How Ghost boosted AOV by 29% for Toronto's premier sports teams
Create a Winning Online Shopping Experience
Maple Leaf Sports and Entertainment (MLSE), the renowned parent company for professional sports teams, including the Toronto Raptors, Toronto Maple Leafs, Toronto Argonauts, and Toronto FC, operates Shop.RealSports.ca as a centralized hub for fan gear across all four teams.
As part of their content creation strategy, MLSE was regularly producing videos that spotlighted new jerseys and fan merch, primarily showcasing these videos on social media.
However, they realized there was a gap between the engagement they saw on other channels and actual conversions on their website. MLSE was looking for a way to boost on-site fan engagement, while increasing online sales.
MLSE turned to GhostRetail to provide a richer and more interactive online experience for their sports teams’ loyal fan bases, repurposing MLSE’s existing video content into an interactive shoppable video carousel.
The brand’s shoppable videos featured behind-the-scenes access, unboxing, and product showcases of official team merchandise.
“We knew video was the number one thing that was resonating with our fans elsewhere, but we hadn’t figured out how to incorporate video on our site,” explains Mark Blanchard from MLSE. “Ghost was a game changer in taking what we already had and doubling its value by creating a more interactive onsite experience that drives sales.”
After seeing significant increases in customer time on site and interactivity results by placing their shoppable video carousel front and center on the RealSports website, MLSE has continued making an effort to keep it up to date with additional videos that showcase new product releases or featured collections.
The second part of MLSE’s foray into video commerce involved live shopping events. The objective was to create an immersive and seamless shopping experience for fans to build hype and drive more conversions and sales.
With live shopping capabilities, fans could now watch livestreams of special events, promotions, big drops, and collabs. During the stream, they could directly purchase team jerseys, caps, and other merchandise worn by players in real-time.
Bringing both shoppable video content and live shopping into MLSE’s online shopping experience resulted in a remarkable transformation of the brand’s online fan engagement and sales metrics.