Sports Authority stays on same omnichannel track

Sports Authority is looking to advance its omnichannel strategy by continuing to partner withpersonalization solutions provider Certona for the fifth year in a row.

“At Sports Authority, we strive to provide a richer personalized site experience that further engages our online customer with the goal to improve relevancy, basket size and conversion,” said Jason Ostendorf, director of e-commerce operations at Sports Authority. “With the help of Certona, we are turning first-time visitors into first-time buyers, and ultimately lifetime customers.”

Last year Sports Authority CEO Michael Foss laid out his plans to gain more market share in sporting goods by prioritizing omnichannel. Foss said the company would focus more on e-commerce by making a more robust site so it becomes a primary channel for shoppers, which will in turn, it’s hoped, facilitate more in-store sales.

Sports Authority says a primary factor driving the decision to renew the Certona contract is the close engagement between Certona and Sports Authority, which accelerates the implementation of new e-commerce strategies, allows for continuous refinement and fosters greater optimization success.

Certona’s technology allows the Sports Authority to profile and predict behavior as customers browse their site, and then deliver real-time, hyper-personalized content. Through this continuous behavioral profiling and predictive technology, Sports Authority garners higher overall conversion, average order value and customer retention.

“Sports Authority pushes the boundaries of what’s possible and truly sees the value of investing in advanced, real-time personalization,” said Meyar Sheik, CEO of Certona. “By tapping into the Certona Predictive Cloud, Sports Authority is able to create, and constantly refine, tailored experiences for its active, engaged community of sports enthusiasts.”