FAN EXPERIENCE MANAGEMENT IN THE OFFICIAL STORE OF UNIVERSITATEA CRAIOVA SPORTS CLUB: ONLINE AND OFFLINE PERSPECTIVES

The digital transformation of sports organizations has reshaped fan engagement and merchandising practices, with official stores becoming a key link between clubs and their supporters. This study examines fan experience management in the official store of Universitatea Craiova Sports Club, taking into account both the physical and online dimensions. The research was based on a structured questionnaire applied between January and February 2025, from which 133 valid responses were collected. The instrument included questions on purchasing habits, frequency of visits, levels of satisfaction, and assessments of product quality, pricing, and staff interaction. The results show that supporters are generally highly satisfied with both forms of retail. The online store is valued for its accessibility, user-friendly design, and reliability, while the physical store is appreciated for the personal contact with staff members, many of whom share the supporters’ passion for the club. Textile products are the main driver of purchases, with online sales encouraged by convenience and special offers. Differences between age, income, and education groups highlight the importance of tailoring strategies to specific categories of fans. The findings suggest that official stores function not only as sales outlets but also as spaces that reinforce identity and community. Enhancing digital integration and adapting services to diverse audiences can strengthen loyalty and support sustainable revenue growth.