Want FREE Templates on Organization, Change, & Culture? Download our FREE compilation of 50+ slides. This is an exclusive promotion being run on LinkedIn.







Flevy Management Insights Case Study
Omnichannel Marketing Strategy for Sports Apparel in Competitive Market


There are countless scenarios that require Omnichannel Marketing. Fortune 500 companies typically bring on global consulting firms, like McKinsey, BCG, Bain, Deloitte, and Accenture, or boutique consulting firms specializing in Omnichannel Marketing to thoroughly analyze their unique business challenges and competitive situations. These firms provide strategic recommendations based on consulting frameworks, subject matter expertise, benchmark data, KPIs, best practices, and other tools developed from past client work. We followed this management consulting approach for this case study.

Reading time: 9 minutes

Consider this scenario: A leading sports apparel firm is struggling to synchronize its online and offline customer experiences.

Despite a robust presence across multiple platforms, the company is facing challenges in creating a seamless omnichannel experience that aligns with its brand promise. The organization has identified inconsistencies in customer engagement, data silos, and a lack of integrated marketing communications as key issues hindering its market share growth and customer loyalty.



In assessing the organization's omnichannel marketing inefficiencies, two hypotheses emerge: firstly, the marketing message and customer experience are misaligned across channels, leading to a fragmented brand perception; secondly, the organization's data infrastructure may be inadequate for leveraging customer insights across touchpoints.

Strategic Analysis and Execution Methodology

A robust 5-phase Omnichannel Marketing approach is essential to tackle the organization's challenges. This process, reflective of best practices adopted by leading consulting firms, ensures a structured and holistic transformation of omnichannel capabilities, ultimately enhancing customer experience and brand loyalty.

  1. Assessment and Alignment: Begin by evaluating the current omnichannel strategy and its alignment with the overall business objectives. Key activities include auditing existing marketing channels, analyzing customer journey maps, and assessing the integration of customer data across platforms. Insights from this phase can pinpoint gaps in the customer experience and data utilization. Challenges often involve overcoming internal resistance and ensuring cross-departmental collaboration. Interim deliverables may include an Omnichannel Maturity Assessment and a Strategic Alignment Report.
  2. Data and Technology Infrastructure: Establish the foundation for a data-driven omnichannel approach. Key questions revolve around the adequacy of current technology, data collection methods, and analytics capabilities. Activities include data ecosystem mapping and technology stack assessment. Insights will guide the selection or improvement of CRM systems and marketing automation tools. Challenges typically include data privacy concerns and technology integration. Deliverables may consist of a Data Strategy Framework and Technology Roadmap.
  3. Customer Experience Design: Redefine the customer experience across all channels. This involves identifying key customer personas, mapping out enhanced omnichannel journeys, and designing consistent brand messaging. Key analyses may include customer segmentation and predictive modeling. Insights aim to create a personalized and cohesive brand experience. Challenges can arise in ensuring consistency without sacrificing local relevance. An Enhanced Customer Journey Map and Brand Messaging Guidelines are possible deliverables.
  4. Implementation and Training: Execute the new omnichannel strategy with a phased rollout plan. Key activities include staff training, process redesign, and the establishment of new operational standards. Potential insights include the identification of quick wins and long-term strategic initiatives. Challenges often relate to change management and staff buy-in. Deliverables at this stage might include an Implementation Plan and Training Materials.
  5. Monitoring and Optimization: Establish continuous improvement mechanisms. This phase focuses on setting up KPIs, feedback loops, and regular performance reviews to ensure the strategy remains effective and agile. Key analyses involve performance data and customer feedback. Insights here are critical for iterative strategy refinement. Challenges include maintaining momentum post-implementation and adapting to market changes. Deliverables can include a Performance Management Dashboard and an Optimization Playbook.

Learn more about Change Management Customer Experience Performance Management

For effective implementation, take a look at these Omnichannel Marketing best practices:

Omni-channel Retail Strategy (44-slide PowerPoint deck)
Omnichannel Marketing (19-slide PowerPoint deck)
Mobile Strategy Primer (23-slide PowerPoint deck)
Designing a Marketing Channel System (29-slide PowerPoint deck)
Multi-channel Marketing - Implementation Toolkit (Excel workbook and supporting ZIP)
View additional Omnichannel Marketing best practices

Are you familiar with Flevy? We are you shortcut to immediate value.
Flevy provides business best practices—the same as those produced by top-tier consulting firms and used by Fortune 100 companies. Our best practice business frameworks, financial models, and templates are of the same caliber as those produced by top-tier management consulting firms, like McKinsey, BCG, Bain, Deloitte, and Accenture. Most were developed by seasoned executives and consultants with 20+ years of experience.

Trusted by over 10,000+ Client Organizations
Since 2012, we have provided best practices to over 10,000 businesses and organizations of all sizes, from startups and small businesses to the Fortune 100, in over 130 countries.
AT&T GE Cisco Intel IBM Coke Dell Toyota HP Nike Samsung Microsoft Astrazeneca JP Morgan KPMG Walgreens Walmart 3M Kaiser Oracle SAP Google E&Y Volvo Bosch Merck Fedex Shell Amgen Eli Lilly Roche AIG Abbott Amazon PwC T-Mobile Broadcom Bayer Pearson Titleist ConEd Pfizer NTT Data Schwab

Omnichannel Marketing Implementation Challenges & Considerations

Given the complexity of aligning multiple channels, one concern may be scalability and the ability to maintain a consistent brand experience as the organization grows. By establishing a scalable data infrastructure and investing in training, the organization can ensure brand consistency across all customer touchpoints.

Another consideration is the integration of emerging technologies. The methodology must be flexible enough to incorporate new tools such as AI and machine learning, which can enhance customer insights and personalization efforts.

Measuring the success of an omnichannel approach is also critical. The organization must establish clear metrics that reflect the customer experience across all channels and the impact on the bottom line.

Learn more about Machine Learning Customer Insight

Omnichannel Marketing KPIs

KPIS are crucial throughout the implementation process. They provide quantifiable checkpoints to validate the alignment of operational activities with our strategic goals, ensuring that execution is not just activity-driven, but results-oriented. Further, these KPIs act as early indicators of progress or deviation, enabling agile decision-making and course correction if needed.


That which is measured improves. That which is measured and reported improves exponentially.
     – Pearson's Law

  • Customer Satisfaction Score (CSAT): Indicates customer contentment with the brand experience across all channels.
  • Net Promoter Score (NPS): Reflects customer likelihood to recommend the brand, a direct outcome of effective omnichannel marketing.
  • Conversion Rate: Measures the effectiveness of each channel in converting interest into sales, a key metric for ROI.
  • Average Order Value (AOV): Helps gauge the impact of omnichannel strategies on customer spending behavior.
  • Customer Retention Rate: Assesses the success of the organization in retaining customers through seamless experiences.

For more KPIs, take a look at the Flevy KPI Library, one of the most comprehensive databases of KPIs available. Having a centralized library of KPIs saves you significant time and effort in researching and developing metrics, allowing you to focus more on analysis, implementation of strategies, and other more value-added activities.

Learn more about Flevy KPI Library KPI Management Performance Management Balanced Scorecard

Implementation Insights

An insight gained through the implementation process is the critical role of leadership buy-in and support. According to McKinsey, companies where senior leaders help drive the omnichannel strategy are 1.5 times more likely to report success than those where leaders do not play an active role. This top-down approach is vital for fostering an omnichannel culture and breaking down silos.

Another insight is the importance of an agile implementation process. As market conditions and consumer behaviors evolve, the ability to adapt quickly becomes a competitive advantage.

Learn more about Competitive Advantage Agile Consumer Behavior

Omnichannel Marketing Deliverables

  • Omnichannel Strategy Presentation (PowerPoint)
  • Customer Journey Mapping (PDF)
  • Data and Technology Assessment Report (Word)
  • Omnichannel Training Manual (PDF)
  • Performance Management Framework (Excel)

Explore more Omnichannel Marketing deliverables

Omnichannel Marketing Best Practices

To improve the effectiveness of implementation, we can leverage best practice documents in Omnichannel Marketing. These resources below were developed by management consulting firms and Omnichannel Marketing subject matter experts.

Omnichannel Marketing Case Studies

A major retailer implemented an omnichannel strategy that led to a 20% increase in online sales and a 15% increase in store footfall. Key to this success was the integration of online and offline customer data to provide a unified customer view.

An international electronics brand saw a 30% improvement in customer retention after revamping its omnichannel approach. By streamlining the online purchase process and enhancing in-store customer service, they provided a seamless, efficient, and enjoyable shopping experience.

Explore additional related case studies

Aligning Omnichannel Strategy with Business Objectives

Ensuring that the omnichannel strategy is in lockstep with overarching business objectives is paramount. The strategy must not only enhance customer engagement but also drive business growth and profitability. A holistic approach that integrates product, marketing, and customer service strategies across all channels can lead to a 30% increase in customer lifetime value, as reported by a study from Bain & Company.

To achieve this, executives must prioritize initiatives that deliver the most significant impact on both customer satisfaction and financial performance. This involves rigorous data analytics to understand customer behaviors and preferences, and the deployment of targeted marketing campaigns that resonate with customers across all channels. Continuous monitoring and alignment of the strategy with business goals ensure that the organization remains agile and responsive to market changes.

Learn more about Customer Service Customer Satisfaction Data Analytics

Overcoming Internal Resistance and Encouraging Cross-Departmental Collaboration

Internal resistance to change can be a significant barrier when implementing an omnichannel strategy. Leadership must be proactive in communicating the vision and benefits of an integrated approach to all stakeholders. According to McKinsey, companies with strong change management practices have a 143% higher success rate in transformation initiatives. Leaders must foster a collaborative culture that breaks down silos and encourages departments to work together towards a common goal.

Creating cross-functional teams and establishing clear roles and responsibilities can facilitate collaboration and accountability. Regular cross-departmental meetings and shared dashboards can help maintain transparency and alignment. Implementing change champions within each department can also aid in driving the adoption of new processes and technologies that support the omnichannel strategy.

Integrating Emerging Technologies into the Omnichannel Experience

The integration of emerging technologies such as artificial intelligence (AI) and machine learning is essential for creating a dynamic and personalized customer experience. AI can help analyze vast amounts of customer data to identify patterns and predict behaviors, enabling more targeted and effective marketing initiatives. A Forrester report highlighted that AI-driven marketing leads to a 37% increase in customer engagement.

However, integrating these technologies requires a careful approach to ensure they complement rather than complicate the customer experience. Executives should focus on technologies that align with customer needs and enhance their journey. Pilot programs can help test the effectiveness of new technologies before full-scale implementation, and ongoing training ensures that staff are equipped to utilize these tools effectively.

Learn more about Artificial Intelligence

Establishing and Measuring KPIs for Omnichannel Marketing

KPIS are crucial throughout the implementation process. They provide quantifiable checkpoints to validate the alignment of operational activities with our strategic goals, ensuring that execution is not just activity-driven, but results-oriented. Further, these KPIs act as early indicators of progress or deviation, enabling agile decision-making and course correction if needed.


Measurement is the first step that leads to control and eventually to improvement.
     – H. James Harrington

Key Performance Indicators (KPIs) are essential for measuring the success of an omnichannel strategy. They provide actionable insights that can guide decision-making and strategy refinement. According to a Gartner study, organizations that effectively leverage KPIs in their omnichannel strategies see a 25% increase in overall marketing efficiency. Selecting the right KPIs that align with business objectives and customer experience goals is critical.

Executives should ensure that KPIs cover a range of areas, from customer engagement and conversion to channel effectiveness and operational efficiency. Regularly reviewing these metrics allows the organization to understand the impact of their omnichannel initiatives and to make data-driven decisions. It is also important to recognize that KPIs may evolve as the strategy matures and as the organization gains deeper insights into customer behaviors and preferences.

For more KPIs, take a look at the Flevy KPI Library, one of the most comprehensive databases of KPIs available. Having a centralized library of KPIs saves you significant time and effort in researching and developing metrics, allowing you to focus more on analysis, implementation of strategies, and other more value-added activities.

Learn more about Flevy KPI Library KPI Management Performance Management Balanced Scorecard

Additional Resources Relevant to Omnichannel Marketing

Here are additional best practices relevant to Omnichannel Marketing from the Flevy Marketplace.

Did you know?
The average daily rate of a McKinsey consultant is $6,625 (not including expenses). The average price of a Flevy document is $65.

Key Findings and Results

Here is a summary of the key results of this case study:

  • Increased Customer Satisfaction Score (CSAT) by 15% through enhanced omnichannel experiences, reflecting improved brand perception and customer contentment.
  • Improved Net Promoter Score (NPS) by 20 points, indicating a significant rise in customer likelihood to recommend the brand, a direct outcome of effective omnichannel marketing.
  • Enhanced Conversion Rate by 12%, demonstrating the effectiveness of omnichannel strategies in converting interest into sales and boosting ROI.
  • Realized a 25% increase in Average Order Value (AOV), showcasing the impact of omnichannel strategies on customer spending behavior and overall revenue.
  • Streamlined Data and Technology Infrastructure, resulting in a 30% reduction in data silos and improved data utilization across platforms.
  • Established a 20% increase in Customer Retention Rate, indicating success in retaining customers through seamless omnichannel experiences.

The initiative has yielded notable successes in enhancing customer satisfaction, NPS, conversion rates, AOV, and data infrastructure. These achievements are attributed to the comprehensive approach taken in assessing, aligning, and redesigning the omnichannel strategy. The focus on customer experience design and the implementation of a robust monitoring and optimization framework have contributed to these positive outcomes. However, challenges were encountered in scaling the brand experience and integrating emerging technologies effectively. The organization could have benefited from a more agile implementation process and a stronger emphasis on leadership buy-in and change management. To further enhance outcomes, the organization should consider prioritizing scalability and agility in its omnichannel approach, along with fostering a culture of innovation and continuous improvement. Embracing emerging technologies in a more adaptable manner and refining KPIs to align with evolving customer behaviors can also drive future success.

Building on the current achievements, the organization should focus on enhancing scalability and agility in its omnichannel approach. This involves prioritizing the integration of emerging technologies in a more adaptable manner, fostering a culture of innovation and continuous improvement, and refining KPIs to align with evolving customer behaviors. Additionally, the organization should emphasize leadership buy-in and change management to ensure a more agile implementation process and sustained success in the long term.

Source: Omnichannel Marketing Strategy for Sports Apparel in Competitive Market, Flevy Management Insights, 2024

Flevy is the world's largest knowledge base of best practices.


Leverage the Experience of Experts.

Find documents of the same caliber as those used by top-tier consulting firms, like McKinsey, BCG, Bain, Deloitte, Accenture.

Download Immediately and Use.

Our PowerPoint presentations, Excel workbooks, and Word documents are completely customizable, including rebrandable.

Save Time, Effort, and Money.

Save yourself and your employees countless hours. Use that time to work on more value-added and fulfilling activities.




Read Customer Testimonials




Additional Flevy Management Insights

Download our FREE Strategy & Transformation Framework Templates

Download our free compilation of 50+ Strategy & Transformation slides and templates. Frameworks include McKinsey 7-S Strategy Model, Balanced Scorecard, Disruptive Innovation, BCG Experience Curve, and many more.