Customer Centricity in the sports industry. How the new customer is driving digital transformation.
The sports industry is facing major challenges: The online trade continues to grow disproportionately, new competitors are entering the market, and the overall market is stagnating. And the customer: Expects - not least driven by his experience with GAFA (Google, Apple, Facebook, Amazon) - outstanding service and at the same time makes ever greater demands on product and price. A possibility to solve the dilemma, to position oneself against the competition, to win new customers and to bind them to oneself in the long run: The development of a Customer Centricity Mindset. Inevitably linked to this: The digital transformation of the company. The implementation of a customer-centric philosophy is no longer conceivable without a focus on the possibilities and requirements created by digital and the Internet. Bastian Scherbeck discusses with leading representatives of the sports industry the challenges associated with the customer centricity mindset and the associated digital transformation.
Bastian Scherbeck has been working in the digital industry for 12 years. After a trainee and the subsequent establishment of the social media team at achtung! in Hamburg and Munich, he was responsible for the strategic development and global roll-out of the BMW Group's social media presence on the agency side for several years before founding the German branch of the worldwide network "We Are Social". In the following five years, adidas AG was one of the intensively supported clients. In 2016, he founded "LiveCycle", Germany's leading service provider for sustainable urban mobility, where he was responsible for digital strategy, marketing and sales. As Principal Consultant in Ray Sono's team, he now advises clients on all strategic issues related to the digital value chain, focusing on the development of digital products and services.
Born in Austria, he has been in charge of trade marketing and online marketing for VAUDE, the outdoor equipment manufacturer known for its environmental friendliness and social commitment, since 2010. Together with his team, he is responsible for the company's entire digital presence, marketing at the digital and stationary POS as well as sponsoring. Before moving to the sporting goods industry, he worked in marketing in the online gaming and medical goods industries.
Head of Global Digital Sales
Moritz Kuhn is Head of Global Digital Sales at Haglöfs, the progressive outdoor performance brand from Sweden. He is responsible for own eCommerce, marketplaces and digital pure player. Moritz has been in the sports industry for over 12 years, where after 7 years with adidas, 2.5 years with Zalando Sports, and 2 years with Haglöfs as Country Manager Germany & Austria, he sharpened his digital profile. He is an enthusiastic skier and mountain runner as well as an ambitious tennis player.
Global Digital Footprint Champion