A fan shop that knows if you have a season ticket. And gives you a discount automatically.
Problem
FC Zbrojovka Brno needed more than just an online shop selling jerseys. They wanted to reward loyal season-ticket holders automatically — no discount codes, no manual work on either side. At the same time, the club had no visibility into their customers as fans: who buys what, how to segment the fanbase, how to connect sales data with what they know about the people who actually turn up to matches.
What we did
We built a fully custom headless fan shop. The backend and database run on Shopify — the club manages products, photos, promotions, analytics, and returns entirely on their own, with no dependency on us. The frontend is built from scratch around the club's new brand identity (launched 17 June 2026 at Zbrojovka's gala evening). A network of automations runs in the background: sales automatically deduct stock in Dotykačka, and orders are saved to the Relatoo CRM — giving the club detailed data for segmenting and working with their fanbase. The centrepiece is a OneID integration, an external authentication service. A fan who has bought a season ticket automatically gets discounts in the fan shop — no codes, no forms, the system recognises them. The frontend also features innovative elements like category countdown timers to drive urgency and encourage purchases.
Result
Zbrojovka now has a fan shop that doubles as a marketing tool and a data source. The club can see who their customers are as fans, segment them, and communicate with them directly. Loyal season-ticket holders get automatic perks with zero manual effort — from either side. And thanks to Shopify, the club manages everything themselves.