Tréndico Group will be taking “all necessary steps” to bring its Atleet and Foot on Mars stores into the “phygital” (physical + digital) realm. Speaking to CMDsport, group CEO Carlos Tejeda laid out the rationale as follows: “The main changes in the market are generated by the consumer, and right now the consumer’s demands are very much centered on technology and obtaining the most experiential, complete and satisfactory buying experience possible.”
The goal, then, is to establish a dynamic system – founded on the QR code – to link customers, selection and stock in such a way as to blur the online/offline distinction. In this conception, the online channel serves for immersion and immediacy, the offline channel for customer interaction and loyalty building.
Tréndico has gone beyond the sales figures required by Nike and Adidas to set up procedures common to buying groups, retailers and e-commerce operations alike, to the point of providing service within 30 minutes of an online order. The system should mitigate the problem of storage space and expand the selection at any given point of sale, as inventory will no longer concern individual locations. Meanwhile, the stores themselves are to draw digitally oriented customers by setting up touch screens, sensors, smartphone content, and so forth.
Tréndico has refurbished 71 Foot on Mars and 158 Atleet stores and is proceeding to their digitalization and the verticalization of their selection. Another 200 or so locations remain untouched. By the end of the year, Tréndico expects to have 200 Atleet and more than 100 Foot on Mars stores redone. And by 2025, the group expects to generate 50 percent of its sales online.
