Fringe Sport Case Study: Enhancing Omni-Channel Strategies for Growth

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A case study of Fringe Sport

TABLE OF CONTENTS
Improvement and suggestions.................................................................................................................1
Conclusions..............................................................................................................................................1
References....................................................................................................................................................3

Improvement and suggestions
Fringe Sport is the official organisation that supplies equipment to the garage gym functional fitness
movement. The Keller main focus is on serving the best value to the customer first by offering the best
equipments for their gym at the best price. For bringing more improvement in the business of the
FringeSport, it is recommended to use the proper business theories. The improvement in the Bricks and
clicks theory is presented below:-
This is the best business theory for the organisation that includes both offline and online presences,
sometimes with the extra third flips. The use of model is effective if the organisation brings the
necessary improvements. It is recommended that the firm should take into account the use of online data
for offline selling and vice versa (Jansen, 2017). Organisation should pertain the data to online sales, and
if an increase in sales is noticed, then they should actively do offline promotions as well.
Allow access to online account information in the physical store: In this FringeSport can bridge the gap
in clicks and bricks by giving the customers and physical outlet staff to have access to the online
information and the accounts. The customers will be given a good experience of shopping and increase
sales (Parnell, 2016).
Use Smartphone Beacons in physical stores: Beacons are the devices like Bluetooth that enable the
brick and mortar organisation like FringeSport gives the customised offers and suggest to the customers
through their smart devices depends on where the purchaser is in the outlet. For example Customer is in
the equipment department, the FringeSport can apply its outlet beacons to send the customer a coupon
for the sports equipment.
Integrate online, and offline inventory fulfilment: Offer click and collect services enable the customers
to purchase the merchandise online and pick it up at a retail outlet branch (Picot-Coupey et.al. 2016).
Many consumers will forgo the cost of shipping and waiting time and rather pick the item on time.
Hence, now the organisation is earning 60% online but with the implementation of improvement in the
Bricks and clicks model sales will be highly increased.
Conclusions
FringeSport is to deliver the good services, responding to the customer quickly, valuing the customer
time, carefully select, assess and examine the entire supplier’s along with developing the physical
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culture accordingly. In the business, innovation had always been an important part of the business to
increase the sales and value the customers. In the case study, the Keller had seen the business in various
criteria like low entry cost, repeat customers, social media savvy customer base and many more. On this
account, the study had concentrated on the innovation business model like gymnastic rings to gain the
product valued insight with developing a positive relationship with gym owners. The next focus on the
case study was on the Bricks and Clicks structure that includes focuses on several elements like
shipping, fulfilment and multi-channel sales. For this the study had shown that Keller presented effective
relationships with the courier organisations, sharing the brand vision for their repetitive customers on
both the channels.
The case study highly concentrated on various growth aspects like internet, links with social
communities and immediate action for any issues in inventories. Moreover, it can be said that
organisation to grow in a competitive environment should not rely on one business model and if they
rely on one model then continuous improvement shall be made accordingly by taking into account the
procedure, identifying the reliable opportunities in the model, resources identification, creating the
innovative model and generating the value to develop the effective business. However, the business
model should also include the contingency plan to do the business to solve the emergencies.
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References
Books and Journals
 Jansen, W., 2017. New business models for the knowledge economy. Routledge.
 Parnell, J.A., 2016. A business strategy typology for the new economy: reconceptualization and
synthesis. Journal of Behavioral and Applied Management, 3(3), p.1052.
 Picot-Coupey, K., Huré, E. and Piveteau, L., 2016. Channel design to enrich customers’
shopping experiences: Synchronizing clicks with bricks in an omni-channel perspective–the
Direct Optic case. International Journal of Retail & Distribution Management, 44(3), pp.336-
368.
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