In a recent interview, Ben, Head of Marketing and Digital at INTERSPORT Australia, shares the transformative journey of INTERSPORT’s growth in Australia and how partners, stockinstore and Shippit, are playing a crucial role for the company’s success. This collaboration has evolved to meet the needs of INTERSPORT’s customers and the complexities of a franchise model. With stockinstore and Shippit, INTERSPORT has crafted an omnichannel experience that unites digital and physical stores, driving growth across Australia’s extensive network of INTERSPORT stores.
From Early Days to Essential Partner
INTERSPORT Australia is part of the world’s largest sporting retail group. With 80+ stores across Australia, INTERSPORT has every sporting good item you need, for every Australian sport. Like many retailers in 2024, INTERSPORT has faced and been forced to overcome – significant challenges, from rising carrier costs to changing customer expectations. However, with the help of stockinstore and Shippit, INTERSPORT has transformed its operations.
"We’ve been through multiple changes together, but stockinstore has always been there, heavily invested in our success," Ben explains. It’s stockinstore’s responsiveness and commitment to customer service that Ben highlights as one of the partnership’s strongest points. "They respond to every question, every challenge we face, with an impressive level of care and expertise," he adds. This dedication has not only helped INTERSPORT optimise their online and in-store journeys but has also made stockinstore an indispensable component of their omnichannel success.
Powering INTERSPORT’s Omnichannel Strategy
INTERSPORT leverages stockinstore’s suite of solutions to provide a seamless shopping experience:
Click & Collect: A critical driver of INTERSPORT’s omnichannel success, Click & Collect has grown to account for 25% of online orders, with demand rising to 50% during peak seasons like Christmas. This service allows customers the convenience of picking up online orders in-store, generating additional in-store foot traffic. “Click & Collect isn’t just about convenience; it’s about creating a bridge between our online and physical channels,” Ben shares. By offering this service, INTERSPORT encourages customers to visit stores where they often make additional purchases.
Store Fulfillment with Order Management System (OMS): With a unique operational model where 80+ of INTERSPORT’s stores functions as an individual fulfilment centre and they don’t have a warehouse, stockinstore’s OMS is essential. It automates order allocation to the store with available stock and splits orders based on availability – reducing shipping times and costs. Ben describes the system as “a logistical game-changer,” enabling INTERSPORT to fulfill orders efficiently and offer customers a deeper and wider range of products, despite their decentralised network.
Google Local Inventory and Business Profile Integration: INTERSPORT uses stockinstore’s tools to showcase in-store product availability on Google as well as keeping their store trading details up to date. These features have proven invaluable in driving foot traffic by targeting local customers searching for specific items, capturing sales that may otherwise be missed. Ben noted,
“It’s a real boost for capturing nearby customers—giving them the confidence that what they’re looking for is available right around the corner.”
These solutions have been pivotal to INTERSPORT’s strategy, providing customers with flexible shopping options and building loyalty to the brand.
Enhancing Fulfilment with Shippit
Shippit, INTERSPORT’s delivery management partner, plays a critical role in fulfilling orders alongside stockinstore’s solutions. Given that INTERSPORT doesn’t operate a centralised distribution centre, Shippit’s integration with stockinstore has streamlined last-mile delivery, helping INTERSPORT meet rising expectations for fast and convenient delivery options.
Automated Carrier Selection: Shippit’s platform automatically selects the most cost-effective carrier for each order, ensuring faster, reliable delivery.
Regional Focus: With over 75% of INTERSPORT stores located in regional areas, Shippit’s multi-carrier options have been a game-changer, offering efficient, cost-effective delivery for online and in-store orders.
Operational Efficiency: By automating manual processes, Shippit allows stores to focus on fulfilling orders, significantly improving operational efficiency.
“Shippit’s role has been invaluable; they ensure that the delivery experience matches the seamless experience we aim to provide through stockinstore,” Ben noted.
Leveraging Data Insights with stockinstore’s Reporting Suite
One of the most powerful tools INTERSPORT has found in stockinstore’s toolkit is the Reporting Suite, which tracks customer behaviour, product popularity, and fulfilment performance. This data helps INTERSPORT identify trends and adjust their strategy accordingly.
"We can see what products are hot, where the demand is strongest, and adjust our operations in real time," Ben shared.
The reporting suite also allows INTERSPORT to monitor order fulfilment from start to finish, identifying any abandoned Click & Collect orders and reducing fulfilment times. With these insights, INTERSPORT has optimised their customer service and tailored their offerings, improving customer satisfaction across the board.
Winning with Franchises
As a franchise-based operation in Australia, INTERSPORT faces unique challenges, and stockinstore’s solutions play a crucial role in overcoming them. By unifying digital and in-store experiences under a single, national website, INTERSPORT can provide a consistent customer journey across franchise locations, supporting local stores while strengthening brand consistency.
Ben explains how stockinstore’s solutions help overcome the “siloed’ nature of franchisees, allowing each store owner to see the benefits of an omnichannel approach—particularly during peak seasons.
"Our franchise owners have embraced omnichannel because they can see the impact. It’s no longer an isolated experience; stockinstore ties everything together, from Click & Collect to inventory visibility," he said.
This approach has been instrumental in driving more foot traffic into stores and building customer relationships.
Preparing for Peak Season
As the holiday season approaches, INTERSPORT is preparing for the annual surge in demand. With recent improvements made possible by their replatform to Shopify Plus, INTERSPORT has increased their flexibility and reliability for managing e-commerce. Together with stockinstore and Shippit’s solutions, they’re ready to navigate the busiest time of the year smoothly.
This omnichannel strategy has been particularly beneficial for INTERSPORT’s regional presence, with 75% of their stores located in regional areas. Click & Collect has been crucial for these locations, offering customers a convenient way to pick up their items in-store, even when shipping cutoffs are tight.
Ben says, “In regional areas, this service is a lifesaver. It meets customers where they are, ensuring they have access to the products they want, no matter where they live.”
What’s Next for INTERSPORT?
INTERSPORT has ambitious plans for growth, focusing on expanding both their physical footprint and online presence over the next 12 to 18 months. As they open new stores and strengthen their digital presence, stockinstore’s solutions will continue to be central to delivering a consistent, top-tier experience for customers.
“stockinstore has been a game-changer for us, and as we look ahead, we’re excited to keep building on what we’ve achieved,” Ben said.
"stockinstore has been a game-changer for us, and as we look ahead, we’re excited to keep building on what we’ve achieved," Ben said.
By embracing omnichannel tools like Click & Collect, Google Local Inventory, and the order management system, INTERSPORT is poised to set a high bar for customer experience in Australian retail. Ben’s vision for the future includes more than just increasing sales—it’s about fostering long-term relationships with customers. “It’s about meeting our customers wherever they are, whether online or in-store, and building that trust,” he explained.
With peak season on the horizon, INTERSPORT, stockinstore, and Shippit are prepared to deliver an unparalleled shopping experience, demonstrating the power of a fully integrated omnichannel strategy in Australian retail.
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