Reebok 2014 Annual Report Download - page 55

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adidas Group
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2014 Annual Report
Group Management Report – Our Group
51
2014
/
02.2
/
Global Sales Strategy
/
Global Sales initiatives to focus on omni-channel approach
We have defined long-term priorities and established initiatives that will drive growth, our
omni-channel approach and consumer experience:
/
Distribution
Global Sales defines the vision and role for each channel from a holistic perspective to ensure
success at the point of sale.
Wholesale and Franchise: To achieve profitable market share growth we strive to establish
long-term partnerships with the most dynamic retailers, which include sporting goods chains,
department stores, buying groups, lifestyle retail chains, e-tailers and franchisees. We will focus
our joint efforts on early trend identification, joint campaign planning, shared inventories and
seamless consumer journeys. A key emphasis will be on the execution at the point of sale with
managed space playing a crucial part in this.
Direct-to-consumer (Own Retail and eCommerce): We are expecting strong growth from our
direct-to-consumer channel in the upcoming years. Our Own Retail business is developing strongly
thanks to ongoing traffic increases, more impactful brand activations and better conversion rates,
driving solid comparable store growth across our store portfolio. We will be implementing a new,
differentiated and consistent customer service model in all stores to further improve the retail
metrics. Concept stores will continue to play an essential role in building and sustaining brand
desirability. In 2014, we introduced our new HomeCourt and Neighbourhood retail concepts at
29 locations around the world. We will carry on rolling out these as well as other new formats (e.g.
women’s) going forward.
Our eCommerce business has experienced exceptional growth. We believe that this growth
will continue to accelerate due to changing consumer needs and behaviour. We will boost this
growth by further enhancements of consumer experience across our sites on the various digital
platforms including mobile. Our omni-channel approach will also make eCommerce even more
complementary to the other channels.
see Glossary, p. 258
see Picture 02
see Picture 03
03
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adidas Originals Store
New York City