REDEFINING RETAIL: UNDER ARMOUR CHANGES THE WAY YOU SHOP
Sports and casual apparel brand Under Armour is shifting the way we buy and shop with an innovative new approach, leaving tradition behind and carving a new path forward.
As South Africa moves into Level 3 of lockdown, businesses across various industries are being forced to investigate their behavioural protocols from the world that once was – adapting to survive. Apollo Brands, the official distributor of Under Armour in South Africa, have opened their retail doors once more and will be creating a space that welcomes thought leadership – rolling out fresh methods of customer interaction and redefining methods of retail as we know it.
“How brands behave in a time of crisis will determine their customer affinity for years to come. Now is the time to think beyond the bottom line and share a partnership with society that may not have once existed. The areas we’ve taken into consideration are amalgamations of staff feedback and consumer patterns, we’ve needed to look inside our own homes and ask, what would we want for our families.”
– Managing Director of Apollo Brands, Gareth Kemp
From June 2020 Under Armour will be fully operational within the behaviour protocol areas of the four C’s in new retail:
Before any action is taken, ask: Is this considerate to all consumers needs as well as to their fears and concerns around contracting and spreading of the COVID-19 virus?
Respect space and do not push boundaries in any communication or behaviour.
At all times actively practise and over-communicate full safety protocol.
Offer convenience and next level service in terms of:
– shopping methods
– payment methods
– delivery methods
At all times look to support the community, from a customer health, staff and societal point of view.
These considerations have as of June 2020, launched the new ways to shop Under Armour in South Africa:
1. VIRTUAL SHOPPING will be available to consumers wishing to take a virtual walk through the store with a tech specialist as a personal shopper.
2. PRIVATE STORE BOOKINGS for customers who would like to book out a store for a private shopping experience, between 9 am-10 am, 7 days a week.
3. DRIVEWAY NINJAS an @home service that allows consumers to book a private shopping session in the comfort of your own space. Through the process of booking, a tech specialist will be made available to meet you in your considered safe space. Pre-requirements will be shared with your ninja and up to 25 items (10 shoes and 15 garments) will be brought to you for consideration of purchase.
4. SHOP AT WORK THROUGH PRIVATE CORPORATE SHOPPING EXPERIENCES in an ode to mobile libraries of old, Under Armour will bring a mobile store to corporates for a limited period. This option will allow a 1-day set up at the corporate residence including a tech specialist on-site to advise on key Run | Train looks.
All options are available at Sandton City and there is a R5000 deposit required for the PRIVATE STORE BOOKINGS. Any items that are purchased will be taken off against this amount and should the full amount not be spent, a voucher on the remaining amount will be provided to shoppers.
Along with these key initiatives to drive change, Under Armour stores around the country will be put through stringent tests and revamps in order to change safety policies and ensure customers are put first and foremost, to stop the spread of COVID-19 in these areas.