Home Blog Sports Retail Should be Omnipresent, not Omnichannel

The NPD Group Blog

Insights and Opinions From Analysts and Experts in More Than 20 Industries

Sneakernomics: Retail Should be Omnipresent, not Omnichannel

Dec 5, 2017
Matt Powell, Vice President, Senior Industry Advisor ;
Sports

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 showrooms for a broader online assortment, warehouses for e-commerce fulfillment, and return/exchange centers.

So, how does a physical store become omnipresent?  By developing one singular view of the consumer.

Omnipresent retail has one database housing all the transaction history from their customers. These databases also have information on sports consumers’ preferences and interests.

There is only one retail inventory at an omnipresent retailer. All inventory—whether in a store, warehouse, or even in shared vendor sites—is visible and common.

Omnipresent retail has one price, regardless of where the sale is completed. That price must be transparent, matching any other competing price in competitors’ or brands’ sites.

There can only be one voice for an omnipresent retailer, which means marketing messages must be consistent across all platforms.

Omnipresent retailers have one set of policies for everything like returns to shipping fees. Policies must be consistent, regardless of where the consumer shops.

It is also critical that loyalty programs are consistent across all platforms. As loyalty programs become even more important, the platform cannot dictate the programs.

As the Internet of things becomes more pervasive, and with the growth of voice controlled shopping, omnipresence will become even more critical to brand and retailer success.


Related Blog Posts


January 30, 2018

Sneakernomics: State of the Outdoor Retail Industry

On the heels of the Outdoor Retailer show, Matt Powell outlines the in-store and online performance of the U.S. outdoor industry stepping into 2018, across apparel, footwear and equipment.

January 23, 2018

Sneakernomics: Solutions for the Sports Retail Industry

In my annual predictions here, I explained why 2018 is positioned to be another mediocre year for the U.S. sports industry, as it is following in the footsteps of the tepid sales growth, heavy promoting, and weak profits of 2017.

January 18, 2018

Sneakernomics: The Golf Business Remains Challenged

The golf retail market in the U.S. remains challenged, largely impacted by the fact that Millennials are not picking up the game at the rate that Boomers are aging out of it.

January 9, 2018

Sneakernomics: Sports Retail Predictions for 2018

On the surface, the 2017 results for the U.S. sports industry appear to be below average, but not a disaster.

Newsletter

Subscribe and get key market trends and insights relevant to your industry each month.

We will not sell your information. View our privacy policy.

Follow Us

© The NPD Group, Inc.