A brand new e-commerce website, The Open Shop, has been launched for fans of The Open Championship.
The launch reflects a continuing commitment to expand the retail operation for The Open and aims to deliver an innovative retail experience and inspire a global fanbase all year round.
The Open Shop will stock merchandise from many of golf’s leading brands, including Official Outfitter and Patron Hugo Boss and Adidas, as well as a new lifestyle collection from Peter Millar. Many more new brands and collections are planned to be launched throughout this year.
Jenny Brown, Head of Retail, Merchandise and Licensing, said: “Our vision for retail has always been to develop an innovative ‘must go to’ experience which engages and inspires a global audience all year round. With the expertise of SHIFT Commerce, combined with our multi-brand and collection product strategy we now believe we have an e-commerce platform fit for the future, which prioritises our customer journey.
“There are many exciting aspects to this site including the fact that it is much more responsive and content enhanced than ever before, allowing us to tell the story of The Open across our merchandise range.
“We are also looking to implement single sign-on in the months to come, allowing fans of The Open to have a one-stop shop for their tickets, hospitality and merchandise purchases. We hope all of our partners and fans enjoy the new e-commerce experience.”
The new platform will feature a variety of industry-leading innovations. A completely refreshed website has been developed with an improved design to showcase the wide selection of products available at one glance. A new search function has been rolled out across the site, helping fans find exactly what they are looking for. Thanks to new software, customers will be able to complete purchases quicker than ever before.
In addition to providing a first-class retail experience, The Open Shop will provide supporting content linked to the stories, icons and memories that make the Championship so special, offering fans a new way to interact with golf’s original major.
