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CASE STUDY
INTERSPORT’s playbook for winning at
omni channel retailing
INTERSPORT’s playbook for winning at omni channel retailing
using stockinstore’s solutions
using stockinstore’s solutions
Solutions:
Click & Collect, Find in Store, Ship from Store, Local Inventory Listings
Industry:
Sports, Fitness,
Franchise Retail
Franchise Retail
Integrations:
WooCommerce, Retail Express, Shippit
Regions:
Australia
0
%
OF ORDERS ARE NOW
CLICK & COLLECT
0
%
IMPROVEMENT IN ONLINE CONVERSION RATES
0
+
STORES ACROSS
AUSTRALIA
0
%
DECREASE IN CUSTOMER SERVICE ENQUIRIES RELATING TO STOCK AVAILABILITY
INTRODUCTION
INTERSPORT’s omni channel strategies for a competitive edge
INTERSPORT Australia commit to grassroots sports by supporting local communities with 70 franchisee / member owned stores across metropolitan, regional and rural locations across Australia.
In February 2020, INTERSPORT Australia was ready to start phase two of their eCommerce omnichannel strategy and implement Click & Collect. Since then, INTERSPORT Australia has been able to achieve:
- Online conversion rates improved by 50-60%
- Over 25% of all orders now Click & Collect (and growing)
- Increased engagement with member/franchise store owners
Mastering the game plan: INTERSPORT’s path to an omni channel success
Find in Store
2018
Improved stock accuracy nation-wide and bolstered member confidence in embracing other omnichannel solutions.
Ship from Store
2019
INTERSPORT started utilising its store network to fulfill online customer orders.
Click & Collect
2020
Intersport enabled Click & Collect as an afforable and convenient way for customers to Buy Online and Pick up In Store (BOPIS).
Local Inventory Listings
2021
INTERSPORT is able to advertise to customers, showing them what product(s) are available in a nearby store, at a time when purchase intent is high.
Improved their stock accuracy nation-wide and bolstered Intersport member confidence in onboarding further technology solutions.
Find out more
Find out more
2018
Find in Store
2019
Ship from Store
Intersport enabled Click & Collect as an afforable and convenient way for customers to Buy Online and Pick up In Store (BOPIS).
Find out more
Find out more
2020
Click & Collect
INTERSPORT is able to advertise to customers, showing them what product(s) are available in a nearby store, at a time when purchase intent is high.
Find out more
Find out more
2018
Google Local Inventory Ads
CHALLENGE
Overcoming franchise hurdles
INTERSPORT Australia wanted to allow customers to shop online items available across their network, and pick up the order from their preferred store location even though an item wasn’t available in the customer’s preferred pickup store. Competing against the retailers likes The Athlete’s Foot and Rebel Sport, INTERSPORT knew this aspect of their Click & Collect offering was essential.
Setting up Click & Collect posed significant challenges including creating and managing connectivity with their 70+ mostly regional stores. It required working with stock being held in multiple stores, with no warehousing facility, multiple POS system databases and pushback from members who thought online was stealing their orders.
“One of the challenges we had was to actually get INTERSPORT members to want to email out customers and say buy it online and use C&C”
Click & Collect resulted in policy and procedure changes for members. “Despite dealing with customers everyday, Click & Collect actually meant in a more digital and technological environment” INTERSPORT said, “but because many of our members were already fulfilling eCommerce orders, we were confident they would quickly adopt Click & Collect!”
Our solution had to have everything available (with just a few bulky exceptions) to really maximise the oppurtunity for us and stockinstore made it happen.”
General Manager
INTERSPORT Australia
STRATEGY
How Find in Store led the way for Click & Collect
“Before INTERSPORT Australia had an online store, they saw the value of our Find in Store solution. Once the business could see customers’ appetitite for seeing if that product was available in a store nearby, the business quickly evaluated what the next steps would be in their omnichannel solution”, shared Maver
“Once we implemented Ship from Store and then Click & Collect, the entire business had changed from a bricks and mortar only retailer, to a full omni channel retailer who said to customers, ‘Shop the way you want and we will give you (the customer) a a great online and in-store experence whatever way you choose to shop with us.” It was a game changer for the business with customer experience, speed of delivery and the stores all integral to the strategy.”
Dealing with casual staff and people who dont deal with technology, required ease of use to be paramount. stockinstore created a streamlined integrated solution where stores are focused on picking & packing orders. We are the glue between Shopify, Retail Express and Shippit, automating order, stock, fulfilment, customer notifications and more.” adds stockinstore’s CEO.
In terms of the configuration, INTERSPORTS’s Click & Collect solution allows stores to be switched ‘On or Off’ with a single click. 3 years after launch, as sales continue to soar, over 90% of stores are enabled for C&C.
A week after INTERSPORT’s Click & Collect solution went live, Australia went into their first national COVID-19 lockdown. As local gyms and sporting groups closed, customers scrambled to buy fitness equipment online. Being able to offer customers a safe way to buy online and pick up orders in store via their new contactless Click & Collect service, INTERSPORT turned potential disaster into a massive success for their customers and member owners.
SOLUTION
Playing the Field: INTERSPORT’s Winning Strategy
INTERSPORT’s stockinstore solution effortlessly blends Ship from Store and Click & Collect strategies leveraging the strength of their 75+ stores to transfer any stock to another store and avoid centralised warehousing overheads.
When a customer places an order, our order management system calculates the optimal store(s) to fulfil the items to the customer or their preferred pick-up store. This calculation considers various business rules such as proximity and fairness factors, much like our ship from store rules.
With INTERSPORT, it’s not just about delivering a swift and efficient service, but also about meeting and exceeding customer expectations. It’s a tailor-made solution designed to ensure the process is as smooth and customer-focused as possible.
For customers, the process is as transparent as it is convenient. At checkout, they’re presented with a detailed view of each product’s availability at their chosen store with a clear ETA based on the item with the longest potential lead time. This ensures customers have accurate expectations of when they can collect their full order, be it in a swift 1 hour, 2-3 days or a 5-7 day interstate transit.
With INTERSPORT, it’s not just about delivering a swift and efficient service, but also about meeting and exceeding customer expectations. It’s a tailor-made solution designed to ensure the process is as smooth and customer-focused as possible.
A game-changing success
A game-changing success
Increased Membership
As new member owners have enjoyed the successes, potential members are actively seeking to become involved, adding online revenue to their in-store sales.
Boost in Conversion Rates
With the onset of COVID, INTERSPORT experienced a sudden increase in orders. Seeing an improvement of 50-60% in online conversion rates.
Surge in
Orders
Surge in Orders:
Over 20% of all orders are now made through Click & Collect (C&C) services, with expectations to continue rising as more stores come on board.
Growth in Website Traffic
Significant growth in website traffic and resale price, indicating an increasing interest in products and services. User-friendly nature of the system, adding to the positive experience of INTERSPORT’s members.
Scalability and Cost-effectiveness
An omni-channel engine which allows the business to grow organically. Seamlessly & affordably adding more systems, stores, fulfilment providers and/or customer orders.
Result: A
Game-changing Success
As new member owners have enjoyed the successes, potential members are actively seeking to become involved, adding online revenue to their in-store sales.
Slide 1
Increased Membership:
With the onset of COVID, INTERSPORT experienced a sudden increase in orders. Seeing an improvement of 50-60% in online conversion rates.
Slide 2
Boost in Conversion Rates:
Over 20% of all orders are now made through Click & Collect (C&C) services, with expectations to continue rising as more stores come on board.
Slide 3
Surge in Orders:
Significant growth in website traffic and resale price, indicating an increasing interest in products and services. User-friendly nature of the system, adding to the positive experience of INTERSPORT's members.
Slide 4
Growth in Website Traffic:
An omni-channel engine which allows the business to grow organically. Seamlessly & affordably adding more systems, stores, fulfilment providers and/or customer orders.
Slide 5
Scalability and Cost-effectiveness:
What's Next for INTERSPORT in Australia
The next phase for INTERSPORT Australia is growth and INTERSPORT Australia are confident about the outlook for its members.
“We’re in this together and our focus is to grow it! All members are aware the world is changing quickly and a digital relationship with our customer linking back to our stores is critical” their General Manager observed.
Ready to score big?
Let’s talk omni channel solutions
Ready to score big? Let’s talk omni channel solutions
Discover why leading retailers, franchises and wholesalers choose stockinstore as their preferred omni-channel platform.
Another functionality introduced was one to motivate stores to advertise their Click & Collect service. Meaning, if a local store sends out an email / social media post advertising a specific item they’re now 100% guaranteed any part of that order. Rather than previously, the order would be entirely fulfilled by the store which had every item ordered in stock. From a member point of view this is another major benefit to the C&C integration.
General Manager
INTERSPORT Australia
Keep reading
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Fast. Flexible. Affordable. Scalable.
Omni-channel solutions for retailers, franchises & wholesalers.
