Liverpool FC today launched a brand new and revamped online retail store, becoming the first football club in the world to provide a fully responsive e-commerce platform for supporters.
Among numerous upgrades to the redesigned site - which can be viewed by clicking here - is an enhanced experience for mobile and tablet users, who can now enjoy easier navigation when shopping on the go.
A free click-and-collect service to all six of the club's official outlets based in the United Kingdom has also been introduced, and will be available from June 2014, allowing local fans and visiting international supporters to save on postage and packaging fees.
The overall checkout experience has been streamlined, with returning users automatically signed in upon arrival from the website homepage, while a guest function is available for those not wishing to create an account.
Billy Hogan, the club's chief commercial officer, commented: "On average, tens of thousands of fans access the LFC online store every day from a myriad of devices.
"As a result, it was important for the club to modernise the user shopping experience, helping fans find what they are looking for with ease, as well as saving them some money with the new click-and-collect service.
"We're really pleased with the final results, and we hope fans find the site better to navigate and access, both at home and on the go."
Ahead of the launch, Liverpool fans were asked to participate in a special competition to become part of a unique digital mosaic which adorns the homepage of the new site.
The method was simple: submit a picture with an official item of LFC clothing or kit via Instagram or Twitter and include the hashtag #IamLFC for the chance to feature.
Hundreds and thousands of entries were published on both social media platforms and now 166 - the exact number required to produce the image of Daniel Sturridge and Luis Suarez - have been selected. Click here for more details.