Reebok 2009 Annual Report Download - page 61
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GROUP MANAGEMENT REPORT – OUR GROUP Global Sales Strategy 57
Processes
Streamlining and harmonising retail
store operations and supply chain
processes to gain the necessary speed
to respond to consumer requests is a
top priority for Retail in 2010. From a
store perspective, a key initiative is to
embed new retail standards that drive
visual merchandising effectiveness and
back-office consistency in all markets.
In addition, Retail will also continue to
work on adapting the supply chain and
buying and demand planning processes.
This is essential as we strive to increase
our in-season flexibility, be more respon-
sive to changing trends and to achieve
economies of scale for the Group’s retail
activities.
Profitability
To increase the commerciality and profit-
ability of the Group’s existing retail assets
is the primary focus for all retail teams,
whether they are working in logistics,
store operations, marketing or any other
retail function. Therefore, in the short
term, we will limit new store openings
and close down stores not reaching their
potential, as well as implement new store
review processes to ensure that current
retail assets maximise profitability and
return on investment.
E-commerce: building a
successful channel
At the beginning of 2010, a new leader-
ship team was put in place to define and
outline the further strategic direction
of the Group’s e-commerce business
activities for the adidas and Reebok
brands. Although both brands have
made advances with their respective
e- commerce platforms in recent
years, we believe there is considerable
untapped potential for the Group in this
channel of distribution.
As we have evolved as a retailer, we have learnt that shopping should be an
experience. That is why we put a lot of thought into the design and layout of
our stores. We strive to create a shopping environment that visually brings
brand identity and positioning to life and encourages consumer interaction.
For example, our adidas Sport Performance stores emphasise our depth in
sport see photograph (top), whereas adidas Originals store formats such
as “Atelier” engage their audience in authentic, creative and interactive ways
see photograph (bottom).
adidas Retail Formats 20
09