Australian sporting goods and apparel chain Rebel has expanded its omnichannel offering with a revamped website that aims to bring some of the experiential elements of Rebel customer experience (rCX) concept stores online. The chain, which is owned by Super Retail Group, has received two Retailer Awards for its rCX store concept, which first launched in Doncaster, Victoria, in March 2020, and had since been rolled out to 11 stores across the country. The immersive and interactive rCX stores feat
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s feature basketball courts, indoor football fields, innovation rooms and energy zones, and enable customers to ‘try before they buy,’ while also enhancing the customer experience. The stores have also brought in co-investment from global sports brands such as Nike, Adidas and Under Armour.
Rebel launched its new website in October amid a period of growth for the Super Retail Group, with like-for-like sales up 20 per cent compared to the previous period.
In Australia, the retailer’s sales grew by 20 per cent, to $1.21 billion, driven by “recovery in foot traffic, improved stock availability from key global sports brands and an uplift in licensed sales during the AFL and NRL finals season,” as per the company’s recent AGM presentation.
The new website aims to capitalise on the strong start to the financial year by bringing in key elements of the rCX store like the immersive and interactive destination zones for hero categories, such as basketball and football.
Other improvements include easier-to-navigate product pages, and bigger, bolder content across the site.
Rebel general manager of e-commerce and marketing Rosemary Martin told Inside Retail that the new site is something that the company has worked on as a part of its omnichannel strategy.
“We’re constantly improving the experience for our customers, whether it be through our new store formats, rCX stores [or] product range, and the new website is a core part of ensuring we’re meeting the needs of our customers,” she said.
“What better time to launch than ahead of peak season to ensure we maximise the opportunities presented across Click Frenzy, Black Friday and Christmas.”
Achieving sporting goals
Martin attributes the success of the rCX concept stores to Rebel’s ambition, which is to help Australian chase and achieve its sporting goals. She said that the revamped website was designed with that goal in mind.
“Our rCX stores are continuing to redefine the traditional shopping experience, offering unparalleled in-store support and experiences for our customers,” Martin said.
“The new-look website is the first step towards replicating this online, as shoppers can browse a broader range of product imagery, and view products based on sporting categories to make more informed purchase decisions.”
The company wasn’t able to provide details regarding its growth or expansion plans, but Martin expects that the new website will have positive sales impacts for both its online and store channels.
“Our goal is to ensure every Rebel customer – in-store or online – has the best possible experience, and leaves feeling that they have what they need to achieve their sporting goals,” she said.
“Our in-store and online frameworks work together in this way, and have been designed with this central goal in mind.”
Physical and mental wellbeing
Where other brands shied away from physical expansion amid Covid-19 restrictions, Rebel launched its rCX stores in the thick of it, and has continued to expand its retail presence.
It opened three new stores over the financial period, and has recently opened an external store, its second, at Chadstone Shopping Centre. The store features a dedicated area where customers can meet with fitness experts to discuss products that meet their training needs.
It also features a yoga and pilates section with relevant equipment, apparel and accessories.
Martin noticed that, during lockdown, there was a significant demand for home training equipment. Post-lockdown, there are greater numbers of people getting back into organised sport. She believes that Rebel’s in-store and digital footprint ensures that it is well-placed to support Australians in their sporting passions
“Australians continue to recognise the positive impact of sport on their physical and mental well-being, [and] at Rebel we remain focused on offering the greatest range of brands and product, and an engaging and differentiated omni-experience,” she said.
“We’re proud to offer in-store and online experiences that ensure every Rebel customer feels closer to achieving their sporting goals by shopping with us.”
