New study on customer loyalty through post-purchase strategies in sports and lifestyle E-Commerce
Sports and lifestyle brands are transforming customer experience to drive loyalty
We have conducted a new study to examine the strategies used by sports and lifestyle brands to strengthen customer loyalty in the competitive online retail sector. In addition to taking stock of the evolving sports and lifestyle market, the study “Delivering Loyalty: Post-Purchase Excellence in Sports & Lifestyle E-Commerce” specifically analyzed how brands are shifting their product-based offerings to lifestyle-driven ecosystems in order to build lasting customer relationships.
The study, which was conducted in the four key markets of Germany, the UK, France and the United States, reveals the strategies that are currently shaping brand loyalty, enhancing customer experiences, and driving sustainable growth. In addition, Arvato's analysis provides detailed insights into regional consumer expectations, brand performance, and emerging trends, offering e-commerce and supply chain professionals a roadmap for achieving excellence in a competitive market.
“In today’s rapidly evolving e-commerce landscape, sports and lifestyle brands must go beyond simply delivering products—they need to become a part of their customers' lives,” says Axel Mayer, President of Lifestyle Fashion & Sports at Arvato. “Our study highlights how a robust post-purchase journey, supported by a strategic supply chain, can transform everyday interactions into opportunities for customer loyalty and sustainable growth.”
Study Highlights: A Deep Dive into Global Markets
The report uncovers crucial insights into how sports and lifestyle brands are adapting to regional preferences and setting new standards for customer engagement in post-purchase interactions:
- Omnichannel Excellence: Across all markets, leading brands are merging digital and in-store experiences, providing options like in-store pickup, flexible returns, and personalized loyalty programs.
- Sustainability Initiatives: Meeting an increased consumer demand for eco-friendly practices, 68 percent of US and 100 percent of French brands now include sustainability messaging in their post-purchase journey.
- Customer Retention and Loyalty: Loyalty programs are evolving beyond simple rewards, with 60 percent of U.S. brands using personalized engagement to deepen relationships and increase customer lifetime value.
- Regional Adaptation: The study reveals that UK brands lead in offering store reservation services, while German and French brands have achieved significant success with free returns, highlighting the diverse preferences across these markets.
Key Insights for E-Commerce and Supply Chain Experts
The findings emphasize the importance of a well-rounded post-purchase strategy in today’s competitive e-commerce environment. “Sports and lifestyle brands are undergoing a remarkable transformation, where customer loyalty hinges not only on what they sell, but on the experiences they deliver beyond the sale,” said Abbas Tolouee, Senior Consultant at Arvato and lead author of the study. “With this research, our goal is to provide brands with actionable insights that highlight the potential of the post-purchase journey to build lasting customer relationships and drive sustainable growth across key markets.”
“Creating an engaging post-purchase experience is no longer optional—it’s essential for any brand aiming to build a loyal customer base,” added Ricardo Dittmer, Vice President Digital Acceleration at Arvato. “Our study highlights how a seamless, well-coordinated post-purchase journey can enhance brand loyalty, turning each interaction into an opportunity for meaningful customer engagement.”
To Download the Full Study
For in-depth insights into post-purchase strategies for sports and lifestyle brands, download “Delivering Loyalty: Post-Purchase Excellence in Sports & Lifestyle E-Commerce” here.