About Sports Cards Direct
Sports Cards Direct is a UK-based sports trading card retailer built around a passion for collecting and the wider trading card community. From football and basketball to Formula 1, Pokémon, UFC, WWE and other collectibles, the store serves both experienced collectors and customers discovering the hobby for the first time.
With a strong focus on customer satisfaction, Sports Cards Direct aims to make every interaction feel personal and valuable—not simply transactional.
The Challenge
For a growing ecommerce brand like Sports Cards Direct, the customer account area is an important part of the post-purchase experience.
Customers need an easy way to manage their accounts, access their orders and get quick answers when they need assistance. At the same time, the account experience needs to feel like a natural extension of the Sports Cards Direct brand.
The key requirements were:
- Create a customer account experience that matches the Sports Cards Direct website.
- Provide customers with faster, more convenient support.
- Reduce friction when customers need help with their orders or accounts.
- Add intelligent self-service capabilities without compromising the brand experience.
- Make the customer dashboard feel personalized rather than like a generic Shopify account page.
The Solution: Custlo Customer Account App
Sports Cards Direct implemented Custlo to create a more engaging and branded customer account experience.
Custlo allowed the store to customize the customer account interface so that it aligned with the visual identity of the main Sports Cards Direct website.
1. A Customer Account Designed Around the Brand
One of the key improvements was the ability to customize the customer account's color combination to match the Sports Cards Direct website.
Instead of presenting customers with a standard-looking account page, the customized interface creates a more consistent journey from storefront to customer dashboard.
The result is a customer account experience that feels like part of the Sports Cards Direct website—not a separate platform.
2. AI-Powered Customer Support
Sports Cards Direct also enabled Custlo's AI Assistant to provide customers with faster, conversational support directly within their account experience.
Customers can use natural language to ask questions and complete common account-related tasks without having to wait for manual support.
Depending on the configured capabilities, Custlo's AI Assistant can help with tasks such as:
- Checking order status
- Finding previous orders
- Cancelling eligible unfulfilled orders
- Updating shipping addresses
- Requesting invoices
- Reordering previous purchases
- Managing customer profile information
Custlo's AI Assistant identifies the customer's intent and can take the appropriate action directly through the Shopify store, helping create a faster self-service experience.
The Customer Experience
With Custlo, the Sports Cards Direct customer journey becomes more connected:
Shop → Purchase → Account → Get Help → Take Action
Instead of leaving the customer account to search for support or contact the team for routine requests, customers can access assistance directly within their account experience.
This is particularly valuable for an ecommerce business where customers may regularly return to check orders, manage purchases or make repeat purchases.
Key Improvements
- 🎨Brand-Consistent Customer Account
The customer dashboard was customized with colors aligned to the Sports Cards Direct website, creating a consistent visual experience.
- 🤖AI-Powered Self-Service
The AI Assistant provides customers with an intelligent way to get answers and complete common account tasks.
- ⚡Faster Support
Customers can handle routine requests without relying entirely on manual customer service.
- 🛍️Better Post-Purchase Experience
Custlo extends the Sports Cards Direct experience beyond checkout and into the customer account.
- ❤️More Personalized Customer Journey
The account area becomes a useful destination for customers rather than simply a place to view orders.
Why It Matters
For Sports Cards Direct, customer experience is at the heart of the business. The company describes its goal as making every customer interaction enjoyable and meaningful, while building a community around collecting. (Sports Cards Direct)
Custlo supports that approach by bringing together branding, self-service and AI-powered assistance in one customer account experience.
Rather than treating the customer account as an afterthought, Sports Cards Direct has turned it into another opportunity to strengthen the relationship with collectors.
The Result
By combining Custlo's customizable customer account capabilities with its AI Assistant, Sports Cards Direct created a customer dashboard that is:
Branded. Intelligent. Convenient. Customer-focused.
The customized colors help maintain brand consistency, while AI-powered assistance makes it easier for customers to get support and manage their account.
A Better Customer Account Starts After Checkout
The customer journey doesn't end when an order is placed.
With Custlo, Sports Cards Direct is making the post-purchase experience easier, smarter and more aligned with its brand—giving collectors a better way to manage their relationship with the store.