Reebok 2013 Annual Report Download - page 78

adidas Group
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2013 Annual Report
Group Management Report – Our Group
74
2013
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02.4
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Global Sales Strategy
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Retail Strategy
Customer and range segmentation to exploit
market potential
As part of our toolkit, our customer and range segmentation initiative
is a key enabler to consistent customer relationship management.
This facilitates the allocation of tailored product packages to groups
of comparable customers. In principle, the segmentation is based on
the distinction between sports and lifestyle retailers that have either a
brand-driven or a commercial positioning.
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Foot Locker
Oberhausen, Germany
People development programme to build the
best sales team
Wholesale is facing a changing customer landscape, driven by further
consolidation, increased cross-border retail activities and a digital shift
in consumer behaviour. We strive to have the best team in our industry,
enabling us to react flexibly to all market developments. This means
continuous skills development. The Wholesale people development and
training framework called PEAK (Performance, Excellence, Activation
and Knowledge) sets the expectations for individual excellence and
provides tailored training programmes. All Wholesale employees attend
at least one training programme per year.
Retail Strategy
Retail plays an increasingly important role for the future of our Group
and our brands and is a key driver on our Route 2015 journey. The
reasons are manifold:
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To showcase the breadth of our brands and product offering, for
example in our adidas Brand Centres, as a benchmark for retail
partners.
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To provide consumers access to our products in mono-branded stores
in the high streets and malls around the world.
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To create distribution in markets which do not have traditional
wholesale distribution.
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To leverage our learnings from direct interaction with consumers
through own retail for the entire organisation.
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To provide a clearance channel (i.e. factory outlets).
Our overall vision is to improve our operation KPIs and retail sophistication
with the goal of delivering healthy, sustainable growth with outstanding
return on investment, executing as a best-in-class retailer. In order to
achieve this, we will execute against the four key pillars:
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Focus on the consumer.
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Achieve operational excellence.
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Exploit portfolio of brands.
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Leverage our global presence and scale.
Focusing on customer service
Building on the strong foundation laid over the past years, our Retail
strategic initiatives are now structured and prioritised against the
principles of growth and efficiency. We want to further simplify our
structures and procedures in order to free up resources for all important
consumer-facing tasks. This focus on efficiencies will also enable the
successful implementation of our growth initiatives, which include:
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Customer Service Model: Deliver and embed a defined Customer
Service Model that connects, engages and inspires our consumers
during their shopping experience.
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Customer Relationship Management: Develop and implement a
tailored CRM programme.
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Further drive product commonality by increasing the global
mandatory range share in all our own stores.
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Drive people excellence through improved training and development
procedures.
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Omni-channel focus: Create a seamless shopping experience for our
consumers by connecting our online and offline touchpoints.