In-store experience concept for a leading professional soccer club

The brief was to develop a unique fan experience in the new flagship store of a leading professional soccer club to emotionally connect visitors with the club's identity and make them feel part of the team on match day.

The new store should be more than just a sales area: it should bring the club's passion and identity to life as an emotional experience. So far, there has been no concept that seamlessly combines digital and analog elements and actively involves fans.

DI Experts worked with the client to develop the concept for the fan experience and supported the entire process from brainstorming to the technical implementation of digital touchpoints. First, central customer journey stations were defined in order to identify relevant interaction potential. Interactive technologies were then integrated and a holistic experience was developed that included software and hardware solutions. DI Experts coordinated the installation of the systems on site, carried out usability tests and coordinated all components with the existing infrastructure.

The new flagship store now offers a modern fan experience with interactive stations that engage visitors and create emotional brand moments. The digital touchpoints allow fans to connect directly with the club, which has led to demonstrably stronger brand loyalty and is revolutionizing store communication.