SBJ/June 30-July 6, 2014/In Depth

Six sports e-commerce drivers

1.

The meteoric growth of mobile commerce and social media will be key drivers, as mobile devices rapidly replace wallets.









2.
Your sales will only be as good as your database. With the advent of customized shopping apps, geo-location
targeting and personalized shopping experiences, big data will be the big driver.



3.

Expect a shift from championship hot markets to dozens of micro hot markets, commemorating in-season achievements.












4.

Ultra-customization and options for same-day delivery in larger markets will be routine.










5.

Verticality is inevitable. Every retailer wants exclusive merchandise. Every fan wants his team’s championship T-shirt or cap. How long will it be before a championship product is available only online?








6.
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Hybridization will be commonplace. Brick-and-mortar retailers will invest in the warehouses and logistics required to scale e-commerce, while e-commerce retailers will pioneer small format, brick-and-mortar pickup locations.

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