Sports Authority Expands Cross-Channel Functionalities, Aligns Assortments

In a move to enhance the shopping experience both online and in its 460-plus stores, Sports Authority is adding key cross-channel functionalities including ship-to-store, ship-from-store, in-store pickup and in-store ordering. The sporting goods retailer will also align its online merchandise assortment with those in its stores.

The expanded services are being delivered through Sports Authority’s recently extended long-term agreement with GSI Commerce. GSI’s acquisition of VendorNet earlier this year allows the vendor to provide Sports Authority with its new cross-channel capabilities.

“Sports Authority is committed to delivering a consistent customer experience across all channels. This new deal supports our multichannel strategy and increases our flexibility and control over cross-channel merchandising,” said Jeff Schumacher, executive vice president, CMO and CSO of Sports Authority.

GSI’s Global Marketing Services Division will provide Sports Authority with a variety of interactive marketing services delivered via its network of solutions, including design through TrueAction, affiliate marketing through Pepperjam, e-mail marketing through e-Dialog and retargeting services through Fetchback.
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