E-commerce adoption is widespread in the Sportswear category with only two holdouts (IZOD, Umbro), but are enough brands adopting omnichannel strategies? L2’s Digital IQ Index: Sportswear finds few brands have adopted click-and-collect (3%), in-store inventory check (14%), and ship-to-store (7%). Eastern Mountain Sports and L.L. Bean – in the Average and Genius categories respectively – are the only brands that allow consumers to buy online and reserve in-store. An an additional five have made their in-store inventory visible online, and could boost sales by allowing customers to take the next step and reserve items.

SPORTS-04 (2)The graph below shows brands tend to favor driving consumers to e-commerce over directing them to a store. Close to half of brands offer free shipping with a minimum order. Yet compared to the Specialty Retail category, activewear brands lag in encouraging online orders as well. More than half of Specialty Retail brands offer free shipping without any minimum, provided by just 39% of brands in L2’s Sportswear Index.

SPORTS-01 (3)Eighty percent of customers research their purchases online while 75% still prefer to buy items in a physical store. That drives home the importance of merging offline and online channels.

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