Reebok 2015 Annual Report Download - page 63

GROUP MANAGEMENT REPORT – OUR GROUP
Group Strategy
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OUR SALESAND DISTRIBUTION STRATEGY: FOCUS ON OMNI-CHANNEL
Our Global Sales function drives the commercial performance of the adidas Group by converting brand
desire into profitable and sustainable business growth. It is our ambition to deliver the best branded
shopping experience across all consumer touchpoints. In 2015, we advanced our Global Sales strategy and
identified three strategic levers to establish our organisation as the omni-channel leader in the sporting
goods industry:
1.Leveraging scale of our point-of-sale (POS) network
With more than 2,700 own-retail stores, more than 11,000 mono-branded franchise stores, over 116,000
wholesale doors and nearly 50 own eCommerce sites, we have an unrivalled network of consumer
touchpoints within our industry. This empowers us to deliver a premium consumer experience through
the seamless integration across all channels.
We have launched four business models which enable us to be ‘omni-present’ for the consumer, capturing
the full sales potential by minimising occasions when consumer demand is not met:
•‘Inventory Check’ which allows online shoppers to view in-store product availability.
•‘Click & Collect’ which allows consumers to reserve items for pick-up in a local store.
•‘Ship from Store’ which allows us to service consumers faster than before by turning our stores into
mini-distribution centres.
•‘Endless Aisle’ which provides in-store visitors with access to our full range of products through our
eCommerce platform.
By the end of 2016, we aim to have largely implemented these capabilities in our own-retail operations
in Western Europe, North America, Latin America and Russia/CIS. As of 2017, we will integrate selected
wholesale partners to create a truly seamless consumer experience.
2.Driving productivity across our sales platform
We are committed to further improving productivity across our sales platform. Our approach is multi-faceted:
•Premium presentation: We will continue to further evolve brand experience through the development
of premium store concepts such as HomeCourt and Neighbourhood for the adidas brand as well as
FitHub for the Reebok brand. Our own-retail environments are designed with scalability in mind to create
efficiencies and ease of implementation across channels. We will create consistency in the presentation
of our brands by working closely with our franchise partners and through active management of branded
spaces in key wholesale doors and cities.
•Consumer service excellence: In 2015, we re-energised our in-store consumer experience with the
successful launch of our ‘Connect-Engage-Inspire’ service model. It represents a cultural shift in how
we interact with and service our consumers and has already proven commercially rewarding through
higher conversion rates and increased average selling prices.
•
Personalised interaction: Our commitment to deliver a premium shopping experience is reflected online
through our digital brand flagship stores, adidas.com and reebok.com. eCommerce is a powerful tool for
our brands to engage with consumers and, in the future, we will craft a more personalised experience
with the support of our CRM initiative.
•
Insight-driven decision-making: We are investing to further develop our analytical capabilities and
technical infrastructure to become faster and more insight-driven in decision-making. Leveraging data
such as cross-channel product sell-through and consumer purchasing behaviours delivers actionable
insights in areas such as assortment planning and product life cycle management.