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11teamsports Drives 35% Higher AOV Through Bloomreach-Powered Loyalty Program

Industry: Retail

11teamsports is Europe’s largest football online retail shop, serving over 10,000 amateur and professional clubs with specialized equipment and expertise. Operating in 23 European markets, the 11teamsports Group brings together Top4Running, Kickz, WePlay, and other sports retail brands.

+ 35

higher AOV

for members vs guests

+ 87

member purchase rate

within first year of joining

+ 4

better retention rate

for members vs guests

Challenge

11teamsports needed to launch a scalable loyalty program that would drive repeat purchases and increase customer lifetime value across multiple countries and brands.

No loyalty program infrastructure = missed retention opportunities. Without a membership program, 11teamsports had no systematic way to reward repeat customers or incentivize higher purchase values across their 4.2 million customer base.
Complex multi-country rollout requirements = operational challenges. Launching a loyalty program across 23 countries with different languages, currencies, and regulations required a platform that could handle localization and compliance at scale.
Limited behavioral segmentation = poor targeting and lower engagement. Batch-and-blast email approaches couldn’t leverage customer transaction history, preferences, or behavioral data for personalized loyalty communications.
Scattered customer data = missed cross-selling opportunities. Without unified customer profiles across brands and countries, the team couldn’t create cohesive loyalty experiences or track member behavior effectively.

Solution

11teamsports implemented Bloomreach Engagement to launch and manage their loyalty program with automated points calculation and personalized member communications across multiple markets.

Loyalty Program Infrastructure

Automated points calculation = seamless member experience. Bloomreach Engagement handles all membership points calculations within the platform, automatically tracking purchases, engagement, and rewards across all brands and countries without requiring separate loyalty software.

Multi-Country Loyalty Rollout

Phased expansion = controlled growth. Starting with Germany as the pilot market, 11teamsports successfully expanded their membership program to Austria and France, using Bloomreach’s multi-language capabilities to localize loyalty communications and offers.

Behavioral Member Segmentation

Member vs. guest targeting = higher engagement. The platform enables sophisticated segmentation between members and guests, allowing for personalized loyalty communications, exclusive member offers, and targeted retention campaigns based on purchase history and engagement patterns.

Here’s How It Worked

Program Launch → Membership program deployed first in Germany with automated points calculation
Member Enrollment → Customers join through website/email campaigns with immediate points tracking
Purchase Tracking → Bloomreach Engagement automatically calculates and awards points for every transaction
Personalized Communications → Members receive targeted emails with points balance, exclusive offers, and recommendations
Geographic Expansion → Successful German model replicated in Switzerland and Austria with localized messaging

Performance Optimization → Continuous A/B testing of member communications and offers to maximize engagement

As a retailer and sports authenticator, we wanted to differentiate ourselves from competitors by leveraging our expertise in embellishment — specifically the customization of apparel and footwear through flocking with names and numbers — to reward our loyal customers and create deeper engagement with our community.

Tom Adler

Teamlead Brand E-Commerce, 11teamsports

Results

11teamsports’ loyalty program delivered exceptional member engagement and business impact within the first year, proving the value of automated loyalty management through Bloomreach Engagement.

87% member purchase rate within first year of joining the loyalty program, with more active members purchasing than remaining inactive throughout their customer lifetime
35% higher Average Order Value for members compared to guest customers, demonstrating the program’s effectiveness in driving increased spending
4% better retention rate for members vs. guests, showing improved customer loyalty and reduced churn among program participants

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