A Historic Club’s Modern Move:
Hearts FC Grows Sales 90% After Shopify Migration
Sector
Sports
Our role
- Development,
- Design,
- Migration & replatforming,
- POS,
Hearts
Heart of Midlothian Football Club (commonly known as Hearts) is the oldest Club in Edinburgh. Competing in the top Scottish division, Hearts is also the largest fan-owned Club in the UK and the third biggest Club in Scotland.
Challenge
The main challenge for Hearts FC was that they were using outdated, costly legacy technology across multiple sites, which was hindering their day-to-day operations and limiting online growth. Their existing digital infrastructure was inefficient, fragmented, and lacked a seamless user experience, resulting in poor return on investment.
Solution
To address these challenges, Hearts FC partnered with Velstar to undergo a full digital transformation, migrating multiple outdated sites to Shopify for a unified, scalable solution. The approach focused on centralising operations, enhancing user experience, and improving efficiency.
Key solutions included:
- Shopify Migration: Consolidated Hearts FC, Hearts Direct, Foundation of Hearts, and Tynecastle Park Hotel onto a single, flexible platform
- Ecommerce & POS Integration: Unified online and in-store sales for better stock management and customer experience.
- Custom Development: Built a personalised shirt tool, memorial plaque previews, and metaobjects for player profiles.
- Foundation of Hearts Revamp: Introduced Shopify Subscriptions for pledging, a new login system, and an age verification checker.
- Rapid Hotel Website Launch: Leveraged existing Shopify assets to create a new site.
+ 110 %
total orders
+ 90 %
total sales
+ 51 %
returning customer rate
"This transition across all sites, especially through the Foundation of Hearts, would not have been possible without the dedication and expertise of Velstar. The transition to Shopify has been transformative, offering an intuitive and more cohesive experience across FC, Direct, the Foundation, and the Tynecastle Park Hotel sites. This shift represents a major leap forward."
Andrew Brown
Non-Executive Director, Heart of Midlothian FC
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