SPORT VISION GROUP
the organisation to keep pace with rapidly-evolving customer expectations .
“ Our customers today do everything on their mobile phones or tablets . So staying properly connected with them and knowing who they are – while respecting our legal obligations – has been totally transformed by digital technologies .”
Meeting evolving customer expectations As Zobenica explains , Sport Vision ’ s vision is to provide a superior experience for customers wherever they engage with the group – whether that is brickand-mortar stores , online or mobile app . “ We have to understand customer requirements and preferences across both the physical and digital realms . To serve them well , we must have realtime inventory visibility at all times , which technology enables .”
Delivering a seamless , omnichannel experience required robust real-time inventory management and efficient cross-border logistics capabilities – all of which was enabled by technology integrations . “ We also have to manage cross-border inventory efficiently . If a customer in Prague wants to buy something online , we won ’ t just serve them from our inventory in the Czech Republic – we can offer the closest product from Slovakia , Hungary , Croatia or Slovenia , for example , to provide the same localised service experience .
“ Technology plays a crucial role in all the backend processes the customer never sees directly . It enables things like order tracking , visibility into exactly where goods are , communicating with last-mile delivery services , and more . Ultimately , technology is really changing how the whole business operates .”
With customer demands arguably never higher , all retailers – Sport Vision included – must ensure an exceptional customer experience .
“ The ‘ C ’ in B2C – the consumer – is well-educated now . People have huge expectations to have proper technology that can provide the value they expect .
“ So you have to reach a certain level of quality and even over-deliver , because what is over-delivering today can become a commodity tomorrow . That puts pressure on our business , but I think it
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