THE AFL STORE
DESIGNING AN ECOMMERCE ECOSYSTEM BUILT FOR PERFORMANCE & SCALE
UX Strategy · Shopify & Web Design · Omnichannel Marketing
KEY INFO
Licensing Essentials is a Melbourne-based company specialising in delivering licensed merchandise from iconic brands across sport, entertainment, and lifestyle. As the E-Commerce Specialist, I oversee The AFL Store and AC/DC Store.
This project focuses on The AFL Store, the official online platform for AFL merchandise. I lead digital strategy, Shopify UX, and omnichannel marketing, building a scalable, performance-driven eCommerce experience that delivers high-impact campaigns and drives long-term growth.
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My Role: E-Commerce Specialist and Campaign Strategist.
Team: Myself, Graphic Designer, Marketing Manager and Business System Manager.
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Optimising AOV from $74 → $80 through conversion-focused UX.
Driving repeat purchases with a +15% increase in repeat customers over 6 months.
Scaling the email database from 135K to 145K while maintaining a 20% lower unsubscribe rate.
Owning digital strategy and campaign delivery across key AFL moments, including the Grand Final 2025, AFL–Snoop Dogg Merch launch, and AFL Origin 2026.
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KEY QUESTIONS & STRATEGY
The goal was to drive repeat purchases, AOV and maintain fan(user) engagement during the off-season, and ensure smooth operations across online and 20 retail stores.
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Analysed click behaviour, heatmaps, user journeys, and post-purchase interactions to identify pain points and growth opportunities.
Optimised navigation by simplifying menu and collection structure to enable easier browsing and faster checkout.
Implemented impactful automated email flows and product bundling options to drive multi-product purchases and repeat purchases.
KEY DELIVERABLES
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Redesigned Shopify collection layouts and site navigation to streamline browsing, improve product discovery, and accelerate checkout - driving higher conversion and AOV.
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Delivered high-impact digital experiences for key AFL moments, including the Grand Final, Snoop Dogg launch, and AFL Origin—optimising product discovery, checkout speed, and collection flows.
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Delivered a 6-month digital roadmap aligning EDMs, paid media, social content, and merchandise drops to maintain consistent fan engagement throughout the season and off-season.
OUTCOME
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Repeat purchase rate increased by 15%, driven by targeted automated emails and exclusive subscriber offers.
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AOV grew from $74 to $80 over six months through improved collection UX, bundling strategies, and free-shipping thresholds.
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Email subscribers grew 135K → 145K with a 20% lower unsubscribe rate.
WHAT DID WE LEARN?
While the goal is to deliver accelerated campaigns with an impact, we’ve learned how design-led communication, data-driven experiences, and partner collaboration drive deeper fan engagement and measurable commercial results.
The focus remains on delivering high-impact digital experiences and building an evolving platform that supports future growth and cross-channel engagement.
Thank you for exploring my E-Commerce strategy journey with The AFL Store.
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