Following the temporary closure of its bricks and mortar stores, LIFE STYLE SPORTS, Ireland’s premier sports retailer has pivoted its business to focus on online, for the short term. As part of its pivot, the company has innovated its next day delivery service to include increased benefits such as; free next day delivery when ordered before 10PM, Contact-free delivery, free collection on all returns, among others, all of which was announced on Monday.
To support the focus online, the retailer today launches ‘WORKin FROM HOME’ - a new content series aimed at driving online sales. The series is fronted by Life Style Sports fitness and wellbeing Ambassadors and features useful home-based workouts and challenges, perfect for those who are using their time at home to maintain, or start a new fitness regime.
Gordon Newman, Go to Market Director, Life Style Sports, said: “Since taking the difficult decision to close all of our stores last week, to ensure the safety of all our staff and customers, our focus has obviously shifted to online sales, which are uplifted somewhat, an encouraging sign given the current challenge in the retail environment. We needed to activate something that was fast and effective in driving traffic, but most importantly provides some real value for customers during this period of lockdown. By doing so, we hope to remain front-of-mind, and useful, for our very loyal customer base.”
Practising safe & socially-distant shooting, Thinkhouse & Life Style Sports created every asset from the safety & security of their own homes. Staff’s apartments doubled up as studios; staff doubled up as models and influencers were mentored and creatively directed to develop compelling content from their own homes. The campaign has been delivered at a rapid pace, ideated and delivered all within days.
Jane McDaid, Founder of Thinkhouse said: “There are many reports that demonstrate the importance of brand presence during lockdown and Life Style Sports is a perfect example of a brand that takes a long term view of its marketing. Right now, we’re active on the front line with fast moving clients pivoting their business. The onus is on us to be creative, resourceful and to work at speed, in an efficient way in support of their businesses. This style of marketing is in our DNA and this period of time has allowed us to really showcase our agility and collaborative capabilities across strategy, planning, design / animation, film-making, PR and influencer programmes; at pace.”
Life Style Sport’s WORK’in FROM HOME series launches on IGTV and the first Installments will feature fitness influencer Niamh Cullen and yoga instructor Molly McKeever. As the series unfolds, other influencers will be introduced to ensure that WORKin FROM HOME becomes a daily partner for those seeking fitness and wellbeing tips, virtually.
