Game, Set, Personalisation: Empowering Sports Retailers to Serve Every Fan

By Harry Hanson-Smith, VP of Northern Europe for Dynamic Yield by Mastercard

As summer fades and autumn approaches, the excitement from the UK's recent sports events lingers, spilling over into the realm of sports retail.
The UK sportswear market has experienced significant growth since the global pandemic. In 2022, sportswear in the UK was valued at £15.3 billion, accounting for about 26% of total apparel spending, projected to see a 16.3% increase from 2022 to 2027. This year it has been projected to grow 4.0%, outperforming the total apparel market which is expected to only grow 2.2%.

Sports retailers the post-summer period offers a unique opportunity. Fans often have a profound emotional attachment to their teams, and marketers who employ effective personalisation strategies can enhance this bond. The key lies in crafting memorable experiences that reflect a deep understanding of the customer's emotional journey, ensuring sustained engagement long after the final whistle.

Standing out means more than just offering the latest gear, it’s about delivering a shopping experience that resonates on a personal level with each customer. The era of one-size-fits-all is over. Today, personalisation technology is revolutionising the way sports retailers interact with their customers, transforming both online and in-store experiences. But how does it work? 

Leveraging personalised recommendations

Personalisation has been found to reduce customer acquisition costs by as much as 50%, lift revenues by 5-15%, and increase the efficiency of marketing spend by 10-30%. And by analysing customer data, sports retailers can suggest products that align with individual preferences and needs. 

It’s more than just using the customer's name in an email. Imagine a tennis supporter browsing an online store and receiving recommendations for the latest apparel worn by their favourite player or equipment designed to enhance their unique playing style. This level of personalisation not only makes the shopping experience more enjoyable but also increases the likelihood of purchase, as customers are presented with items that genuinely interest them. 

Targeted promotions and tailored content

Marketers know that when their visitors feel seen and understood, they connect more with the brand. Understanding where the visitor's mind is at is integral to achieving this. By understanding customer behaviour and preferences, sports retailers can create marketing campaigns that speak directly to individual customers. 

For instance, a marathon runner might receive a special discount on high-performance running shoes just as they are preparing for their next big race. Similarly, content such as training tips, athlete interviews, and product usage guides can be tailored to match the interests of different customer segments, providing value beyond the initial purchase and fostering a deeper connection with the brand.

The role of advanced GenAI

Research has shown that 85% of retail leaders planned to increase their investment in AI and GenAI technologies to enhance customer experiences in 2024, demonstrating the significant value these tools provide in personalising and improving the shopping journey. 

Advanced GenAI tools are designed to elevate the retail experience, re-creating the in-store, human experience by translating consumers’ colloquial language into tailored product recommendations. This means consumers can explore modern aesthetics, trending looks, and even unconventional search terms with ease.

Whether a consumer is searching for 'performance-enhancing running shoes' or 'tennis gear for clay courts,' GenAI can provide highly relevant recommendations based on individual preferences, browsing history, and past purchases.

Integrated advanced image recognition tools also allow consumers to find products based on visual similarities, reducing frustration for those who cannot describe their desired item accurately. 

For example, a customer who sees their favourite athlete wearing a unique pair of trainers, can simply upload an image, and GenAI will find similar trainers available in the retailer’s catalogue. Similarly, a cyclist who wants a new jersey matching their bike’s colour can upload a photo of the bike, and the tool will recommend jerseys in complementary shades. 

Driving sales and fostering loyalty

The benefits of personalisation extend beyond immediate sales. By providing a seamless and customised shopping experience, retailers build brand loyalty and encourage repeat business. Customers who feel understood and valued are more likely to return and recommend the brand to others. In a market as competitive as sports retail, where numerous brands vie for attention, personalisation can be the key differentiator that sets a retailer apart.

As we transition from summer to autumn, the synergy between recent sporting events and sports retail remains strong. Fans inspired by the performances of their favourite athletes are eager to purchase gear and apparel that brings them closer to the action. By employing personalisation technology, sports retailers can tap into this enthusiasm, offering products and experiences that resonate deeply with each customer.

Harnessing personalisation for long-term success

The integration of personalisation technology in sports retail is not just a trend but an approach that empowers retailers to serve every fan uniquely - from personalised recommendations and targeted promotions to advanced AI. As we move beyond the summer sports excitement and into the final quarter of the year, the time is ripe for retailers to embrace personalisation and elevate their game.