Intersport launches new store conceptINTERSPORT Australia has 60 stores across Australia and has recently decided to modify its approach to customers.
Research from global retailers has identified the benefits of providing highly specialised and selective buying experiences, aimed at particular customer groups as well as product categories.
An example of this concept is at the new flagship store in Casuarina Shopping Centre, Darwin. This new store includes a 150m2 dedicated women’s zone within the 550m2 of selling space.
INTERSPORT Australia’s flagship Casuarina store now provides gender, age and sport specific options, such as football and basketball zones. The women’s section of the store is staffed by women who understand what female customers want when it comes to sportswear and exercise equipment.
Likewise, there is a dedicated men’s department and a separate part of the store which deals with the special needs of young athletes.
Said INTERSPORT Australia Chief Executive, Kevin O’Hanlon, “Research into the global retail sector suggests a clear trend towards providing customers with a more personalised shopping experience, by opening smaller specialist stores, or by dividing products into focussed categories in larger outlets in a more innovative way.”
INTERSPORT partners with Essendon FC
INTERSPORT recently announced that they would be the Bombers’ new Official Sports Footwear Provider for the next three years.
Essendon chief executive, Xavier Campbell, said the INTERSPORT partnership would deliver the Club’s players, coaches and staff with the best footwear available.
“We are extremely pleased INTERSPORT has joined our comeback story as the Club’s Official Sports Footwear Provider for the next three years,” Campbell said.
“Essendon and INTERSPORT have a shared ambition to be leaders in their respective fields across the Australian Sports landscape and we are both working harder than ever to achieve this goal.”
Kevin O’Hanlon believes it’s an exciting time to be joining forces with the Bombers.
“I’m pleased to announce INTERSPORT has signed a three year commercial partnership agreement with the Essendon Football Club,” O’Hanlon said.
“The new partnership coincides with what promises to be a very successful period in the growth and development of both our brands.”
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