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
@NPDMattPowell

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


Sneakernomics: Predictions for Sports Retail in 2019
Sneakernomics: Predictions for Sports Retail in 2019

Matt Powell expects a rocky year for the sports industry in 2019, as macro issues will likely weigh heavily on the industry. In these challenging times, what can retailers and brands do to stand out? Powell outlines his expectations and what opportunities should be seized to thrive.

Sneakernomics: What Really Happened with Athletic Footwear and Activewear Sales in 2018
Sneakernomics: What Really Happened with Athletic Footwear and Activewear Sales in 2018

Matt Powell provides the highlights and his analysis on how the brands and categories across the U.S. athletic footwear and activewear markets fared in 2018.

Sneakernomics: Golf and Team Sports Equipment 2018 Recap
Sneakernomics: Golf and Team Sports Equipment 2018 Recap

Matt Powell recaps how sales fared for baseball, golf, soccer, and other sports equipment products in 2018. Baseball/softball equipment sales grew largely as a result of new youth bat safety regulations that required most youth players to replace their bats. Golf was another bright spot for the market. After years of soft sales, the category bounced back. One of the top growth categories in golf were complete golf sets, particularly at opening price-points, suggesting new entrants.

Sneakernomics: Nobody Wins a Race to the Bottom
Sneakernomics: Nobody Wins a Race to the Bottom

According to Matt Powell, Holiday 2017 was the most promotional on record for the U.S. sports industry – that is, until Holiday 2018. Powell says we need to return the industry to one of aspiration and inspiration, or we face the risk of running a race to the bottom; and that’s a race nobody wins. A new year brings new opportunity to change course.

Subscribe to our blog

Newsletter

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

We will not sell your information. View privacy notice.

Follow Us

© The NPD Group, Inc.