In-store experience concept for a leading international sports brand

The client commissioned DI Experts to design a flagship store concept that combines existing digital sales channels with stationary services and thus enhances the local shopping experience.

A leading global sporting goods manufacturer already had an established web store and call center services, but did not have a physical store that could seamlessly integrate sales and service functions. In order to strengthen brand loyalty and appeal to new target groups, a flagship store was to be created as a supplement.

DI Experts first conducted a discovery workshop and interviews with all relevant stakeholders to precisely identify requirements and target groups. DI Experts then analyzed the competitive environment and internal customer data using a Power BI heat map to determine the optimal location. On this basis, DI Experts worked with the project team to develop a lean business plan that transparently presented the scope, costs and benefits of the store. At the same time, DI Experts developed various stationary store formats (flagship, concept store, pop-up), designed a customer journey with digital and analog touchpoints and created a detailed floor plan for the planned 1,000 m² store.

The concept provides the customer with several stationary format options, including a data-based positioned flagship store. A Power BI-supported location recommendation and a convincing lean business plan form the basis for the board's decision. The customer journey and floor plan provide a concrete blueprint for the next implementation phase.