It seems like an obvious idea but previously (and on almost every other retailers site) you would read about a product then have to move to the shopping section of a site to put that product in your trolley. Sportsgirl ensures that you can get that product immediately on the site, using the logo which activates a pop up window.
They have removed another barrier to purchase (however small) by effectively making sure the trolley, or 'bag' as they call it, is always in your hands. In doing so Sportsgirl demonstrates that they inherently understand that all consumer contact with the brand (positive and even negative; comments on a blog for example) is a chance to put product in the consumers hands. Cut through at its finest! Check out the SGTV video here
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