Rental platform provides better customer experience for seasonal skiers
Intersport Rent is a service by the sports retailer Intersport with more than 800 shops across Europe and Canada. The platform offers the possibility to reserve sports equipment online and then pick it up quickly in a shop. One-third of the revenue is already generated through this online portal and central management of more than 3 million customer profiles improves customer experience.
In the age of the sharing economy, customers are increasingly renting instead of buying sports equipment. Intersport, the world’s largest sports retailer, operates in multiple countries, each with their own business processes and IT architectures.
They wanted to create a central online portal for all countries where customers could rent their equipment online and pick it up in one of the Intersport shops. Their desire was to have a rental application made available on their website where the user can easily indicate their destination, time frame of a trip, and finally select their products.
To do this, they needed to develop interfaces to all their existing POS systems. They needed the system to be tightly integrated with all backend systems without any complications. They needed a solution, which would be flexible enough to adjust to their heterogeneous IT structure, country-specific pricing, and individual franchise partner needs.
Through advisory from Elements, a digital agency based in Salzburg, Austria, they were advised to use Pimcore to build an outstanding rental solution. Using Pimcore, they were able to create a flexible rental web application quickly. Directly on this portal, users can search for their ski-resort or destination city and then make an online reservation for their equipment. After choosing their desired shop, they are prompted to enter the time-frame of their trip and are finally lead to a selection of products. From a diverse product catalog, they can select the products they need and then reserve them by checking out and paying for the equipment. When they arrive at their destination, the equipment will be ready for them to pick up at the location they originally selected.
By using the Pimcore customer data platform (CDP) and connecting the platform to multiple POS and newsletter systems (IBM Digital marketing, formerly Silverpop) Intersport was able to create a consolidated database of customer profiles. Currently, they are already managing more than 3 million customer profiles. The benefit for the customer is clear: No matter which shop they enter, they do not have to enter the personal data required to rent their skis (such as weight, age, ...) again and again. And because they can reserve and check-in before actually starting their skiing vacation, they save precious time and pay a lower price, when finally arriving at their holiday destination. The benefits for the shops include better utilization forecasts for staff and equipment and the possibility to benefit from central marketing with a heterogeneous company structure.
The impact of Pimcore’s new solution for Intersport Rent was tremendous. Since 2011, more than 265,000 winter sport equipment rentals have been facilitated through Pimcore’s system. This easy and efficient way of renting sports equipment has helped Intersport enhance their brand image. They achieved 300,000 reviews of their service which almost exclusively spoke of positivity. Online sales keep growing. 50% increase in sales has been achieved in Germany in 2018.
In the near future, Intersport is planning to use even more Pimcore personalization features. Pimcore's multi-channel publishing features will power digital signage displays in the shops, providing more intriguing, personalized experiences to the customers picking up the rented equipment.
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