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Author's profile photo Joerg Koesters

World-class Sports and Retail – it’s all about understanding your fans and providing spectacular experience

On Sunday January 11 at 9.00 am Pat Bakey, Global General Manager Consumer Industries of SAP will open the 104th Annual Retail Convention and Expo in the Javits Center in New York with a view on what makes Top Sports franchises and world class retailers successful.

Leading the session Game Changer: Loyalty and Performance from Passionate Sports Fandom ( Pat will start out by drawing the parallel lines between the past, present and future of both Sports and Retail.

Think about how the sports industry builds its brand empires around passionate fans and immersive experience-based strategies. Simply put, professional sports associations and franchises understand what it takes to turn average consumers into avid, even obsessive fans of a brand. The best and leaders in their leagues now do this by utilizing Big Data insights to deliver a new class of personalized experiences and tap into the sports psychology of their fan base.

Now you may ask, how does that relate to Retail? If you look closely, also in Retail the brand interaction and dialogue has transformed from visiting a store to purchase goods to an on-going dialogue and experiences that define the lifestyle of shoppers and consumers.

Wouldn’t any Retailer like to create this level of enthusiasm and hyper-loyalty with his customers?

Pat will speak to how technology can help with creating the understanding of your Retail fans and customers, driving the right experiences and establish flawless operations in doing so.

After setting the scene Pat will discuss this with a spectacular line-up of Sports Executives:

  • Alexis Glick, CEO of the GENYOUth Foundation.
  • Stacey Allaster, Chairman and CEO of the Women’s Tennis Association
  • Olivier Bierhoff, General Manager of the German National Football team, World Champions in 2014
  • John Collins, COO, National Hockey League
  • Paraag Marahte, San Francisco 49ers
  • Mark Tatum, Deputy Commissioner and COO, of the National Basketball Association

If you are at the event, don’t miss this opening keynote.

If you are not we will share the essentials perspective from this session so stay tuned.

Please follow us @SAP_Retail #NRF15 and #SAPNRF to join the conversation!

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