INTERSPORT
Back in the game
Industry / market
- Sports, Strategy, B2B, Retail, B2C
TerRitory
NL
Challenge
Intersport asked us to find out why certain local stores were falling short on footfall and turnover, and build a plan to change it.
Three deliverables: a diagnosis, a brand and communications strategy, and an activation toolkit store teams could run with. Not a report to file. A direction to act on.
Strategy
We started in the store. Walked the floor, traced the customer journey, asked the questions you cannot answer from a desk.
The opportunity was clear. These stores needed to be known before they could be chosen. Visibility in the local sport community had to come first. Conversion would follow.
Short-term: get more people in and give them a reason to come back. Long-term: build the kind of local presence that does not need a promotion to sustain it.
Idea:
A strategic and creative concept built around two things: destination status and community identity.
Making Intersport Foris the store the local running and fitness scene knows before they need it. Rooting it in local amateur sport so the neighbourhood sees itself in the brand.
Every activation designed to start a relationship. Not close a visit.
Results
A complete strategic and creative direction: positioning, communications framework and a ready-to-run activation toolkit.
The stores had the product, the space and the team. We gave them the story and the tools.
Built to scale. The approach serves as a blueprint for other Intersport locations.
Intersport Foris - Back in the game
