Stoke City were looking for a long term collaborative partnership with a retail solution for professional sports that would benefit their loyal fan base. They found it with TRIMS and our colleagues at Touchretail.

Professional Football Club Since 1863

Stoke City Football Club logoStoke City is the world’s second oldest professional football club and boasts several successful seasons in the Premier League, as well as FA Cup Final and UEFA Europa League appearances. The club has gone from strength to strength, establishing itself as a landmark for excellence on the pitch.

In-Store & Online Football Retail Requirements

With fast-paced and changing demands of in-store and online retail, Stoke City FC took the decision to seek out partners that would bring modern systems and platforms, and have experience in the professional sports and stadiums sector.

The EPoS solution needed to equip their Bet365 stadium club shop, their outlet in the Potteries Shopping Centre and their warehouse, as well as seamlessly linking their SCFC online shop. All this needed to tie in with the club’s comprehensive ‘fan-first’ approach as it has underpinned the focus of the club’s evolution.

Our Solution for Stoke City

EPoS & Hardware

For each club shop, Touchretail supplied TRIMS PoS and the high performance Aures Yuno till, with the added benefit of customer facing media in the form of digital screens. These not only look sleek, but are also an important touchpoint for building loyalty, highlighting promotions, marketing events and video entertainment.

football club epos

Back Office & Stock Management

Behind the scenes, a new barcode printing operation, loyalty points system and a comprehensive training program (on both EPoS and back office functionality) were implemented. The football club also benefitted from the advanced mobile logistics solution, TRIMSm, designed for speeding up stock management tasks.

Web Integration & Kit Builder

With eCommerce flexibility being key, the Touchretail team not only supplied a powerful web integration, but also produced several significant bespoke enhancements for the Stoke City fan base. These included a new Teamcard integration and the development of the Kit Builder feature. The latter being a vital element in any club shop environment with integrated support for on-site shirt printing (including letter and character stock management) via the TRIMS inventory platform.


Summary of Sports Retail Software & Services Provided

  • Sports Retail Inventory
  • Sports Retail POS
  • Sports Retail CRM
  • Sports Retail Magento 2 Integration
  • Sports Retail Mobile App
  • Sports Retail TeamCard Integration


At Swan Retail and Touchretail, we are extremely proud to be a part of the Potters’ story and are looking forward to exciting new developments in the near future.

If you’d like to know how we can join up and help grow your sports club retail, take a look at our sports and stadium solution or talk to us today.