Omnichannel playbook for local sports stores: lessons from Fenwick's tie-up with Selected

Struggling to stand out while juggling inventory, events and online orders? Here’s a proven omnichannel playbook inspired by Fenwick's tie-up with Selected that local sports stores can copy — without the corporate budget.

Local sporting goods shops face familiar pain points: too many brands to compare, unclear product durability signals, and customers abandoning carts because of slow fulfillment or confusing returns. In 2026, shoppers expect retail experiences that blend the convenience of e-commerce with the emotional pull of in-store moments. Fenwick’s recent omnichannel activation with Danish brand Selected shows how mirrored campaigns — simultaneous online drops, curated in-store activations and unified messaging — can drive sales and deepen community engagement. This article turns that high-level playbook into a step-by-step plan local sports stores can implement today.

Why the Fenwick Selected model matters to local sports stores in 2026

Not every shop can partner with an international label, but the strategy behind Fenwick and Selected is scalable and practical. Key principles worth copying:

• Mirrored campaigns: Align an online product drop with an in-store activation so customers get the same narrative across channels.
• Hyperlocal curation: Stock and promote items relevant to your community’s sports — triathlon, youth soccer, mountain biking — rather than chasing category-wide assortment.
• Experience-first selling: Turn retail into a place for demos, fittings and education, not just transactions.
• Sustainability storytelling: Feature materials, repair programs and resale options to capture eco-conscious buyers.

2026 trends to build into your omnichannel strategy

Late 2025 and early 2026 cemented several retail shifts that small stores can use to win in 2026:

• Click-and-collect remains mainstream: Consumers expect instant or same-day pickup. Click and collect reduces friction and converts window-shopping into in-store revenue.
• AI-powered personalization: Even small shops can use affordable tools to personalize emails and product suggestions based on purchase history and local seasonality.
• Experience-as-differentiator: Customers choose shops that offer workshops, fitting clinics and community events — not just better prices.
• Sustainability and circular services: Brands that highlight recycled materials, repair services and trade-in credit see higher basket sizes among eco-minded athletes.
• Micro-influencer and club collaborations: Local athletes and coaches convert faster than generic social ads.

Playbook: four-stage omnichannel blueprint for local sports stores

This blueprint mirrors the Fenwick-Selected pattern but is practical for indie stores. Each stage includes operational steps, tech recommendations and KPIs.

Stage 1 — Choose the right product drop (planning & curation)

• Pick a theme tied to your calendar: season launches (spring trail running shoes), event tie-ins (local marathon), or sustainability drops (recycled-material running shoes).
• Curate a small, high-impact assortment: 8–12 SKUs that cover hero pieces, add-ons and a value option. Customers prefer curated choices over overwhelming ranges.
• Source sustainability credentials: ask suppliers for material specs (recycled polyester %, bio-based foam, repairability scores) to use in product pages and in-store signage.
• Set inventory thresholds for click and collect: reserve 20–30% of drop stock for in-store pickup to ensure experiential shoppers can convert immediately.
• KPIs: sell-through rate in 2 weeks, click-and-collect conversion rate, average ticket size.

Stage 2 — Launch mirrored campaigns (online + in-store activation)

Mirrored campaigns create urgency and reinforce a single story. Coordinate timing, creative and staff briefings so the chain is seamless.

• Online drop: Schedule a timed online release (e.g., Friday 10:00 AM local time). Use product storytelling — materials, athlete quotes, test metrics — on the product page.
• In-store activation: Host a same-day launch event: demo stations, limited edition colorways exclusive to the store, quick fittings, and an expert Q&A. Offer an event-only add-on (tune-ups, complimentary gait analysis).
• Unified assets: Use the same hero imagery, hashtag and tagline online and in-store for immediate recognition.
• Reserve for click & collect: Let online buyers choose a 2-hour pickup window; staff the store for fast handoffs to reduce wait times.
• KPIs: footfall uplift vs baseline, online traffic uplift, event attendance, conversion of attendees into buyers.

Stage 3 — Elevate the customer experience (tech + human touch)

Experience is the most defendable part of your business. Align tools and staff so customers feel confident and cared for.

• Staff roles: Train one

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