We Are Sports – SportScheck Omnichannel Retail

Are you a manager dedicated to fashion, B2C or retail? This blog provides an overview what companies can learn on omnichannel from SportScheck.

SportScheck is one of Germany’s most successful multichannel businesses. SportScheck (btw Ventana Research Innovation Award Winner) is an equipment and clothing specialist for almost every sport and its website gets over 52 million hits per year, making it one of the most successful online stores in Germany.

Each year, more than million customers sign up for the mail-order business while over 17 million customers visit its brick and mortar stores (Source). These figures undoubtedly describe the success of SportScheck’s multichannel strategy. SportScheck also strives to deliver innovative concepts in all of its sales channels, while always aiming to provide customers with the best shopping experience possible. This philosophy can be carried out only in conjunction with modern systems landscapes and optimized processes.

Complete, reliable, and attractive information – across every channel – is the key to a great customer experience and better sales. It’s hard to keep up with customer demands in a single channel, much less multiple channels. Download The Informed Purchase Journey. The Informed Purchase Journey requires the right product, to right customer at the right place. Enjoy the video!

What is the Business Initiative in SportScheck

  • Providing the customer the same deals across all sales channels with a centralized location for all product information
  • Improve customer service in all sales channels with perfect product data
  • Make sure customers have enough product information to make a purchase without the order being returned

Intelligent and Agile Processes are Key to Success

“Good customer service, whether online, in-store, or in print, needs perfect product data” said Alexander Pischetsrieder in an interview. At the Munich-based sporting goods retailer, there had been no centralized system for product data before now. After extensive research and evaluation, the company decided to implement the product information management (PIM) system from Informatica.

The main reason for the introduction of Informatica Product Information Management (PIM) solutions was its support for a true multichannel strategy. Customers should have access to the same deals across all sales channels. In addition to making a breadth of information available, customer service still remains key.

In times where information is THE killer app, key challenges are, keeping information up to date and ensuring efficient processes. In a retail scenario, product catalog onboarding starts with PIM to get the latest product information. A dataset in the relevant systems that is always up-to-date is a further basis, which allows companies to react immediately to market movements and implement marketing requirements as quickly as possible. Data must be exchanged between the systems practically in real time. If you want to learn more details, how SportScheck solved the technical integration between SAP ERP and Informatica PIM

Product Data Equals Demonstrated Expertise

“I am convinced that a well-presented product with lots of pictures and details sells better. For us, this signals knowing our product. That sets us apart from the large discount stores,” notes Alexander Pischetsrieder. “In the end, we have to ask: who is the customer going to trust? We gain trust here with our product knowledge and our love of sports in general.” Just like our motto says, “We get our fans excited.” By offering a professional search engine, product comparisons, and many other features, 
PIM adds value not only in ecommerce – and that gets us excited!”

Benefits for SportScheck

  • Centralized location for all product information across all sales channels
  • An agile system that is capable of interweaving the different retail processes across sales channels into a smooth, cross-channel function
  • Self-Service portal for agencies and suppliers with direct upload to the PIM system

For German readers I can highly recommend this video on the customer use case. If you are interested in more details, ask me on Twitter @benrund.

PS: This blog is based on the PIM case study on SportScheck.

Comments

  • Mister Baanu

    How does SportsCheck is associated with SAP PI