The amount of information and technology in new sports products and marketing campaigns that sales staff need to know at every launch cannot be overstated. Atobi, a digital specialist in this and provider of a platform for wholesale activation and community engagement in retail, which Nike, Intersport and Asics already use, has announced a strategic partnership with Bauer Hockey. The company is the world’s leading hockey brand, with roughly 60 percent of the ice hockey market in North America, and had demanded a system that provided its retailers with the latest information about new products and campaigns.
We’ve gotten hold of Morten Hedrich, Vice President of Sales at Atobi, and asked about the benefits of his company’s technology for Bauers’ retail partners.
”Our product, the Real-Time Retail Execution Platform, simplifies onboarding and product training, ensuring that store staff are up to date with the latest product features and marketing campaigns,” he said. “This is particularly crucial for brands like Bauer, where technical product knowledge is essential for customers. The platform also enables interactive learning and engagement, helping store employees stay motivated and informed. Ultimately, this leads to better in-store execution, increased product sell-out and improved customer satisfaction.”
And what are the benefits for Bauer? ”Bauer,” he replied, “will benefit from Atobi’s ability to streamline communication and training across their retail network. Using the platform, Bauer can ensure that every retail partner is aligned with the brand’s product knowledge, sales tactics and visual merchandising standards. This not only improves consistency in how Bauer’s products are represented in stores but also enhances sales performance, by giving store staff the confidence and tools they need to sell more effectively. Additionally, Bauer gains data-driven insights from the platform, enabling them to refine strategies and continuously optimize the performance of their retail partners.”
Marcus Johnsson, Marketing Director at Bauer Hockey, is happy with the partnership and and sees several advantages with Atobi’s product. “Retailers, store staff and, most importantly, the customers deserve maximum service and attention,” said Johnson. “We’re investing in a future where we are fully integrated with our partners in our way of working and integrate how we engage and upskill store staff on new products and technologies. Integrated in how we plan, execute and measure campaigns. Integrated in how we use data to find and utilize untapped potential in our businesses.”
