Sport Master

SPORTMASTER understands the value of an omnichannel customer

Fierce competition and low customer loyalty mean SPORTMASTER needed to increase sales to maintain its position. That’s why they chose Agillic to increase the value of their customer base, pairing effective personalisation with omnichannel execution.

SPORTMASTER is Denmark’s largest sporting goods retailer. With a sizable e-commerce operation and over 100 stores selling products from high-end brands such as Nike, Adidas, The North Face, New Balance, and Asics. SPORTMASTER also has one of the largest customer clubs with over one million members.

The Danish sporting goods market is extremely competitive with more than three times the amount of sporting retail square footage per capita than in the UK.

This, coupled with the rapid growth of e-commerce in the space, means that customer loyalty is extremely low and the competition is extremely high. To stay ahead of the industry, SPORTMASTER decided to shift their strategy to focus on driving customer loyalty and repeat purchases. 

Their goal is to increase revenue by attracting customers to both physical and online stores at the same time. SPORTMASTER has gathered profile, transactional and behavioural data across their customer base.

Since 2016, they have worked with Agillic’s Omnichannel Marketing Automation Platform to execute their data-focused strategy. Agillic brings the software and analytical approach that has enabled SPORTMASTER to turn its rich data into insights that drive personalised campaigns and automated flows. 

The value of the omnichannel approach

Through analysing customer data, channels and purchases, SPORTMASTER learned that customers who buy both online and in-store are 45% more valuable than a customer buying through a single channel. 

This learning has been used to change the incentive structure between physical stores and e-commerce, unifying otherwise competing departments in the interest of the business.

By combining content and data with the efficient execution of the Agillic platform, SPORTMASTER continuously runs campaigns and communication flows focused on customised offerings and services. By segmenting and personalising an increasing share of their emails, the retailer has been able to increase email opening rates by up to 200%, get a staggering 500% increase in click rates and triple the conversion rates.

This has driven substantial revenue and increased the number of members in their loyalty programme, Klub SPORTMASTER, which has grown over 20% and now has almost 1.2 million members.

With significant progress in the first year, SPORTMASTER is now leveraging the substantial insights generated with an ambitious omnichannel strategy that involves the entire organisation working together around a single customer view. 

For SPORTMASTER, an automated omnichannel approach is not just a competitive advantage, it is key to their success in the sporting goods industry.



• Highly competitive market for sporting goods

• Limited retail loyalty across the industry

• Increasing pressure from online retailers

• Low utilisation of customer data


• Focus on the customers before the channels

• Adopt a single-customer-view approach

• Data-driven execution by the marketing department

• Personalised communication across channels

• Triggered and targeted email flows


• Increased opening rate of targeted emails by 200%

• Increased click rates by 500%

• 3x improvement of conversion rates

• Click and collect orders increased by 40%

• Omnichannel revenue increased by 15%

45% higher value on omnichannel

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