SportsShoes.com works with One iota to turn retailer's mobile app into meaningful revenue driver

UK running specialist SportShoes.com, founded in 1982 and now a £100 million+ business, developed its native app as part of a broader shift away from legacy systems towards a composable digital architecture.

Working with One iota, the retailer says that it focused on building stable foundations first, ensuring the app could sit cleanly on top of its existing commerce, content and search infrastructure.

CTO Jon Cleaver says: “The app was always part of the vision, but we were realistic about timing. When I joined, the stack wasn’t ready. We took the decision to rebuild our core architecture first, knowing that if we got that right, the app and future channels would follow much more smoothly.”

Since going live, the app has attracted close to 300,000 downloads and, at peak periods, can account for up to 20% of total revenue. App users consistently outperform web only customers, with higher conversion rates, higher average order values and increased purchase frequency.

Cleaver adds: “What’s stood out is the quality of engagement. The app isn’t just another buying surface. It’s where our most valuable customers choose to spend their time. That changes the economics. We’re no longer repeatedly paying to reacquire people who already love the brand.”

SportsShoes.com has focused on creating value for its Ultra members through exclusive content, competitions and experiences, alongside deeper integrations with partners such as England Athletics, parkrun and Vitality. Eligible customers can automatically access discounts and benefits within the app.

Joe Till, CEO at One iota, says: “This is a great example of a retailer being clear about outcomes rather than chasing an app for its own sake. SportsShoes.com invested in the right foundations, which meant the app could integrate seamlessly into their ecosystem and deliver real commercial impact, not just engagement metrics.”

The app has also given the business a direct communication channel through push notifications, allowing SportsShoes.com to speak to customers without over-reliance on third-party platforms.

Looking ahead, the team plans to build on this foundation with more personalised experiences and enhanced product discovery, using richer customer insight to keep the app aligned with how runners actually shop and train.

Cleaver says: “The real value of the app is longevity. It supports stronger relationships, better performance and a more sustainable growth model. That’s what makes it such an important part of our digital strategy.”

Let’s get physical

Working with integration partner, Visualsoft, SportsShoes.com recently opened a flagship store at 113 Shoreditch High Street in London, its first retail space in over 14 years.

In a LinkedIn post, Maissa Fatté, Enterprise Sales Northern Europe at Shopify, said: “Huge congrats to SportsShoes.com for the opening of House of SportsShoes - an incredible experiential flagship in the lead up to the London Marathon this April.”

She added: “The store operates as a digital first hub for runners, offering an amazing shoe range, a running lab for gait analysis, and a dedicated events floor for community, athlete sessions and brand activations.”

“Love the ‘no bags, no hassle’ concept where customers try products in-store and have them delivered to their home the next day! The store tills are powered by Shopify PoS, making the in-store purchase even more hassle free.”

Jon Cleaver said: “We have always stood for expert advice, great product and community at the heart of running. Translating that from a high-performing online operation into a physical store was a big ask.”

“It required real technical expertise and the confidence to connect complex systems without disrupting what already works. Visualsoft gave us that reassurance. By bringing our platforms together behind the scenes, they’ve helped ensure customers in Shoreditch experience the same ease, trust and consistency they associate with us online.”

Antony Hoyland, Director of Sales  at Visualsoft, said: “From our first conversation, it was obvious this wasn’t simply about installing a till. Jon called us because the functionality they needed didn’t exist out of the box. They were running BigCommerce online and wanted to bring Shopify PoS into the physical space, but those systems don’t naturally speak to each other.”

“Our role was to make that connection seamless. We integrated Shopify PoS into a BigCommerce powered e-commerce operation, effectively linking two completely different systems so the Shoreditch store could benefit from best-in-class in-store capability without compromising the online setup that’s already performing so strongly.”

He added: “Shoppers don’t think in terms of platforms or providers. They expect consistency. Whether they’re browsing online or walking into a flagship store in Shoreditch, the experience needs to feel connected. Our job was to make that happen behind the scenes, so customers simply enjoy a smooth, reliable journey.”