AusLeisure

Since Hawthorn won their 11th AFL premiership in September, its HawksNest online shop has surpassed all records in terms of merchandise related sales.

Hawthorn fans spent $342,000 dollars on online Premiership related merchandise immediately after the siren Grand Final Day and the two days following.

Luke Hodge's Grand Final Guernsey sold for a record breaking $15,000 while Cyril Rioli and Buddy Franklin's match worn guernsey's were purchased for just over $6,000.

IMG STG systems AuctionDesq and ShopDesq facilitated these records achieved, as the systems were both easy to use and were consistent with the branding of the Hawthorn website.

Both the online shop and Auction were easy to find as they were located at the top of the Hawthorn website and therefore encouraged fans who were on the website to click through.

Hawthorn Manager of Licensing and Merchandise David Steinhardt explains "the critical factor in capturing the imagination of fans is immediacy to market and to ensure fans are aware of the unique value proposition that is attached to a premiership.

"Research suggested to us that fans want to absorb and share the successes with like-minded supporters the moment the siren sounds and we were very quick to market with our offering.

"In a very fast paced and dynamic social media driven environment, it's vital to regularly engage with fans about special product releases, exclusive updates and special members offers via way of eDM and SMS."

"HawksNest are pleased to work in collaboration with IMG STG to deliver a high quality web shop for our fans around the world. We look forward to working together with IMG STG (throughout 2014)."

For further information contact IMG STG (IMG Sports Technology Group) on 03 9426 2600.

For more information go to www.imgstg.com

Image credit: Shutterstock.

Related Articles

8th March 2012 - Waypoint to assist Hawthorn FC at Waverley Park

29th October 2011 - Jeff Kennett critical of Geoff Lord’s bid for Hawthorn’s Presidency

Support our industry news service
We hope that you value the news that we publish so while you're here can we ask for your support?

As an independent publisher, we need reader support for our industry news gathering so ask that - if you don't already do so - you back us by subscribing to the printed Australasian Leisure Management magazine and/or our online news.