E-commerce is no longer an add-on in sports retail – it has become indispensable for reaching customers effectively and comprehensively. It promotes innovation, drives competition and opens up new market opportunities. Nikolay Tzonov, Managing Director of SPORT 2000 Bulgaria and responsible for the international digital lead, explains in the blog post how e-commerce not only increases sales, but also redefines the interaction between retailers and consumers.
A modern online presence not only increases sales, but also revolutionises the interaction between retailers and consumers. « In today’s digital world, e-commerce is far more than just an additional sales channel. It is a strategic tool for reaching a broader target group and optimising the shopping experience, » says Nikolay Tzonov, Managing Director of SPORT 2000 Bulgaria. Sports enthusiasts are often characterised by their open-mindedness and affinity for the digital world. They expect convenience, easy access to certain products and transparency. These are characteristics with which online retail scores highly.
SPORT DEPOT Website & Online Shop
Potential for all market participants
Brick-and-mortar sports retailers benefit in many ways from the opportunities offered by e-commerce. For retailers, an online presence means an extended reach and additional sales potential. Continuously analysing customer data enables a more precise approach, while innovative tools improve interaction with customers. « Online channels provide valuable insights into consumer behaviour, which contribute significantly to the targeted planning and optimisation of the product range and marketing campaigns, » says Tzonov, talking about the benefits for retailers. He is convinced that e-commerce strengthens the entire industry in the long term: « Innovations are promoted and new markets and sales channels open up for all market participants. » The synergies between online and brick-and-mortar retail optimise the customer journey and increase customer satisfaction.
Customer-centric e-commerce for personalised shopping experiences
Data plays a crucial role in e-commerce, as it enables a deeper understanding of consumer behaviour and thus promotes targeted optimisation of the product range. « The aim is to improve the customer journey through personalised experiences – this is possible with data-driven e-commerce, » emphasises Tzonov. AI-supported product reviews, advanced search functions and chat bots optimise the shopping experience to meet the needs of consumers. In addition to the existing tools for customer interaction, SPORT 2000 Bulgaria is planning to introduce an AI chatbot to take customer service to a new level. « With this, we not only want to increase efficiency, but also ensure that customers receive the information they need around the clock, » says Tzonov.
SPORT DEPOT Megastore in Sofia
Seamless shopping experience for today’s customers
E-commerce ensures constant accessibility, flexibility and maximum reach – indispensable factors in the digital age. However, Tzonov is convinced that online tools will not replace bricks-and-mortar retail in the future: « Brick-and-mortar retail offers the unique experience of trying out products directly in the store and receiving advice in a personalised consultation. » The integration of both channels creates a seamless shopping experience that appeals to customers’ needs at all levels.
International exchange of knowledge
SPORT 2000 Bulgaria has successfully positioned itself in e-commerce in recent years and currently has an online share of 35%, with the aim of increasing this to 40%. The entire international sports retail group benefits from the digital expertise that Nikolay Tzonov and his team at SPORT 2000 Bulgaria have built up. « By sharing best practices and innovative technology applications in our network, we bring our expertise to other SPORT 2000 countries in a targeted manner, » says Tzonov. The other SPORT 2000 countries have the opportunity to use the SPORT 2000 Bulgaria platform to optimise their own e-commerce activities. « Thanks to the cross-border approach to cooperation and the exchange of expertise, we can continue to develop within SPORT 2000 Group International, » Tzonov is convinced.
Nikolay Tzonov – Managing Director of SPORT 2000 Bulgaria
Picture Credits: SPORT DEPOT/SPORT 2000 International & AS Photography (Pexels.com)
