Vikram Sandhu

Every sports shop owner knows that acquiring a new customer costs significantly more than retaining an existing one. The customer who has already bought a pair of running shoes, a gym bag, or a set of resistance bands has already demonstrated purchase intent, already trusts the brand enough to hand over their payment details, and already has a relationship with the business that can be built upon. The challenge is that most sports shops have no systematic way of nurturing that relationship...

The sports retail industry is undergoing a fundamental transformation. The traditional model of staffed retail environments with fixed operating hours, manual inventory management, and cash-based transactions is giving way to a new generation of technology-driven retail experiences that operate continuously, respond to customer behaviour in real time, and deliver a level of convenience that fixed-format retail simply cannot match. Automated sales systems are at the centre of this...

Every business that markets itself has a customer acquisition cost. The question is whether that cost is understood, managed, and improving over time, or whether it is quietly rising in the background while the team focuses on campaign outputs and lead volumes that look healthy on the surface. Reducing customer acquisition cost is not primarily about spending less on marketing. It is about getting more revenue output from the same or similar input by removing inefficiency, improving...