Editor’s note: Matt Powell is the vice president and industry analyst for the sports industry for The NPD Group. With over 40 years of experience in the retail and research industries, Powell has held positions both on the client and vendor sides of the business
I’ve never liked the term “omnichannel” to describe the new sports retail environment. To me, this is looking at the business from an old school, logistics-driven point of view.
What we need in sports retail is a customer-centric approach. Brands and retailers are no longer in charge of the conversation or transaction; the consumers are 100 percent in charge, and they demand to shop whenever, wherever, and however they want. In other words, retail must be omnipresent, not omnichannel.
Brands and retailers no longer create trends; they feed trends. In order to feed consumer-driven trends, brand and retailers must have their products available 24/7 and on a variety of platforms. The sports consumer is moving back and forth between various shopping platforms. An omnipresent retailer must be able to meet the consumer wherever he/she may be.
Omnipresent sports retail will change the platform of physical stores. Stores will now be …read more