Sportitude set out to challenge the traditional sports store model to provide a seamless interactive and experiential retail environment where customers ranging from professional and elite sports to those just seeking the latest and most fashionable sports shoes and apparel whilst feeling both comfortable and inspired. The store is large and uncluttered allowing customers to view products with ease. Retail signage clutter has been replaced with clean displays and purpose lighting and products have been placed into clear categories. The fitting technology is positioned in comfortable purpose-built areas where customers can take their time with one-on-one personalised professionals to find their perfect fit and test the products on a variety of surfaces.
The greatest test for any retailer is the time people spend within the store and the individual spend. The result of the store redesign was that it has lengthened the customer stay by 56% and overall sales have outperformed our existing stores by 27.4%. These figures are measured by store traffic counters, number of transactions and through staff surveys. The results have reaffirmed Sportitude’s belief in the pathway they have taken with this new store and the approach is now being applied to their other stores, working alongside Martins Brand House.
Jon Bird, Executive Chairman of VMLY&R
