sportFACHHANDEL running 4_2015

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42 RETAIL sportFACHHANDEL – running 4.2016 Intersport “Running is running very positively“ © INTERSPOORT
sportFACHHANDEL – running 4.2016 RETAIL 43 As the largest associated group in Europe Intersport knows how running is going. The last order exhibition was even connected to a scientific symposium in order to give retailers additional knowledge. Sebastian Gruber, Running-Expert at Intersport Germany explains how you can show competence and stand out from the populace and entirely online retailers. Interview: Andreas Mayer sportFACHHANDEL: At your traditionally largest order exhibition in January you put the focus on running. That means running is also going well at Intersport? Sebastian Gruber: „Definitely yes. As the leading associated group in sports retail Intersport has taken the running market forward and decisively developed it. Running has been going very positively in the last years. More and more people discover the running sport as balance to everyday life and as possibility to maintain their health. The topic of running has a meaningful position within the Intersport association. In the growing competitive environment which is strongly characterised by online retailers the stationary retail can above all others position itself as expert in the area of running shoes. Among others, the foot form and running style are different with every sportsman. That’s why a shoe should be chosen with competent and sound counselling. That’s the only way the desired training effects can be achieved without the joints suffering. “ Apart from the large traditional markets you have also made room for specialists. Is that a trend? Every brand we take up in our product range is carefully picked by us. We want to show our retailers a spectrum of various brands that is as large as possible so they can ideally adjust their No matter where, when and on what surface: More and more people discover running as balance to everyday life. portfolio and their product selection to their specific customer clientele. Some market concepts are surely better suited for a broader customer circle than others. Furthermore it is our goal to provide the required conditions so more retailers can specialise themselves in the running area. I wouldn’t view the specialisation as a trend but rather a necessity for continuously proving oneself in an increased competitive environment.“ How large should a wall of shoes be in order exude competence? The question of an optimal wall of shoes can’t be answered across the board. Ultimately competence can’t be derived from the shoe wall’s size. To be able to offer the customer a larger product selection may be helpful for responding to individual customer needs but at the same time it requires the retailer to also be able to competently offer advice for all products. “ And what else does this include? Competence in the running area is especially characterised by educated and schooled personnel. Thereby knowledge about bio mechanics should also be present, as well as the corresponding market’s philosophies. An analysis tool, such as the “Intersport shoe Coach”, supports the seller in examining the customer’s running behaviour statically and dynamically. A certain curiosity for scientific questions and additional training on a basis of scientific knowledge are furthermore helpful for schooling a seller’s know-how. Additionally some retailers offer running and technique training – an excellent service addition for the customer.” You also connected the order exhibition with a symposium in order to provide additional background knowledge to you retailers. Which topics were addressed? At the ProRun symposium at our January order exhibition we informed our retailers about up-to-date running trends and market developments through experts. Beside the up-to-date economic approaches from bio mechanics, the focus was on the newest ideas and analytical methods in running sports. Additionally new products and innovations were discussed. Among others, it was about the question whether the categorisation in neutral and stabilised running shoes is still steadfast in light of the newest scientific insights. Hence there are consequences in presentation and analytic methods in specialist trade. As specialist trade association we want to deal with the newest insights as soon as possible in order to further develop our inner concepts and analysis tools and to play the right trends. Where do you see trends in the running/ fitness area? We carefully keep an eye on the market and for a prolonged time we have been noticing that classical fashion and sport are merging more and more. That’s also the case in running sports. On the one hand some specialist sports retailers have lifestyle inspired performance models on offer on the other hand lifestyle retailers have also discovered the advantages of performance running models by now and offer these shoes in their stores.
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