Intersport Sweden

Overview

Established in Switzerland in 1924, Intersport is a global brand with over 5,000 retail stores around the world. Their mission? To help, educate, and support people with sport regardless of experience.

Industry

  • Retail

Application

  • Customer Experience
  • Solutions

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Problem

Established in Switzerland in 1924, Intersport is a global brand with over 5,000 retail stores around the world. Their mission? To help, educate, and support people with sport regardless of experience.

With over 150 retail stores in Sweden, plus a thriving e-commerce operation, they are an influential retailer. Two years ago, Intersport Sweden restructured to increase their success in the face of stiff competition and changing customer expectations. Central to that restructure was an ambition to deliver ‘world-class customer experience’: Intersport knew that customer service would be vital to success!

This new approach called for a fresh look at customer service metrics. They needed a way to measure service across the entire customer journey map, to compare stores, and to hold online and in-store retail to the same standards. With no obvious way to connect the online and offline customer journey, they went in search for a solution.

Solution

Enter Ombea. Ombea helps Intersport collect real-time customer feedback in-store, in a way that they can turn into real-time action. Beyond encouraging action, Ombea presents feedback as a single KPI, trackable over time, and comparable across stores: In short, Ombea gives Intersport exactly what they need!

As a pilot, Intersport placed Ombea’s touchless ExpressPods at the exit points in 15 stores. They also added Ombea’s ‘Website Widget’ to their online customer journey, to capture post-transaction feedback.

Intersport then added Ombea to their frontline processes, with each store’s ‘Customer Service Ambassador’ running daily meetings with staff to review the latest feedback and actions. In these meetings they could compare with like-for-like data from other stores as well as from previous periods. For example, they would compare Monday with the previous Monday, or last week with the previous week, and so on. Most importantly, they would adjust their approach in the upcoming shift based on the insights from Ombea.

Customer Service Ambassadors would also meet regularly within their regions to share best practice and further capitalize on the new solution available to them.

Results

The benefits to Intersport have been many and varied. As a whole the organization now has a stronger focus on the customer experience in store. One such example is that they have been able to adjust shift patterns, to deploy more staff during periods where footfall is high and customer experience is low. The end-result? Over 10% increase in customer experience scores before and after the change!

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