Overview

For those who are not familiar with the motor racing industry, the MotoGP™ Championship is the pinnacle and arguably the most challenging of worldwide motorbike championship racing.

MotoGPs™ story began in 1949 and to this day continues to gain fans all around the world.

The MotoGP™ has a 19-round season, where racers from 16 countries and four continents take part. Racers participate in three categories, including Moto3™, Moto2™ and MotoGP™ World Championships.

MotoGP™ set up its own online shop in 2009 and in March 2019,  their website was migrated to the Kooomo platform in just 7 weeks by our sister company, Zerogrey.

The Challenge

The MotoGP™ website is present in 80 countries. The challenge lies in the eCommerce store and the globalisation of languages and currencies in all regions. The MotoGP™ store required a global platform that understood the complexities of internationalisation and everything that comes with it such as payment methods, languages, couriers & currencies to name a few. 

 

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“We chose to partner with ZeroGrey and Kooomo given their clear expertise.  Their platform allows the MotoGP™ store to function on a global scale, trade internationally, and drive sales - while also easing the complexities of languages and currencies. Their 1 Click partner integration system has successfully brought together every piece of the eCommerce puzzle for us.”
Pau Serracanta, Managing Director, Dorna Sports S.L, store.motogp.com

The Results

In the early months of 2020, the MotoGP™ store saw a 100% increase in sales. These impressive results can be attributed to a number of improvements such as loading speed, SEO optimization, improved interface, and incredible mobile responsiveness.

In 2020, website speed is essential in eCommerce for retaining users - and the faster your website is, the less likely users are to abandon browsing. The MotoGP™ website’s loading speed is now 2.6 seconds.

SEO optimisation has ensured an increase of 30% in organic traffic. A migration of around 17,000 URLs all completed in the 7-week migration window and a fantastic result in terms of increased organic traffic for the MotoGP™ store.

User experience is a huge factor in reaching eCommerce success. The easier the checkout process is, the more traffic and sales an eCommerce site will get.

The MotoGP™ store has 3 step purchasing on-page, facilitating users to buy their favourite products in record time.

New Campaign Automation Tools

Every brand has its own success story to tell. In order to grow, a brand needs to always reinvent itself, so that it can attract new customers. Behind sales numbers, it is always the brand story that encourages customer loyalty.

In the case of the MotoGP™, it is the eCommerce innovation that was generated by artificial intelligence, personalized offers, A/B testing, market automation and user-cluster optimisation that made this project such a success. 

The most important aspect of the MotoGP™ eCommerce story is the omnichannel strategy. Kooomo worked with the brand to create an omnichannel project for the MotoGP™ circuits, where there is a specific design for 32” televisions in the VIP Village of Jerez de la Frontera. 

Through the integration with Amazon Pay and a video to the mobile transmission system utilising QR codes, the order is completed instantly and privately.

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The Future

For powerful brands with a powerful platform, we can foresee growth and longevity that cannot be shaken.

As a brand with a lot of history behind it, the MotoGP™ will always find an innovative eCommerce success story to tell.