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Processes<br />
Streamlining and harmonising retail<br />
store operations and supply chain<br />
processes to gain the necessary speed<br />
to respond to consumer requests is a<br />
top priority for Retail in 2010. From a<br />
store perspective, a key initiative is to<br />
embed new retail standards that drive<br />
visual merchandising effectiveness and<br />
back-office consistency in all markets.<br />
In addition, Retail will also continue to<br />
work on adapting the supply chain and<br />
buying and demand planning processes.<br />
This is essential as we strive to increase<br />
our in-season flexibility, be more responsive<br />
to changing trends and to achieve<br />
economies of scale for the Group’s retail<br />
activities.<br />
Profitability<br />
To increase the commerciality and profitability<br />
of the Group’s existing retail assets<br />
is the primary focus for all retail teams,<br />
whether they are working in logistics,<br />
store operations, marketing or any other<br />
retail function. Therefore, in the short<br />
term, we will limit new store openings<br />
and close down stores not reaching their<br />
potential, as well as implement new store<br />
review processes to ensure that current<br />
retail assets maximise profitability and<br />
return on investment.<br />
E-commerce: building a<br />
successful channel<br />
At the beginning of 2010, a new leadership<br />
team was put in place to define and<br />
outline the further strategic direction<br />
of the Group’s e-commerce business<br />
activities for the adidas and Reebok<br />
brands. Although both brands have<br />
made advances with their respective<br />
e- commerce platforms in recent<br />
years, we believe there is considerable<br />
untapped potential for the Group in this<br />
channel of distribution.<br />
adidas retail Formats<br />
As we have evolved as a retailer, we have learnt that shopping should be an<br />
experience. That is why we put a lot of thought into the design and layout of<br />
our stores. We strive to create a shopping environment that visually brings<br />
brand identity and positioning to life and encourages consumer interaction.<br />
For example, our adidas Sport Performance stores emphasise our depth in<br />
sport see photograph (top), whereas adidas Originals store formats such<br />
as “Atelier” engage their audience in authentic, creative and interactive ways<br />
see photograph (bottom).<br />
20<br />
09<br />
GrouP manaGEmEnt rEPort – our GrouP <strong>Global</strong> Sales Strategy 57