Explore Innovasport’s journey with SAP
When leading Mexican sports store chain Innovasport S.A. de C.V. looked to recenter its operations around the customer, it chose to invest in the SAP Customer Experience portfolio. With a game plan focused on delivering an omnichannel experience, the company is using solutions from SAP to capture customer data and use it to develop long-term customer loyalty.
| Industry | Region | Company Size |
| Retail | San Pedro Garza Garcia, Mexico | >3,000 employees |
lift in online sales.
increase in loyalty program members.
increase in customer views.
Chief Technology Officer, Innovasport S.A. de C.V.
Energizing unified omnichannel commerce with the right technology framework
Innovasport is a fast-growing sporting goods and clothing store chain in Mexico that promotes a healthy active lifestyle through its products and brands. With ambitions to be a leader in its field, the company’s goal is to build strong long-term relationships with customers. Beyond delivering exceptional purchasing experiences online and in store, Innovasport intends to motivate people to change their lives through fitness and sports.
To get there, the company developed a unified commerce strategy centered around sharing insights and expert information that will help customers make better decisions on which sporting apparel or shoes they need to perform better. Part of this strategy also involves sharing information on relevant sporting events that customers can participate in to help them achieve their personal health, fitness, and athletic goals.
However, Innovasport was a product-centric company running its brick-and-mortar operations in isolation from its online channels. As such, it didn’t capture customer details or know its customers. To build business capability for a culture change around the customer experience, Innovasport partnered with SAP to identify the right technology framework to help it achieve its vision.
Chief Technology Officer, Innovasport S.A. de C.V.
Sprinting into an omnichannel future
To achieve its strategic ambitions, Innovasport rationalized that personalization and getting to know its customers were key to success. It also wanted to deliver a frictionless buying experience by presenting detailed product information around sizing and trends, as well as other information that shoppers need to make their purchasing decisions. Intent on delivering a more fluid consumer experience, regardless of the location of the actual sale, the sportswear chain made the decision to invest in the SAP Customer Experience (SAP CX) portfolio. The company selected the SAP Commerce Cloud solution and the SAP Emarsys Customer Engagement solution, allowing it to take advantage of hyperpersonalization.
Gustavo Gutiérrez, chief technology officer at Innovasport, explains why the company chose SAP: “We were moving from being a product-centric company to being a customer-centric company. When we talked to other vendors, they focused on how they were the best at commerce. But we are not a traditional e-commerce or brick-and-mortar operation. We have an omnichannel business, and we needed an omnichannel solution. SAP was empathetic from the beginning and truly understood our business road map, providing the technology and also partnering with us to help us become a better business.”
Chief Technology Officer, Innovasport S.A. de C.V.
Building long-term customer relationships that help improve lives
In building its omnichannel business model with a value chain that continually enhances the customer experience using SAP CX solutions, Innovasport laid the technology framework to build long-term customer relationships. Since implementing the solutions, the company has seen an uptick in key business metrics, including revenue gains of 200%. “Our customer lifetime value is greater than ever, and we have increased the number of customers in our loyalty program from 1.4 million to 2 million this year,” says Gutiérrez.
Using SAP Commerce Cloud, Innovasport has automated processes for putting the right product in the right online or physical store at the right time for the right customer. It has also gained analytics and insights from live data, helping it make better planning decisions. With insights on product availability and sourcing in fulfillment locations, using dynamic catalog activation in SAP Commerce Cloud, products are automatically selected based on inventory levels, freeing the company from manual tasks. Innovasport can also identify shoppers who spend time browsing but don’t purchase, and then use SAP Emarsys Customer Engagement to send relevant and targeted campaigns to capture new customers.
With the solutions in place, Innovasport has increased its average basket size from 1.2 items to 1.8 items. And it is now looking to achieve an average of two items by leveraging relevant up-selling and cross-selling opportunities.
In addition, Innovasport has taken advantage of the solutions’ flexibility and extensibility, explains Gutiérrez. “Another reason for implementing SAP Commerce Cloud is that it connects to some of our other solutions. We have an omnichannel inventory, so the same inventory is available in store and online. And this means our customers see the same information across all of our sales channels. We also implemented the SAP Omnichannel Promotion Pricing solution, which helps ensure our customers see the same products and branding across all channels.”
Chief Technology Officer, Innovasport S.A. de C.V.
Scoring corporate goals with hyperpersonalization
Innovasport continues to build customer relationships for the long term and aims to capture more information at every customer touch point to understand what’s valuable for them. Working to refine segmentation and further enhance personalization, the company is implementing SAP Customer Identity and Access Management solutions. This will help support the transparent collection, transparency, and use of customer information.
The plan is to use these tools in conjunction with SAP Emarsys Customer Engagement to give customers more relevant products and information based on their browsing activity, transforming customer acquisitions into customer loyalty.
Elsewhere, Innovasport is focusing on talent management, retention, and attraction, and it continues to cultivate a culture of learning and development that empowers its people to grow.