Sports goods: Football, running and communities - strategies against reluctance to buy
In the sports retail trade, the World Cup created a little enthusiasm for buying. And now? The goal is to avoid a discount battle and to expand - also in terms of floor space.
Kempten, a small corner in the football department still bears the echoes of the World Cup at Sport Reischmann. A large screen displays repeat broadcasts of the games, and a few away kits of the German team hang at a rack - they cost a mere 69.99 euros instead of 100. During the tournament, the entire ground floor of the large store in the pedestrian zone of Kempten was decorated in the style of the World Cup, with kits of all 48 teams sold out.
Business director Anna Rusche states, "The World Cup has brought a push." Particularly the German national team's Adidas kits were in high demand until the team's elimination. Even in May, the World Cup effect gave the entire German retail sector a small sales boost. A further impetus was needed, as Rusche recalls. "April was really tough."
The consumers had been unsettled due to the Iraq War and high oil prices. Nevertheless, it was important to stick to the strategy even in such phases, rather than relying solely on discounts - the simplest but dangerous route.
Written by urgent.news from Handelsblatt's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
