Sports Authority reached an agreement with GSI Commerce that extends and expands the relationship between the two companies. As part of the new arrangement, Sports Authority will buy and own all merchandise sold through its Web store, and will become the seller of record for its e-commerce business in the first half of 2011.
Under the new agreement, GSI will continue to provide Sports Authority with a broad array of services, including e-commerce technology, customer care, fulfillment, and interactive marketing. New capabilities such as ship-to store, ship-from store, in-store pickup and in-store ordering will be provided through VendorNet, a company GSI acquired earlier this year. Sports Authority will also align its online merchandise assortment with its stores.
“Sports Authority is committed to delivering a consistent customer experience across all channels. This new deal supports our multichannel strategy and increases our flexibility and control over cross-channel merchandising,” said Jeff Schumacher, Executive VP, CMO and CSO of Sports Authority. “With GSI as our trusted e-commerce partner, we're confident they'll be instrumental in helping us further the evolution of our online business.”
“As Sports Authority moves to the next level of its e-commerce strategy, we are privileged to be their e-commerce and digital marketing partner,” said Scott Hardy, executive vice president of business management for GSI. “This long-term agreement speaks to the deep collaboration and shared goals that exist between our companies. We are pleased with the success of our relationship and the potential new and exciting growth opportunities that lie ahead.”
GSI's Global Marketing Services division will provide Sports Authority with a variety of interactive marketing services delivered via its network of innovative solutions, including design through TrueAction, affiliate marketing through Pepperjam, e-mail marketing through e-Dialog, and retargeting services through Fetchback.
To support a “more unified multichannel experience,” Sports Authority will buy and own all merchandise sold through its Web store, and will become the seller of record for its e-commerce business in the first half of 2011. This model is comparable to GSI's other multichannel, non-owned inventory e-commerce relationships, which comprise the majority of its client agreements. As part of the agreement, Sports Authority will purchase GSI's remaining sporting goods inventory in the first half of 2011.
While this move marks GSI's exit from its sporting goods owned-inventory model, the company will continue to own inventory for its professional sports league clients and Rue La La. GSI will also support the inventory needs of its remaining sporting goods Web stores through its network of drop-shippers, its ship-to store and ship-from store solutions, consigned inventory and licensed goods inventory.
