Team Insight

SPECIAL REPORT TECHNOLOGY notebook faster than we can make it happen in some kind of program." Williams also believes categorizing inventory is an overly complex task within the team space. "For instance, we get T-shirts from several different vendors and that T-shirt might be put on the shelf to sell, decorated with a local school's logo on it, or decorated with the business down the street's logo on it," he explains. "So that's three different items and that person putting them in the computer has to know where each of those are going. I'm sure there's all kinds of programs that would eliminate those issues, but it's high dollar." Complications oen arrive with technol- ogy integrations, he adds. Some "bumps" are currently being experienced as Minden Athletic installs an advanced POS system to support a second store: "Anytime you change the computer systems, it's a big, big headache." Williams adds that while online sites offer more competition for those seeking "some- thing a nickel cheaper," MSRP policies reduces price competition in certain categories. Strong customer service also helps Minden Athletic compete against online selling, including from vendor DTC sites. "e big vendors are horrible at customer service," says Williams. "ey're horrible at it to us and definitely horrible at it to the end user. ey're just not built for that." At Glenn's Sporting Goods, based in Huntington, WV, the sales team utilizes lap- tops, iPads and mobile phones to gain instant, fingertip access to vendor sales programs, customer orders and quotes, reports Chris McGlone, Glenn's team sales specialist. e dealer's POS system combines Epicor and Microso Office with reps particularly relying on Microso's suite. "We have been using Epicor for about 12 years and are very happy with it. It integrates with all three of Glenn's departments: team sales, retail and government wholesale," says McGlone. Beyond online team stores, newer tech investments include some dimensioning and weighing systems to get accurate shipping costs from UPS. "With freight becoming an increasingly large expense, we can reduce any unforeseen expenses with our shipping," he points out. He adds that any tech overhaul has to align with the business' needs and culture. However, with coaches and administrators also looking to tech to streamline the ordering process, McGlone believes dealers have to embrace technology. "e days of snail mailing a four-part uni- form order form to Russell Athletic has been over for some time," says McGlone. "Our customers want a formal quote with a full color mock-up and specs — and they want it now! If you can't furnish it, that's when they're going to find someone else who can do it even if that competitor is hundreds of miles away." at also goes for their vendors. "Our sup- pliers who maintain and keep current sales programs on the Sports Inc. website are more likely to earn our business. e same goes for online uniform builders. B2B is a must. is is not a 9-to-5 Monday-to-Friday job. Our sales team needs access to all of this information 24 hours a day. A potential customer is just as likely to contact us on a Sunday morning as on a Monday aernoon." SV Sports, formerly Schuylkill Valley Sports and based in Pottstown, PA, relies on inventory management systems, e-commerce platforms and CRM [customer relationship management] tools to streamline operations. "ese technologies help us manage stock, enhance customer service and optimize our sales processes," explains CEO John Scipio. "ey are quite essential to our success long term. is is the way business is being done across all industries." Among emerging technologies, SV Sports is continuing to explore AI for personalized customer experiences and predictive analytics to forecast demand. He added, "CRM and ERP [enterprise resource planning] platforms are becoming more prevalent in our operations, helping us better manage resources and cus- tomer interactions. Due to the unique nature of the dealer space, we are making investments to create soware that is as unique as the business." Overall, Scipio sees technology as more of an opportunity than a threat. "Technology allows us to enhance our services and reach a broader audience online," he says, although "that being said, the personal touch and local expertise we offer remain irreplaceable and tech helps us deliver that more efficiently." Hometown Sports, based in West Linn, OR has found success with its online team store offerings. "It just kind of keeps business flow- ing," says owner Joe Monahan. "People can order at their fingertips. ey go to a sporting event, see a shirt they like, go on the website and then order one while they're watching the event. e next thing you know it's at their doorstep or they're picking it up. It plays to their emotions a little bit and they react." e dealer's sales reps also count on real-time inventory feeds from supplier B2B sites when placing orders "so we don't get so surprised a day or two down the road with the back order. Among newer tech investments, Hometown Sports is looking at upgrading its direct-to-gar- ment printers to provide more logo options and handle smaller jobs. e dealer's graphic artists are already using artificial intelligence to help brainstorm for logo ideas. Echoing comments from others, the one threat Monahan sees from technology is losing the "personal touch." He elaborates" "You want to maintain good, strong personal relationships, especially to handle any transition. When the next league board comes in, you just don't know what you're going to get. You want to make sure somebody already knows you." n 30 • Team Insight ~ September/October 2024 teaminsightmag.com Gaining visibility into real-time inventories at vendors has also come in handy as suppliers, particularly shoe brands, are working to maintain leaner inventory levels.

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