Case Study: Tottenham Hotspur boosts ecommerce sales and handles peak demand with Sanderson's Priam platform

Tottenham Hotspur raises its retail game with Sanderson

Tottenham Hotspur, the English Premier League club, needed to unify separate mobile and desktop sites into a single responsive ecommerce platform to accelerate online sales while its megastore was closed for stadium redevelopment, improve conversion rates, support peak trading and deliver more personalised customer experiences. Long-term technology partner Sanderson supplied the Priam responsive ecommerce platform and Priam multi-channel retail software to manage the website, customer service, warehousing and fulfilment.

Sanderson implemented Priam with integrations including Cloudflare, Dynamic Yield, Yotpo and Rakuten, delivering real‑time stock visibility, improved site performance and scalable handling of peak traffic. The solution helped Spurs deliver one of their biggest online sales days during the 2017 kit launch and achieve year‑on‑year ecommerce growth, increased personalisation and higher conversion while maintaining smooth fulfilment despite the megastore closure.

Tottenham Hotspur

Nick Connor

eCommerce Manager