Keller Sports, the German online retailer of premium sports products, launched yesterday its own app, which rewards customers for the intensity of their sporting activities. Connected with a fitness tracker, the free app gives them points that allow them to obtain a 20 percent discount on its products or a free muesli from Mymüsli, a German online retailer that will deliver it customized to his or her tastes.
A challenge section of the app is meant to keep the user active by proposing new challenges. If they succeed, they become eligible for a non-cash prize such as, for example, their participation in a marathon.
The Keller sMiles app is being initially launched in the Apple App Store, targeting runners, hikers and cyclists who use the Apple Watch to check the level of their physical activity. The Android version is scheduled to go live one month from now, allowing connections with other trackers in the areas of fitness, winter sports and tennis.
Ultimately, customers will be able to use the app with all common activity trackers including Strava, Runkeeper, Fitbit, Komoot and Goggle Fit.
Customers will be able to download the free app from the Apple Store or the Android Store by registering by e-mail or on the social media, providing information about their interests and their fitness level.
As previously reported (SGI Europe Vol. 26 N° 31-32 of Sept. 30, 2015), Keller Sports specializes in offering a limited selection of high-quality products for various sports activities to customers all over Europe through its multi-lingual website, using tools that are meant to allow them to make the best possible choices. It works closely with a limited number of major and niche brands that offer premium brands in their ranges.
Its management says it has been developing from a premium online retailer to a premium sports destination through an offline brand experience store opened in Munich two years ago and services like the Keller Studios before launching the new app.
Brands like Nike, Adidas, Peak Performance, J.Lindberg or Asics have used Keller's brand experience store on the banks of the Isar river to present new products to a selected audience in various ways - sometimes with personalized laser signatures on running shoes, or at a party animated by well-known DJs.
Aside from other services, premium Keller Sport members pay nominal fees to train in numerous fitness clubs and some 1,000 other sports clubs all over Germany, including yoga studios and tennis clubs.
As usual, the Keller brothers are reticent about giving out figures on their company's performance. It claims a steady growth rate of about 50 percent per year. The turnover will reach a “mid-8-digit” level this year, with most of the revenues coming from the German-speaking countries. Keller Sport boasts a seven-digit figure for the number of registered customers and an eight-digit figures for the number of unique visitors per year.
The Reimann family invested in the company at the end of 2016 to support its growth.
