Last month, I posted on the blog an open letter to the managing director of NFL UK, Alistair Kirkwood which talked about improving the game and the availability and variety of NFL merchandise.
Understanding that the shop element wasn’t so much something Alistair could directly improve, I approached NFLShopEurope to forward on comments made and to see what they could do in order to help improve these issues going forward. Below is their official response:
Kitbag was taken over by Fanatics in February 2016, since then we have been working closely with our colleagues in the US to expand the product range available on Europe.NFLShop.com. Whilst we will not be able to fully replicate the stock holding of the US site, we are significantly investing in a number of new product ranges and lines. This will include a more comprehensive Women’s and children’s selection available by the start of the new season, as none of this product was available off the shelf in Europe, it does take time to order and receive product from the US.
In terms of consistency in product offered, there are a range of reasons for this. In some instances the supplier will only produce ranges in certain teams, often there is a minimum order quantity that based on current sales trends we will never be able to hit. We are working closer with both suppliers and our colleagues in the US to find solutions to the problem, however the reality is that there will always be certain teams for a variety of reason that will be more popular than others and therefore better represented on our site. In terms of player jerseys offered we monitor search data to make sure we don’t miss out on any popular players, if we are missing players you think we should have send us a Tweet at (@NFLShopEurope). By our records we currently have 2 teams with only 1 player (Ravens and Saints), Fans of these teams let us know who we NEED to have and we will get it sorted!
We benchmark all our prices against competitors in both Europe and the US, and feel confident that we offer customers good value for money. We often have special offers and sale events, so we would encourage fans to sign up to our newsletter to keep informed of any promotional events.
In terms of Women’s product, we have just greatly increased our Women’s range, and a quick search for ‘Women’s’ now returns 133 products. In terms of more ranges for the upcoming season I can confirm that we will have both Colour Rush and Salute to service jerseys, as well as increased options on jerseys (More limited, more alternate and more home jerseys).
We have recently conducted our own customer survey, where many of the concerns you listed below have also been raised, we are listening and working hard on providing the best service possible to European NFL fans, as stated above if fans feel they have more feedback please send us a tweet (@NFLShopEurope).
Respect to the team on coming back to me, and for being so open to listening to what the fans want! I, for one, look forward to seeing their collection improve and grow to cover all teams!