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Serious Sport is the UK’s number one personalized sports clothing company. Their philosophy is to offer quality garments, backed by unrivaled service, at competitive prices. They work with sports clubs across the UK providing personalized, branded apparel to their players, all delivered within five days.


  • Encourage repeat purchases from recent customers

 The Challenge

The success of this program depended on coordinating disparate pieces of information Serious Sport held about their customers. This included identifying which products to recommend from their extensive catalog, removing those already purchased, then prioritizing from other available products taking into account stock levels, price and availability.

The Solution

Serious Sport worked with the Adestra’s Professional Services Team to bring the necessary data together and create a successful automated, personalized, post-purchase cross-sell program.

The recommendations email includes three products, customized with the customer’s club name and logo. This is achieved using an XML product feed, displaying products based on the customer’s recent purchase. These are prioritized based on various factors including current price, popularity and availability.

The Result

The product recommendation email achieves an outstanding average open rate of 59% (this is a 146% uplift on the average across their campaigns) and an average click to sale rate of 9%. The average order value generated by this program is £55.

Customers receive a uniquely personalized experience and are further enticed to purchase by seeing what the products will look like printed with their own club’s logo. This marks a major step in Serious Sport’s ability to offer more personalized marketing communications, and means they are now set up to begin using personalized product recommendations and images across their other lifecycle programs.



uplift on average open rate


average order value 

What’s next?

Serious Sport are looking to develop the program and improve performance by including a unique limited-time offer code incentive, and adding a second email reminding customers to redeem their special offer. They will also be testing different timings following purchase to see what performs best.