The German Federal Cartel Office has given its blessing: This means that the sports retail association Intersport can continue to roll out its new online distribution model which was announced in 2019. The core issue is the establishment of an online platform through which small and medium-sized sports retailers can participate in e-commerce in order to be able to compete with Internet giants such as Amazon and the sports brands’ own web shops. The goal behind is to become the largest sports platform in Europe in the coming years.
With its platform, Intersport wants to combine online purchasing and the support of local retailers. At www.intersport.de, online orders will in future be distributed to local shops in accordance with the playmaker principle, from where the articles reach the customer. In addition to free shipping to over 500 pick-up points, the buyer will also be able to return the goods at any Intersport shop. “We prefer to store in halls instead of warehouses. Thanks to 1,500 possible local stores, our online shipping system is completely decentralized,” says Carsten Schmitz, Chief Digital Officer Intersport Germany.
According to the sports retail association, this should enable local retailers to participate in online trading without any technical effort or e-commerce investment. In addition to an additional sales channel, participating shops will receive their own landing page through the platform to increase individual findability. Accompanying measures such as online marketing, customer referral or the provision of shipping materials are handled by Intersport. According to Intersport, the individual dealer incurs no additional costs.
Intersport groups Germany, Austria, Hungary, the Czech Republic and Slovakia under its roof. All together the five markets make up for 1,800 stores and a total turnover of 3.53 billion Euros in 2018. Within this group, Intersport Germany represents the largest market with more than 900 retailers and a turnover of 2.85 billion Euros in 2018.