JD Sports Fashion Plc is a multichannel retailer of sports fashion and outdoor brands. The Company's segments are Sports Fashion and Outdoor. The Company's sports fashion brands include JD, Size?, Chausport, Sprinter, Getthelabe.com, Kooga, Kukri Sports, Source Lab, Scotts, Tessuti, Cloggs, JD Gyms and Nicholas Deakins. While operating in 16 countries and owning 1474 store, the group embraces the latest online and instore digital technology providing it with a truly multichannel, international platform for future growth. The customers in their core JD fascia are extremely digitally aware with a high propensity to use social media in their purchasing decisions which combined with strong investment in digital technologies and digital brand has driven online sales growth from 10,2 % of total revenue in 2016, to 13,2% in 2017, to 16% in 2018.
During the period between 2013 – 2016 SO DIGITAL created and implemented numerous digital brand projects on jdsports.com that were aimed at elevating Nike and associated brands as well as achieving commercial goals. Projects ranged from creation and implementation of bespoke interactive animated banners for campaign launch support and JD Sports exclusive releases, to landing pages supporting major campaigns, but also dedicated brand stores like Nike SB digital brand store on Size.co.uk. All digital brand projects were implemented with e-commerce primary goal – conversion. Thus, no brand storytelling was allowed to reduce loading times and conversion which was limiting in terms of the amount of animation / graphic layers and ‘wow’ features possible.
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