In an increasingly saturated market, consumers have near-limitless options for products--and the retailers from which to buy them. The Amazon age has demonstrated that consumers will buy from wherever is most convenient, with one caveat: retailers can make an effort to provide something that giants like Amazon and Walmart can’t, drawing in customers and rising above the hubbub of the ever-expanding marketplace. And one of the major Achilles’ heels of big-box retail, whether online or physical, is its lack of personal touch. The scale of their operations means that while they provide an efficient experience, they lag in offering the kind of personalization that builds brand loyalty amongst consumers. In fact, BRP’s 2019 Unified Commerce Survey indicates that 87% of consumers are interested in a personalized shopping experience, and according to the BRP Consumer Study, 68% of consumers would choose to shop at a store that provides a personal experience over one that doesn’t. Specialized retailers can get ahead by providing customers with a unique, personal experience built on consumer interests and needs.

Sports retailers, specifically, have demonstrated the effectiveness of a personalized retail approach. Athletics are about lifestyle preferences and health, where a personal touch goes a long way. Here are the sports retailers doing personalization in retail best:

Nike
Nike is using new data-driven personalization in their Nike Live store in Los Angeles, fusing tech and brick-and-mortar retail to amplify the shopping experience. The store’s location and product availability are based on shopping habits of local Nike customers, determined by data collected from online consumer engagement. Customers can shop online and pick up products in designated in-store lockers, further assuring that they’ll have exactly what customers are looking for. Meanwhile, the Nike Run Club app connects Nike products to their use--exercise--building brand loyalty amongst joggers who rely on Nike to track their running habits and connect with other users.

Adidas
Adidas is incorporating personal touches into both products and retail strategy. The Adidas flagship in New York City boasts a staff of personal trainers who can give product recommendations based on your athletics needs; they even have footfall trackers so customers can run on an in-store track and determine which shoe shape is best for them. Adidas has also come out with a data-driven shoe line called Adidas Made 4, which uses consumer data and the assessments of professional athletes to design shoes based on city--that is to say, the AM4NYC shoe is equipped for the sharp turns of the city grid, while the AM4 Tokyo shoe is “crafted specifically for the challenges of Tokyo’s varied city landscape.” The shoes ensure a personalized experience that serves not only to bring customers in, but to meet their specific needs when they are in-store.

REI
Products aren’t the only thing that can be tailored to personal preference; REI has initiated brand-based experiences that align with their customers’ passion for outdoor adventure. The REI Adventures program gives customers the opportunity to travel, hike, bike, camp, or otherwise “adventure” with trained REI guides--the membership program offers all adventures at a discounted rate. It’s an excellent way to bring the REI brand into the day-to-day life of its consumers, and it provides diverse enough experiences that there’s something for every adventurer.

The Takeaway
While mass-marketing and large-scale retail has its perks, there’s more to shopping than just an individual product purchase. Consumers want an intimate, unique experience based on their preferences. Sports retailers are getting ahead by leveraging consumer data to develop products, stores, and experiences tailored to consumer demand.