Sports chain Intersport will invest more in eCommerce in the next few years, to catch up to its competitors. By 2020, it should generate a “substantial part of its turnover online”.
Only 1 % online
Currently, Intersport only gets 1 % of its turnover from online sales, while competitors like Decathlon and Adidas generate 10 % from their turnover from online channels. CEO Victor Duran feels it is time to alter that: “If we cannot present attractive web shops, we will become dependent on the competition”, the new CEO said.
In order to guide the company towards a better online structure, it created the chief digital officer position, given to Mia Ruotsala – previously Tommy Hilfiger’s eCommerce marketing director.
It will not only focus on eCommerce, but also on a new store formula, which should result in larger and more modern stores. The very first stores to follow the new formula will open by the end of the year, in both the Netherlands and Denmark.
Intersport’s turnover last year reached 11.4 billion euro, up 2 % compared to the year before. The chain is currently active in 45 countries.