SportsShoes.com has built its native app into a core part of its digital strategy, using it to deepen customer loyalty, improve commercial performance and reduce reliance on paid acquisition, without increasing internal headcount or compromising brand control.
The UK running specialist, founded in 1982 and now a £100m+ business, developed the app as part of a broader shift away from legacy systems towards a composable digital architecture. Working with apps specialist One iota, the retailer focused on building stable foundations first, ensuring the app could sit cleanly on top of its existing commerce, content and search infrastructure.
Jon Cleaver, CTO at SportsShoes.com, said: “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.”
That approach paid off. Since going live, the app has attracted close to 300,000 downloads and, at peak periods, can account for up to 20 per cent of total revenue. App users consistently outperform web-only customers, with higher conversion rates, higher average order values and increased purchase frequency.
Jon added: “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.”
Rather than treating the app as a transactional tool, 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, reinforcing loyalty while opening up new audiences.
Joe Till, CEO at One iota, said: “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. Messaging is used selectively, with a focus on relevance rather than volume.
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.
Jon said: “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.”
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