"A STORE CONCEPT THAT SAYS ”SPORT TO THE PEOPLE” AND MAKES IT EASIER TO SELL."
INTERSPORT IS THE BEST IN SPORT!
The consumer’s attitude to training has changed, training gear is now fashion which has led to that the whole sporting goods industry has transformed. Intersport needed help to meet this new customer behaviour, while remaining true to their core values. Kollo delivered a new store concept with an enhanced sport profile and a stronger sport experience, without losing the important sportswear sales.
When the communication is clear and unified every time we meet the customer, it will be much easier to both understand as well as like the offer. Intersport felt that changes in attitude towards training and training gear affected the stores – they had a more generic expression. It became increasingly difficult for customers to distinguish Intersport stores from competitors and even from fashion chain stores.
The analysis also showed that the concept was in need of modernization, a clear hierarchy for product range and communication, and develop mechanical sales and up-sell.
A new, distinct store concept that is based in the customer journey. The store visit was simplified thanks to the new store communication e.g. navigation, buying guides and new display media. Inspirational areas that communicates full solutions based on customer needs, while highlighting important brands. Kollo also contributed with an activation system to enhance mechanical sales. The result was a new store experience with sportier feeling, where customers will find what they are looking for and want to buy.