SportsPower stores get great new lookSportsPower’s top team gather to show the new shopfit and signage to “our optimistic members".
Since June, the support office team at SportsPower have been focussing on revamping the group’s marketing mix, using all channels including social media.
With the appointment of marketing agency Balance with Trent O’Sullivan at the helm, the team is determined to promote a contemporary and consistent message.
Says Mark Delahunt, group general manager sport & outdoors, “Our Brand is SportsPower and the message is "your local expert."
The late November three-day event in Melbourne was the first SportsPower conference Mark Delahunt had headed up and he reported that he was happy with the apparel and footwear buying event.
"We have delivered on a lot and had some great feedback, plus feeling a wave of optimism.
"Trading is ahead of last year and brands including Nike, Adidas, New Balance and ASICS are growing, a great result.
“Our stores have mixed results around the country, with some local pockets struggling and others delighted with their trading.
Around 85 members and 120 people attended the event, which featured a rotation room set up to show the new SportsPower design for shop fit, signage and and POS, and the new marketing concepts.
"I see this as a revolution for the group,” says Delahunt who has been in his role for around six months.
“We needed a turnkey solution, and members really engaged with the concepts we showed them.
“SportsPower needs to engage consumers at every touch point, emphasising that our stores are members of a group but all are fiercely independent.
“Members told us of their many challenges and we have tried to meet them. But as a group we had left action too long so the changes and updates have become a much bigger step – it is all something to work towards and plan for.
Says Delahunt, “It is my job to show members what the future can be, to cajole them into seeing the opportunities.
“We are looking at setting up a training scheme next. And retail operations manager Scott Bradley's role is totally members focused, ” he says.
•Pictured behind the new-look counter: (from left) Scott Bradley, Monique Maes, Mark Delahunt, and ARL Chief Executive John Symons