Intersport is the sports specialist shop for everyone who likes to feel fit and enjoys sports. Intersport now has more than 45 stores in the Netherlands. Intersport Netherlands is part of the international Intersport network with more than 2500 stores in 40 countries. The power of a large international store formula is combined with strong local involvement of independent entrepreneurs. Customers are helped with the sporting products and the advice that allows them to enjoy the maximum pleasure. Local entrepreneurs are extremely important in this.
A formula experience
Intersport works with independent entrepreneurs who have their own Intersport stores as franchisees. “A few years ago we decided that we wanted to put the customer at the center with a real formula experience. However, this was not yet the case because of the different entrepreneurs, each with their own local customer base.” The question was therefore: How do we create an overarching loyalty program that clearly communicates Intersport? tritonX has made it possible to operate the total Intersport formula with more than 75 stores and 30 different entrepreneurs, each with its own back office system, from one Customer Data Platform (CDP). This allows a loyalty program to be used across all stores and online shops, and all customer data can be collected centrally. All this is done without depriving local entrepreneurs of access to their own customer base.
Intersport offers the “VIP members”, as the clients who participate are called, three advantages: 2.5% discount on all purchases, exclusive promotions through coupons and access to VIP events. “In this way the entrepreneurs are actively engaged in registering and keeping customer data up-to-date in tritonX.” To be able to put the customer at the center, there is another crucial element in the Intersport loyalty program, namely the VIP app. “Through this app, which is entirely based on the data in tritonX, we can communicate directly with our loyal customers.”
In addition, personal pricing is used to reward associations and their members. There are agreements with clubs and associations at both national and local level. “The first question here is always: What’s in it for me? In order to activate people it is important that everyone benefits. “Through personal pricing, a member gains direct benefits with the purchase, but at the same time tritonX records how much the members of a particular club are buying, so that at the end of the year there is a bonus for the club. In this way Intersport itself attracts many new customers.
Working with one loyalty system
There is a big challenge regarding the loyalty app according to Mitchel Dijkstra, team lead of the marketing team. “At Intersport Netherlands we are very busy with the loyalty program and the CIP app. However, the local promotion of the loyalty app still varies.” This challenges is taken up by providing training to the entrepreneurs and their staff. “The biggest stimulator for the different entrepreneurs to work more intensively with tritonX is what we see happening numerically.” Intersport therefore devotes a lot of attention to analyzing the results achieved with tritonX. One way to analyze the effect of tritonX is to compare the average receipt amounts. “We see that the average receipt amount gradually increases with the more intensive use of the loyalty program. When stores are actively involved with loyalty, the results are really better and that is of course super positive!” Said Mitchel Dijkstra. It is therefore very important to make customers a fan so that they register with their e-mail address and afterwards the main goal is making sure that the app is also downloaded.
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