In 2020 Rebel introduced a new store concept to the market, Rebel rcx.
As reported by Ragtrader, the concept - which first rolled out in Doncaster - features a range of 'The Home of' hubs where customers can access the latest products from their favourite sports including football and basketball.
With 86% of all Rebel sales coming from in-store, it was imperative for the business to revolutionise its bricks-and-mortar shopping experience
And according to Super Retail Group's annual report, the design of the new concept was informed by three key factors.
Firstly, the design was informed by extensive customer and trade partner research, including consumer surveys, best practice trends and industry research on the evolution of retail and the need to create meaningful, in-store experiences.
Next, Super Retail Group leveraged its network by utilising insights from Supercheap Auto’s successful customer experience store in Penrith, NSW to further enhance the store's design.
Then, the business developed the concept in partnership with Nike and in conjunction with a number of other key trade partners including Adidas, Under Armour, Speedo, Garmin and Icon.
Despite opening the Doncaster rcx store just before COVID-19 restrictions were introduced, the investment in the store experience paid off nonetheless.
Super Retail Group reported NPS up 21 points in comparison to the previous year, while the average transaction value increased 20% after the refurbishment.
"This success shows the importance of providing a personalised shopping experience and has established a proof-of-concept for future investment," Super Retail Group said of the results.