The digital transformation is currently affecting the economy like never before. The process, in which business models, products and services, as well as corporate structures are being redefined in order to incorporate digitalisation, is also part of everyday life in the sports business. The key issue here is expansion of the digital user experience to cater more effectively to the requirements of the respective target groups. For those looking to increase revenue through the digital transformation, it is essential to support and extend the sales process with digital elements. The sports industry is taking advantage of precisely this potential. "Networked technology is shifting the focus from products to customers – something that consumers are now demanding. It is therefore down to merchants to unite the worlds of brick and mortar retail and digital commerce in a genuine omnichannel approach." Niv Liran, Chief Product Officer at Unzer. The traditional retail trade simply cannot afford to rest on its laurels. After all, the shopping experience for many customers already starts while sitting at home on the sofa. Customers today prefer to get in touch with companies digitally via the Internet and apps. Retailers are therefore seeking to combine the advantages traditionally enjoyed by brick and mortar shops with a world of digital experiences. This offers customers benefits in the form of greater convenience and additional services – for example through mobile payment via apps or click & collect options. Large volumes of data are captured here and can be used by sports companies as a valuable resource.