The distribution of sports equipment or other equipment qualified as "outdoor" requires specific management rules to be taken into account if the profitability of the activity is to be guaranteed. Customer relations and business processes must be controlled in their particularities.
The first major challenge for the outdoor retailer is to put the customer at the centre of his activity. Mobility technology with smart phones, and the exponential growth in Internet sales, requires the implementation of a truly "Omni Channel" or "Cross Channel" strategy. It is necessary to be able to dialogue with customers whatever the mode of communication. It must be recognized on the web, in the point of sale and on the phone. If he buys the latest equipment from himself, he must be able to come to the point of sale to get information, test or even complete his acquisition. It must be recognized by all systems, have its sales history and loyalty points.
Not to mention an authentic BtoB activity, customers can also be organized into a "sports association". Referenced clubs' management makes it possible to authorize special pricing conditions for members, which generates recurring activity.
Information in the point of sale must also be present. Videos presenting new products and sporting achievements must be able to create the atmosphere of "have fun". Screen walls and terminals are now essential to "outdoor" distribution concept.
In the management, we can point out some key points that the merchant must highlight if he wishes to be effective:
- Control of stocks of items with very different flows: seasonality of fashion, equipment with a long lifespan
- Special orders for non-stock items
- Large number of references to be managed, including traceability requirements for each item with serial number management
- Presence of items not managed in stock
- Management of quick promotions using "packs" and packages
- Rental management (skis, bicycles,...)
- Workshop to take into account after-sales service
JLR has acquired a great deal of experience in the sports and outdoor trade field. We have installed hundreds of points of sale, and we guarantee a service that goes beyond the simple installation of a computer system. Our experts are partners with whom the merchant can talk about his "business".
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