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Sports Direct manages marketing resources

By Retail Technology | Friday March 7 2014

New marketing software system will help drive growth by delivering marketing process automation and best practices for international sporting goods retailer

Sports Direct has selected Infor Orbis Marketing Resource Management (MRM) to improve the visibility and coordination of its global marketing activity.

The application will help drive growth and improve productivity by automating marketing processes across the Sports Direct business, which spans 19 countries in Europe, including the UK, Belgium, Austria, Slovenia and France. 

Managing brand partners

It will also help manage and control communications with Sports Direct brand partners, supporting areas including digital assets, brand design, image creation and website content.

The retailer plans to use the application to automate workflow across marketing processes, enable strategic and budget planning and manage the complete creation of marketing assets, including fast approval on imagery and copy across partner brand organisations.

The Infor system is expected to be rolled out across the UK and into Europe over the next three months. The provider added that Sports Direct selected its MRM product for its integrated planning and budget control capabilities. The application’s scalability was also key to the decision, as Sports Direct continues to grow throughout Europe.

Fast speed to market

“Efficiency and speed to market are our key concerns across all business units at Sports Direct, and the solution provided by Infor Orbis MRM systems is ideal for us to manage all aspects of our marketing mix,” said Vincent Smith, associate director of marketing at Sports Direct. 

“As a global company operating retail, wholesale and licensing divisions, it was essential we have a management tool which would allow us visibility through all channels in all markets and offer us scalability in line with our growth plans, and we believe we have found the right partner in Infor Orbis.”

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