Growth through omnichannel expansion

first-mobile-shoppingAmer Sports’ unified go-to-market organization covers retail, e-commerce and wholesale to provide an optimal solution for the consumer, regardless of time and place.

Amer Sports Chief Commercial Officer Michael White explains why Amer Sports restructured its go-to-market organization recently.

“Consumers’ habits and practices are changing. To create growth through omnichannel expansion, we set up our team to embrace those changes.”

Omnichannel model means putting the consumer first, in contrast to a product or channel-centric mindset.

“Omnichannel encapsulates all the ways we interact with consumers. It involves delivering an excellent consumer experience at every touch point. Therefore, it encompasses both the online and in-store experience, irrespective of whether these are in-house or managed by an external retail partner.”

“Today, consumers want a seamless experience. We cannot deliver it if we have a siloed organization. So, we made the decision to bring our retail, e-commerce, and wholesale organizations together.”

Engaging with savvy consumers

salomon-brand-store-400White sees some fundamental changes in consumer behavior.

“Consumers are becoming ever more demanding and savvy. When researching and purchasing products, they want a close relationship with the brand with more personal interaction. Fortunately, we have strong, authentic brands, and we can capitalize on that.”

Consumers also choose when and where they want to buy.

“We have to figure out how we engage with the consumer physically and online in the best possible way. We must be consistent, and create best experiences in all channels.”

“The better experience we offer consumers, the more likely they are to try, buy and recommend our brands. This gives better immediate sales results and builds brand equity for future growth. It also leads to improved sell-through with our brand partners, which in turn leads to more space and articles in-store and higher revenues.”

“Our brand strategies must provide a consistent experience irrespective of the channel. This implies strong alignment of marketing strategies across brand and go-to-market. It means ensuring we are present, in a compelling way, at every stage of the consumer purchase journey, whether that be online, at an event or place of practice, or in a store. Our stores and e-commerce sites should, of course, be first-class examples of providing a good experience to the consumer.”

Winning with the retailers

With the expansion of e-commerce, the retailer landscape is changing, and the go-to-market organization must adapt.

“In retail, old stagnant business models are being disrupted – we have lots of high-level examples.”

But within the market, there are winners and losers.  


“We try to identify the retailers who are winning in the marketplace. We put joint business plans in place with them. As they grow, we ensure that we also win with them.”

Global coverage

Today, all major brands are making progress in e-commerce. So do the Amer Sports brands.

“We have a good operating model and platform in place, and in e-commerce we have already global coverage with 64 brand and country combinations.”

Amer Sports has also established a shared database for its brands and is growing it.


“We will focus on capability of cross-portfolio selling. We can drive traffic and conversion, and offer consumers personalization and customization.”

The network of Amer Sports’ own brand stores is growing rapidly.

“Today we have more than 280 stores, and 8% of our total company sales come from BtoC, in softgoods 20%. We will open at least 25 new stores every year, depending, of course, on finding the right locations. Our stores are increasingly linking with the local community, providing a more engaging experience for the consumer”, White explains.

Overall, White is confident of the company’s development:

“The basics are now well in place. We can accelerate further.”




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