B2C Sports Store for Budget Sport

Smilehouse created and implemented the Budget Sport eCommerce concept with Intersport Finland.

Intersport Finland’s retail store chains are Intersport, Budget Sport and Kesport. Budget Sport is a sports store format which is based on low prices and the cost-effective business concept. It offers products for leisure and versatile physical exercise, for sports and outdoor activities. Intersport is part of Kesko Corporation, which is the leading provider of trading sector services and a highly valued listed company. It operates in the food, home and speciality goods, building and home improvement, and car and machinery trades. Kesko has about 2,000 stores engaged in chain operations in Finland, Sweden, Norway, Estonia, Latvia, Lithuania, Russia, and Belarus.

The Challenge

Budget Sport faced the challenge of responding to aggressive price competition in sports retail stores accompanied with shifts in consumer buying behavior. The demand for a new low-price sports retail concept both in traditional channels and online were widely recognized.

The Solution

Finland has been the pilot market of the global Budget Sport-concept, which was presented by the opening of five warehouses following the online store, which provides a great customer service experience reinforced with competitive pricing and value adding services. The solution is integrated to SAP to provide up-to-date information about availability, prices etc.

“The high expertise and knowledge of Smilehouse was a proven through similar webshops in Kesko Corporation and made the choice easy” ,explains Juha Nurminen, the CEO of Intersport Finland.

The Benefits

Following the introduction of the Budget Sport online store, the chain was awarded with a great degree of public attention and awareness, gained new customer’s and was able to boost sales. It also enabled the chain to serve customers located a traveling distance away from the warehouses and could expand its presence to include the entire nation.

As Budget Sport transformed its concept to operate in a multichannel environment, it is now able to reinforce its position in the customers purchasing process, across different channels including price comparison service providers. Budget Sport now also has the option for multi language and multi currency transactions, critical for their business’s future international growth plans.

Smilehouse has implemented the complete ecommerce solution. The complete service is integrated to different systems, including SAP. The solution can be viewed at www.budgetsport.fi