Arvato with Study for Lifestyle Brands in E-Commerce

Arvato, a provider of supply chain management solutions, has examined in a new study the strategies that sports and lifestyle brands want to use to strengthen customer loyalty in the highly competitive e-commerce business. In addition to an inventory of the evolving sports and lifestyle market, the study “Delivering Loyalty: Post-Purchase Excellence in Sports & Lifestyle E-Commerce” specifically analyzes how brands are transitioning their product-based offerings to lifestyle-driven ecosystems to build lasting customer relationships.

(Gütersloh) The study, conducted in the four key markets of Germany, the United Kingdom, France, and the USA, outlines the strategies currently shaping brand loyalty, improving customer experience, and promoting sustainable growth. Furthermore, Arvato’s analysis provides detailed insights into regional consumer expectations, brand performance, and emerging trends, offering e-commerce and supply chain experts a roadmap to succeed in a competitive market.

“In today’s rapidly evolving e-commerce landscape, sports and lifestyle brands need to deliver more than just products – they must become part of their customers’ lives,” says Axel Mayer, President Lifestyle Fashion & Sports at Arvato. “Our study shows how a robust post-purchase journey, supported by a strategic supply chain, can transform everyday interactions into opportunities for customer loyalty and sustainable growth.”

Highlights of the Study: A Deep Insight into Global Markets

The study provides important insights into how sports and lifestyle brands adapt to regional preferences and set new standards for post-purchase customer engagement:

• Omnichannel Excellence: In all markets, leading brands are merging digital and physical experiences, offering options such as in-store pickup, flexible returns, and personalized loyalty programs.
• Sustainability Initiatives: To meet the growing consumer demand for eco-friendly practices, 68 percent of U.S. brands and 100 percent of French brands now incorporate sustainability information into their post-purchase journey.
• Customer Retention and Loyalty: Customer retention programs are evolving beyond simple rewards. 60 percent of U.S. brands use personalized offers to deepen relationships and increase customer lifetime value.
• Regional Adaptation: The study shows that British brands lead in store reservations, while German and French brands are very successful with free returns, highlighting the differing preferences of customers.

Key Insights for E-Commerce and Supply Chain Experts

The results underscore the importance of a well-thought-out post-purchase strategy in today’s competitive e-commerce environment. “Sports and lifestyle brands are undergoing a remarkable transformation, where customer loyalty depends not only on the products sold but also on the experiences they provide after the purchase,” says Abbas Tolouee, Senior Consultant at Arvato and lead author of the study. “Our goal is to provide brands with actionable insights through this study that demonstrate the potential of the post-purchase journey for building lasting customer relationships and sustainable growth in key markets.”

“Creating an engaging post-purchase experience is no longer optional – it is essential for any brand looking to build a loyal customer base,” adds Ricardo Dittmer, VP Digital at Arvato. “Our study shows how a seamless, well-coordinated post-purchase journey can strengthen brand loyalty by turning every interaction into an opportunity for meaningful customer engagement.”

Download the Full Study

Photo: © Arvato