product page templates to highlight the benefits for supporters. The Club Room created a dedicated area for members with exclusive content and products, embedded in the fan shop.

Effective automation
The membership model's high compatibility with other functionalities makes the shop easier to manage for the FC Viktoria Berlin team. For example, debits, tagging new members, and the activation of the Club Room are automated. Furthermore, membership information is transferred to other apps, such as Klaviyo, to offer customers a holistic shopping experience.

The implementation

01

Professional theme selection

As a foundation for the new online shop, tante-e preselected a range of suitable themes. The final choice fell on the Impact theme, which is ideal for visual storytelling and provides a clean foundation for specific extensions, such as the membership model.

02

Smooth shop setup

Tante-e then set up a shop that seamlessly integrates with the colorful and vibrant design of FC Viktoria Berlin's website. Prominently placed banners and interactive elements provide ample space for striking photography and club presentations.

03

Membership model via app

FC Viktoria needed a flexible membership model that would provide members with exclusive discounts and products, a welcome package, and a dedicated member content area. Tante-e selected a suitable membership app to meet these requirements. With the Appstle Membership App, all desired use cases were implemented centrally via a single software package.

04

Targeted adjustments

FC Viktoria Berlin was now able to communicate the added value of membership along the entire customer journey with the support of the membership app. tante-e specifically adapted the product page templates to highlight the benefits for supporters. The Club Room created a dedicated area for members with exclusive content and products, embedded in the fan shop.

05

Effective automation

The membership model's high compatibility with other functionalities makes the shop easier to manage for the FC Viktoria Berlin team. For example, debits, tagging new members, and the activation of the Club Room are automated. Furthermore, membership information is transferred to other apps, such as Klaviyo, to offer customers a holistic shopping experience.
Drei Smartphonebildschirme zeigen Mitgliederbereich der FC Viktoria Berlin Webseite vor pastellblauem Hintergrund schwebendes Smartphone mit Viktoria Berlin GameChanger Club Logo und Foto zweier Personen vor Sonnenuntergang auf hellblauem Hintergrund Zwei Smartphones mit Apps: linke Oberfläche V-Logo auf hellblauem Stoff, 10-Prozent-Rabatt, rechte bunte Love-Wins-Kampagne mit Jetzt-kaufen-Button

The results

The result is a fresh, redesigned online shop that focuses on FC Viktoria Berlin's message of inclusivity and commitment. Thanks to the personalized membership model, supporters can be closer to their favorite club than ever before while benefiting from numerous advantages, including exclusive discounts, collections, and a dedicated club area with unique content.

Lessons Learned

The joint project between FC Viktoria Berlin and tante-e demonstrates that it's worthwhile to consider apps and themes holistically when implementing specific shop functions. This resulted in a streamlined membership model that precisely meets the club's requirements, enables a holistic customer experience, and significantly reduces administrative overhead.

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