“We achieved good comparative growth in existing stores. This is a very good and promising result as our long term plan is to double our B2C business. In order to reach this target we need to optimize the performance of the existing network,” says Pascal Clausse, Vice President of Global Retail Amer Sports & Salomon Global B2C.
Clausse points out the ‘win twice’ effect: developing consumer touch-points through own retail and e-commerce reinforces brand demand with a positive impact on the wholesale business. “B2C is a business driver, but it is also a brand driver.”
In Salomon, in order to keep customers close to the Salomon brand, a multi-channel loyalty program was implemented last year for seven test markets. Customers can win prizes, join events and approach the brand. Initial feedback is very encouraging. The ideas are currently being expanded to other brands and markets.
In 2013, Amer Sports will be opening several new outlets, brand stores and web-stores, the focus being on Russia, China and Korea. Additionally, the company will continue to build more factory outlets to support softgoods growth and expand the web-store presence.
Salomon will be the first Amer Sports’ brand to expand its e-commerce into mobile commerce (smart phones and tablets) in spring 2013.
“We are rolling out the foundations to develop omni-channel retailing as the consumer wants to be able to buy anytime, anywhere and anyhow”, Clausse concludes.
Amer Sports stores, December 31, 2012
- A global retail network of 201 branded stores
- 47 own brand stores, 34 own factory outlets, 120 partner stores
- An Amer Sports e-commerce network of 23 web stores
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