The Danish Sport-Master group, which is no longer a cooperative voluntary group, says it wants to build up the best online sporting goods store in Denmark, connecting it with the 100-plus physical stores which it owns now. The idea is to give customers the same experience regardless of whether they are visiting Sport-Master offline or online. A web agency, Adapt, is behind the project. The new online store can be accessed by smartphones and tablets.  The cooperation is founded on a performance-based partnership whereby Adapt gets compensation in accordance with the web shop's revenues. This decision was based on a study by Google showing that 40 percent of prospective customers have turned to competitors after having a bad experience with their mobile devices and that 57 percent would not recommend a company with a poor website.

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