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The digitalization of a profitable subsector in sports specialty stores

In the world of sports, specialty stores have a special significance. Not only do they offer a wide range of equipment and clothing, but they are often also meeting places for sports enthusiasts. A special role within these stores is played by the team sports department.

The team sports department in a specialty sports store differs from other areas in its specific product portfolio, which is geared to the needs of teams and squads. Here, customers can find not only sportswear for individual athletes, but also jerseys, tracksuits and other accessories that can be ordered in large quantities for entire teams. It's not just about quantity, but also about individualization - be it through special colors, logos or sponsor imprints.

In this day and age, many of these specialty sports stores also have an online store. This digital presence allows customers to access the range and place orders from anywhere. This is especially beneficial in the team sports industry, as large quantities of specific items are often needed that may not always be in stock at the physical store.

In the team sports industry, precise coordination and efficiency are critical. Digitization is playing an increasingly central role in improving both of these aspects and making life easier for both clubs and sports retailers.

Does your business have these problem ?

Uncoordinated, analog processes

To understand the value of digital in team sports, we should first look at the hurdles of the previous, analog system. If you know the difficulties, it will be easier to see and take advantage of the benefits of digital.


  • Manual coordination
  1. Workload during the ordering process: every detail, from the choice of color to the placement of the print, must be coordinated individually and manually. Often, several conversations and meetings are needed to sort everything out.
  2. Errors: Without automated systems, the margin for human error is large. A small misunderstanding can result in incorrect prints or colors, which caused additional costs.
  • Time required
  1. Processes: After all the details are agreed with the customer, price negotiation takes place, followed by production planning and finally delivery. Each of these steps can take days to weeks.

  2. Delays: Delivery bottlenecks, slow communication, or simply the time it takes to get samples in the mail prolonged the entire process.

  • Communication problems
  1. No central system: Without a central platform, all stakeholders are often not informed at the same time. This leads to time delays and misunderstandings.

  2. Loss of information: Important information can get lost or is passed on incorrectly. This means that you or others involved have to keep asking and clarifying things.

In short, the analog system is cumbersome, time-consuming and error-prone. Now that you know the challenges, we can look at how digitization addresses these issues and provides solutions.

Problem solving through digitalization: The path to an efficient team sports department

The analog system, as we have noted, has a variety of difficulties and hurdles. But how exactly can we overcome them? This is where digitization comes in, offering solutions.

  • Simplified ordering processes
  1. With digital platforms such as TYRIOS, teams have the ability to place their orders with just a few clicks. Instead of endless email correspondence or phone calls, they simply enter their selections and submit the order.
  2. Practical example: Let's say a soccer team wants new jerseys for the upcoming season. With TYRIOS, they can easily select the sizes, quantities, colors and designs online and add them to the shopping cart. This reduces the chance of mistakes, such as ordering the wrong size or color.

  • Embedded club store - store in the store
  1. A club store can be embedded in the online store of a sports store. This allows the club to reorder individual items. Fan clubs or individuals can also help themselves here. The system recognizes whether the orderer is a B2B customer, for whom special prices apply.

  2. Practical example: A local tennis club allows its members to order special tennis shirts or printed sports bags at special conditions via the integrated club store. This simplifies the reordering process and at the same time strengthens the relationship between club and retailer.

  • Expanded customer base
  • In addition to professional and amateur clubs, there are also circles of friends, companies and private clubs that have the need for personalized textiles:
  1. Friendship Circles: Whether it's for a birthday, an anniversary, or just for fun, the ability to create customized t-shirts or sweaters adds that extra something to an occasion.

  2. Business: Companies use personalized textiles not only for their employees, but also for marketing purposes. This can help build brand awareness and build a community around the brand. Examples: Fitness studios offer their customers sportswear with the studio's logo for sale.

  • Transparent communication

  1. A central digital system ensures that every party involved is always informed. Updates, changes or news are shared in real time.

  2. Practical example: A designer might make a change to the design of a soccer jersey. Instead of communicating this change to everyone, it is updated directly in the system so that retailers and customers can see it immediately.

  • Automated processes
  1. Numerous processes that were normally carried out manually now run automatically. This concerns aspects such as design, invoicing or delivery coordination.
  2. Practical example: A field hockey team orders new equipment. After the order is placed, the system automatically generates an invoice, schedules the delivery, and informs the team of the expected delivery date - all without human intervention.
  • Fast updates
  1. ​​​​​​​With player changes or new sponsors, jerseys and other products can be quickly updated.
  2. Practical example: A professional soccer club hires a new goal scorer. He is to wear the traditional number 9. Digital processes are used to change the name on the shirt, and the club's fans can buy the new shirt immediately.

Outlook for the future of team sports areas integrated into online stores

By making sure your products are always up to date and your inventory is always current, you increase your customers' satisfaction during the buying process. Happy customers are more likely to buy from you again and leave positive reviews.

  • Intuitive user interfaces

Online stores are becoming increasingly user-friendly. AI-powered user interfaces help customers find exactly what they are looking for and allow them to further customize their products.

  • Direct integration with social media

teams could showcase their new designs or products directly on platforms like Instagram or Facebook, and fans could buy them directly from there.

  • Sustainability

Growing awareness of environmental and climate issues could see online sports stores start to focus more on sustainably produced sportswear or recyclable materials.

  • Personalized customer service

 Chatbots and AI-powered customer service systems could answer customers' questions around the clock to improve service.

Concluding remarks

Digitalization has profoundly transformed the sports sector, especially team sports departments in online stores. These digital solutions go far beyond simply increasing efficiency. Today, it is already possible to fully digitize the process from design to delivery to the customer.

To do this, digitization enables a drastic reduction in errors that can occur in a manual process. Every step, from design selection to ordering, can be precisely monitored and optimized. This ensures that the final product meets the customer's exact specifications and requirements.

Furthermore, the use of digital tools leads to a more intuitive shopping experience. Customers can provide real-time feedback, customize their designs and receive instant confirmations. This not only gives them a sense of control over the process, but also reassurance that their order is exactly what they want.

Finally, digitization also offers tremendous benefits for retailers. They can respond to their customers' needs and wants more quickly and accurately, which leads to stronger customer loyalty.

In the big picture, these digital solutions are revolutionizing the entire area of team sports orders in online stores. They create a process that is not only more efficient for everyone involved, but also more fulfilling and customer-oriented.

How can TYRIOS help you?

Expand your business digitally with us.

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