July 7 – Spanish giants Real Madrid, who are currently undergoing renovation of their iconic Santiago Bernabéu stadium, have announced a wide ranging multi-channel retail programme.
Included is an expanded club store at the stadium that the club promises will be a “revolutionary shopping experience”, as well as the relaunch of three more club ships in downtown Madrid.
The club has partnered with Legends to manage all merchandise operations. This new partnership will further “develop relationships with fans and deliver a seamless and integrated experience that truly represents the Real Madrid brand across all online and retail physical touchpoints.”
As well as club shops, a new e-commerce platform will see the online shop available in eight different languages and new design elements. At its core will be a new user experience that leveraging digital technology and infrastructure to allow Real Madrid to integrate e-commerce experiences directly into any of its digital channels.
The first stage of the new megastore at the Bernabéu will be an interim location on two floors on the south side of the stadium selling exclusive product, with customisation stations, and a new range of leisurewear and team products, accessories, and Real Madrid technical product.
The three downtown stores in Madrid are in El Carmen, Gran Via, and Arenal, and will focus on Real Madrid kit and training wear, adult and kids’ apparel, footballs, scarves, gifts, and accessories. The club also has official stores in Barcelona and Mexico.
Legends began work with Real Madrid in 2018 to provide strategic insight into optimising commercial opportunities as part of the redevelopment of the Santiago Bernabéu Stadium.
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