// CASE STUDY //
SportsShoes. com is a UK-based online retailer selling sports gear for runners, gym-goers and hikers. It built its native app with the help of apps specialist, One iota, focusing on building stable foundations first. 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. Jon Cleaver, CTO at SportsShoes. com, discusses the importance of developing an app that felt like a community and loyalty space for runners.
BUILDING AN APP WHICH PROVIDES REAL VALUE FOR CUSTOMERS
portsShoes. com has built
S 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 £ 100 million + 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 % of total revenue. App users consistently outperform web-only customers, with higher conversion rates, higher average order values and increased purchase frequency.
Cleaver 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.”
14 Intelligent SME. tech