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Sports Authority pairs products with workouts to pump up salesBy
Sports Authority brings personal training to mobile users’ phones in an application that serves as a companion for the Body Fit product line, driving sales while preserving the retailer’s presence in fitness content.
The sporting goods retailer is hoping to push its BodyFit collection with the training app, attempting to capitalize on the growing interest in mobile fitness. The BodyFit app brings numerous workout videos to users’ mobile devices, including tutorials on how to use Sports Authority equipment.
“Mobile is a key area of focus for Sports Authority, as it is for most other major retailers,” said Ron Stoupa, executive vice president and chief merchandising officer at Sports Authority. “Industry data has proven mobile has evolved as the preferred consumer platform and we are now seeing a significant amount of our digital traffic coming from our mobile channels.
“Simply put, mobile is the only platform that allows brands to provide beneficial functionality to consumers before, during and after the sale, and when used properly, it can create incredible loyalty.”
Authority on fitness
BodyFit by Sports Authority is available on iOS and Android for BodyFit fans to get more out of their workouts and fitness programs. The app acts as an at-home personal trainer which fitness enthusiasts will use in part with their BodyFit equipment.
The collection of fitness equipment from Sports Authority is catered to consumers who are interested in working out. The products are listed within three categories, as well as the exercises featured in the app such as Activate, Train and Recover.
Fitness instructor Laura Wilson is the face of the videos showcased on the app, whose professional experience entices users to download the fitness program. She walks viewers through more than 100 various training videos.
Videos and products within the Activate nomenclature focus on preparing the body for training, in an attempt to prevent injuries and streamline workouts. The second category train features workouts, which build strength, power and conditioning for a lean and toned body.
The final category Recover walks users through a series of exercises for cool down to ensure less soreness and returns the body to normal following a workout.
Members of the Sports Authority loyalty program, the League, will receive three times the amount of rewards points by purchasing BodyFit products during the week of November 1 to November 8. The retailer, known for selling products regarding sports, is attempting to grow its fitness side of the business, leveraging an app to secure a spot in the growing mobile-fitness sector.
Sports and apps
Sports Authority also motivated repeat purchases with a new mobile program in partnership with Under Armour that will enable customers to earn rewards by completing fitness activities on the MapMyFitness app (see more).
Similarly, Amazon’s Zappos reached fitness fans directly through their workouts with a new integration in MapMyFitness enabling users to track mileage for their shoes and make purchases (see more).
“Each workout video features a different accessory from the BodyFit line and focuses on proper use of the item to maximize results,” said Stephen Binkley, executive vice president and chief merchandising officer at Sports Authority. “To fully experience the line, we recommend customers utilize the BodyFit products with the corresponding fitness tutorials.
“Additionally, the app will soon drive customers to the BodyFit page on sportsauthority.com to make purchasing a seamless experience,” he said.
Brielle Jaekel is editorial assistant at Mobile Marketer
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