The agency has earned a project fee for the work, but will also get a percentage of sales from the .
Sam Brownfield, managing partner of the agency, said: "This is the first time Liquorice has entered into a payment-by-result deal with Fulham Football Club. This makes our involvement with Fulham more than just a straight supplier/client relationship. Now we are business partners and the onus is on both parties to drive online sales as the rewards are shared."
The club hopes to drive more traffic and sales, as well as encouraging customer loyalty through offering discounts and promotions on the site. The online shop sells Fulham-branded merchandise including shirts, toys and scarves.
Chris Holder, IT manager for Fulham FC, said: "We were looking to give our fans an even better experience when on the site, while making it easy and simple to find and purchase products. Liquorice provided an excellent solution, allowing us to tie into the Fulham Today theme of the main site."
Fulham FC plays in the Premiership and is owned by Mohammed al Fayed. It counts Michael Jackson among its fans and is currently playing at QPR's Loftus Road ground while its traditional base at Craven Cottage is being refurbished.
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