BUSINESS CASE

Nov 18th, 2021

INTERSPORT International Corporation

CONTEXT
INTERSPORT International Corporation (IIC) is a sporting goods retailer, operating in a pan-European
environment. IIC has physical retail stores, e-com websites and social channels (Instagram, Facebook) across most European countries and the
focus is mainly on sports performance products.
Being a buying group with a decentralized set-up, websites/social channels etc. in each country are generally not connected and are operated by
local teams individually. However, to streamline the process, build synergies and one common look and feel, IIC introduced a digital “platform” that
combines certain country websites in the back and front end (e.g., Spain, Denmark, Netherlands, Austria), while other countries such as France or
Germany are not directly connected and keep operating their own system.

● Improving product visibility/findability

● Gaining online market share

OVERVIEW ISSUE
● Same BRAND
● Different country Website

2
INTERSPORT International Corporation

BRAND OPERATION

IDENTITY
CMS FEED
users could be SEO
separated content management of
confused thinking missing of direct
production and product catalogue
there are different link between
complicated requires different
brand affecting different countries
operational flow specifications
REPUTATION

- Maintain content structure and same product - Set-up an IIC central team for operational flow
pages architecture (all countries)
SOLUTION

- Link building between different countries
- Separated social channels for better customer
communications (omnichannel strategy, promos,
CRM activities)
- Ideal solution could be implement same CMS for
all countries and then geotarget customers
- Direct access to CMS brand page to update
content directly and save time spending
correspondance with IIC
- One single contact for social channel
management (all countries)
- Access to CMS for product feed opimisation
3
DIGITAL MARKETING FUNNEL

ORGANIC
● SEO on&offsite

UPPER FUNNEL
● brand awareness (display, video)
● social

LOWER FUNNEL
● paid media search
● paid social
DIGITAL MARKETING ACTIVITIES - ORGANIC

ONSITE ACTIVITIES
● Improving existing pages
● Creating new pages from scratch
● Changing navigation naming watch and page name to be more
intuitive to the target market
● Creating a keyword-driven editorial blog calendar
● On-site optimisation (tag, images, page speed..)

OFFSITE ACTIVITIES
● brand mentions
● Commenting
● Reviews
● Forums
● Influencer outreach
● Broken link building
● Social networking
DIGITAL MARKETING ACTIVITIES - PAID

▪ Focus on digital media channels: website,

social media, video, mobile.
The goal is to boost adidas product and
increase performances
1. Display: prospecting with
programmatic activity -> Hype
2. Video: website presence + social ENGAGEMENT
channels (FB, IG)
3. Social media: engagement through
STORYTELLING

SA
video, sponsored post.

LE
4. Omnichannel: display “drive to store“ Social media channels

S
campaigns + click&collect
5. Low funnel activities: paid search,
retargeting (focus on RETENTION) DISPLAY
Propecting Social ads Video

4-FEB-20 6
DIGITAL MARKETING ACTIVITIES - BOOST RETENTION

● accounts can make repurchasing easier by giving

01 USE CUSTOMER ACCOUNT customers instant access to previous orders as well as

pre-filled shipping information

● Support systems help effectively communicate with

02 IMPROVE CUSTOMER SERVICE customers and provide them with the right level of
support.

● Loyalty programs are an effective way to increase

03 LOYALTY PROGRAM purchase frequency because they motivate customers to

purchase more often in order to earn valuable rewards.

● Emails give the opportunity to continue building a

04 SEND ENGAGING EMAILS relationship with customers before and after their initial
purchase

● Sending a discount code for customer next purchase with

05 OFFER PROMOS TO RETURN a first time order is a great way to nudge them to come
back
DIGITAL MARKETING MIX

PROSPECTING
➢ programmatic
(display/video/au
TOP MARKETING CHANNELS
dio)

SEA Programmatic: including natve adv and

➢ Google Ads high impact mobile ads
SEO ➢ FB ads
➢ onsite ➢ Shopping feed Social media: the goal is to attract and
optimization campaigns engage target audience members
➢ offsite (link ➢ Retargeting
building) (display/email) Retargeting: classic display ads + email
activity
IIC
Paid media: SEM to increase brand
awareness and recall for target users +
conversions

SOCIAL MEDIA
EMAIL MARKETING
➢ organic content
➢ direct newsletter
➢ paid social
➢ lead generation
➢ retention strategy
BUSINESS CASE

Q&A