Arvato: Customer Loyalty Insights for Supply Chain Experts

Sports and lifestyle companies command some of the most intense levels of loyalty in the context of the e-commerce sector. 

They represent some of the most recognisable brands in the world and continue to appeal to new customers thanks to multi-million dollar collaborations with celebrities and influencers. 

In an attempt to garner key insights for e-commerce and supply chain leaders, Arvato has carried out an examination of the strategies used by sports and lifestyle brands to strengthen customer loyalty in the ultra-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 analysed how brands are shifting their product-based offerings to lifestyle-driven ecosystems in a bid to build lasting customer relationships.

Abbas Tolouee, Senior Consultant at Arvato and lead author of the study, explains: “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.” 

A roadmap for supply chain professionals

Arvato, a leading international provider of supply chain management solutions, carried out its research across four key markets; Germany, the UK, France and the US.

In addition to revealing the strategies shaping brand loyalty, enhancing CX and driving sustainable growth, its analysis provides detailed insights into regional consumer  expectations, brand performance and emerging trends.

The result is a roadmap for e-commerce and supply chain professionals to achieve 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.” 

Setting standards for customer engagement

Arvato’s report unearths a number of crucial insights into how sports and lifestyle brands are  adapting to regional preferences and setting new standards for customer engagement in post-purchase interactions.

Key findings include: 

• Omnichannel excellence: Across all four markets, leading brands are merging digital and in-store experiences, providing options like in-store pickup, flexible returns and personalised loyalty programmes
• Sustainability initiatives: Brands are attempting to meet increased consumer demand for eco-friendly practices, with all French brands and more than two-thirds (68%) of US brands now including sustainability messaging in their post-purchase journey
• Customer retention: Loyalty programmes are evolving beyond basic rewards, with three in five US brands using personalised engagement to deepen relationships and increase customer lifetime value
• Regional adaptation: UK brands lead in offering store reservation services, while German and French brands have achieved significant success when it comes to free returns – highlighting diverse preferences across these markets. 

Insights for e-commerce and supply chain experts 

Arvato’s findings emphasise the importance of implementing a well-rounded post-purchase strategy in today’s competitive e-commerce environment.

“Creating an engaging post-purchase experience is no longer optional – it’s essential for any brand aiming to build a loyal customer base,” adds 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.” 

Abbas continues: “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.”

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