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What do Keen and New Balance have in common? Exactly: both are well-known and international sports brands. In Switzerland, they can only be found in retail through the distributor CHRIS sports. And this is exactly where the company comes in.
CHRIS sports achieves 90% of sales by supplying retailers with international brands. CHRIS sports is now launching the Swiss online shops for the brands – and is attacking the previous business. In this episode of the InnoPodcast, Khalil wants to find out why they do this. Christoph Luginbühl, Chief Digital Officer, explains whether he sees it as an attack at all and how he is actively involving the retail business. In addition, the two of them take a look behind the scenes of setting up online shops: How much budget should you plan? How do you bring customers to the website? How do you collect data and what do you do with it?
Christoph Luginbühl is a marketeer and former professional athlete. He obtained his Executive MBA in Smart and Digital Marketing at the HTW Chur. First he was a Category Manager at Migros and has been with CHRIS sports since 2013. Initially as Product Manager and now as Chief Digital Officer, where he launched one online shop after the other.
Christoph has already launched the following online shops:
All topics of the episode at a glance:
0:24 Christmas wish and intro
3:55 Why brands don’t sell their products in Switzerland themselves
8:28 Why don’t the brands themselves have an online presence?
10:41 Is CHRIS sports attacking its own business model?
19:00 margin difference online and retail
24:30 Data literacy
30:40 Why Shopware as a backend
36:20 How do you get traffic?
41:25 Online Shop KPIs und Learnings
56:20 Outro and message to the EspaceLab community
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About the host
In the InnoPodcast, Khalil Bawar presents the stories of the heroes who drive change in their specific sector. He is convinced that these (success) stories will help with the transformation and connect Swiss Post, Switzerland and the world with one another.
Khalil is not only the host of the InnoPodcast, he also heads the EspaceLab, the innovation laboratory of the Swiss Post.
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