“Research into the global retail sector suggests a clear trend towards providing customers with a more personalised shopping experience,” said Kevin O’Hanlon, CEO, Intersport. “Whether it be by opening smaller specialist stores, or by dividing products into focused categories in larger outlets in a more innovative way.”
Intersport already has 60 stores across Australia but has taken the decision recently to change its approach to customers after undertaking research that identified the benefits of providing highly specialised and selective buying experiences, aimed at particular customer groups rather than product categories.
The company’s flagship in Casuarina Square, Darwin, is set over 700sqm, with 150sqm dedicated to a women’s zone. The women’s section of the store is staffed by women “who understand what female customers want, when it comes to sportswear and exercise equipment”. Similarly, there is a dedicated men’s department and a separate part of the store which deals with the special needs of young athletes.
Intersport said rather than presenting a shoe department, an apparel section and a wall of sports shirts, the Casuarina store now provides gender, age and sport specific options, such as football and basketball.
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