Manchester United store satisfaction rises after SCAYLE overhaul

Manchester United said fan satisfaction with its online store is up after its second season working with SCAYLE, following changes to the shopping journey, product range and delivery operations. More than 21,000 fans rated the store, with 76% saying they are very satisfied and top scores for payment options, site design and delivery speed.

Why it matters: - Manchester United’s online store is a key part of how the club engages fans beyond match day. - Higher satisfaction suggests the digital commerce upgrade is improving the shopping experience and supporting merchandise sales. - The results also show how the club is using its retail platform to strengthen a direct relationship with a global fan base.

What happened: - Manchester United and SCAYLE marked the end of their second season working together on the club’s online store. - The store has been re-platformed on SCAYLE’s enterprise commerce system. - More than 21,000 fans worldwide were asked to rate the new store. - Overall satisfaction is 14 points higher than the previous benchmark. - 76% of respondents said they are very satisfied with their overall shopping experience.

The details: - The partnership expanded the product range available on the Manchester United Store. - Every touchpoint on the site, from homepage to checkout, was refined to create a smoother shopping journey. - Customer service received ongoing improvements. - New operational processes were introduced to improve delivery timeliness. - Fan satisfaction scores were strongest in payment options at 91 out of 100. - Website design and user experience scored 88 out of 100. - Speed of delivery scored 90 out of 100. - Marc Armstrong, Chief Business Officer at Manchester United, said fan feedback shapes how the club builds and evolves its fan experiences. - Armstrong said the SCAYLE partnership has given Manchester United confidence to keep improving the store season by season. - Tobias Ring, Managing Director Commercials at SCAYLE, said Manchester United places fan experience at the center of its digital strategy. - Ring said SCAYLE’s role is to support that ambition with a platform that removes friction and enables faster innovation. - Manchester United said the re-platforming shows its commitment to investing in digital to enhance fan experience through SCAYLE’s technology.

Between the lines: - The strongest scores point to a store that is not just prettier, but easier to use and more reliable. - Delivery performance matters here because it can be a make-or-break factor for sports merchandise buyers. - The fan survey suggests Manchester United is treating commerce as part of the broader fan experience, not just a sales channel.

What's next: - Manchester United and SCAYLE said they will continue working together to evolve the Manchester United Store. - The partnership will stay focused on strengthening the fan journey and advancing the club’s digital commerce experience. - Further changes are likely as both sides keep iterating on the store season by season.

The bottom line: - Manchester United’s online store appears to be winning over fans after a year of upgrades, and the club is signaling that digital retail will remain a priority.