When the UK’s No1 sports retailer, Sportsdirect.com, decided to transform its annual product brochure into a more engaging read, it wanted content that would communicate the brand’s market-leading expertise while delivering entertainment and information.
Haymarket Network’s impeccable sports journalism credentials made it the obvious partner. Now, this bumper publication of 720 pages incorporates fashion and trend stories, lifestyle features, buying guides, Q&A interviews and enhanced product information.
This radical new approach integrates the editorial to underpin Sportsdirect.com’s retail objectives. Products are showcased within engaging, involving and surprising creative environments designed to provoke consumer action and optimise sales.
Haymarket Network also automated the production process, making it possible to flow information from the Sportsdirect.com product database directly onto the pages, and update details at the press of a button. This has shaved weeks off the process and means prices and codes can be checked and updated minutes before pages go to print.