So Framling and I got our mallrats on yesterday and hit the arcades to source some fresh denim, which invariably led to me lazing around on different pieces of furniture listening to the head banging equivalent of munty beats. (I know these stores need to cater to a certain type of shopper aka 15-year-old girl but I reckon they could up the anti on their music programming). We end up in Sportgirl, standard, and I end up reading their in store magazine, as much out of interest as out of the stylist's pause, and am reminded of their super well produced website which I never got around to spruiking anywhere. (I think) it's rare in Australia to see a retailer get their digital at all, let alone produce a well thought out website that looks slick, ticks all the coding/SEO/analytics boxes, and is looking to build a community/social network on the site. (Although it must be said that they need to lift their game on Twitter. Don't think about. Don't spend months writing a Twitter communication guideline that will get pushed from desk to desk and end up in the recycling bin. Just do it).

Read More