During the major digital transformation of the e-commerce capabilities and ticketing stadium system properties, AS Monaco has realized that there was a major discrepancy between the brand identity and brand values - what the brands stands for and how the brand was communicated online. This discrepancy was especially evident and prominent within the online store experience. Sport luxury and prestige feeling characteristic to the AS Monaco brand were lost due to legacy online commerce system, which made the consumer journey long and disabled any differentiated visual & user experience. 

 

In this case, the brand identity and digital brand experience was constrained by technology (in)capabilities and legacy IT systems. So, when the major project of technical upgrade was underway, SO DIGITAL was invited to pitch for a new online brand store creation that was to adhere to brand standards as well as commercial goals and expectations of the new management. In a competition with several other companies from France and Europe, we won the project and over the course of 6 months have delivered a new online brand store that spoke to hearts of the fans, adhered to brand standards, and was set to achieve e-commerce and fan monetization goals.