Sports Direct Case Study

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Sports Direct Sports Direct was founded by Mike Ashley in 1982. Sports Direct have now expanded and have become not only the UK’s leading sports retailer by revenue and operating profit, but also the owner of a significant number of world famous sport, fashion and lifestyle brands. Sports Direct currently operate 420 sports stores in the UK alone, the majority of which trade under the SPORTSDIRECT.com fascia. The Premium Lifestyle division operates 130 stores in the UK and internationally. From the scale of 0-10 Sports Direct was rated 1.8 in reviews shown on https://uk.trustpilot.com/review/www.sportsdirect.com. Many people had complained about their customer service, sales, delivery service, return policy, after sales service, staff…show more content…
Action to be taken Sports Direct could improve their after sales service by training their employees to be responsible and accept responsibility for dealing with customers in an honest fashion. Complaint Missing product from pack, one customer ordered two Batman expedition kits online, but when it was delivered, one flash light was missing from one of the packs. The customer was very upset with the person who packed and didn’t notice an item was missing. Action to be taken Before displaying for sale or delivering a product, a manager should ensure that all items are included and none are missing. An easy way to keep track of what should be included in a pack is to make a checklist. Complaint Customers who have bought their products from Sports Direct online website were dissatisfied with many things. It started with products not living up to expectation, orders being partially delivered and long delays in receiving their orders. Action to be…show more content…
The goods presented online should look authentic so that customers could expect it to be the same as when they receive the goods. If the number of delivery days are shown on the website is five and this delivery schedule cannot be met, Sports Direct should email the customer apologizing and explaining why the delivered will be delayed and when can they be expected to be delivered. Quality checks must be done regularly Complaint Customers have been complaining on their return policy, when they bought a product from Sport Direct and found that their order have been mistaken customers would want to return it. When customers want to return the goods, the staff said that they have to pay for the return goods to get new ones. Action to be taken Sports Direct should have clearly said what are the return policies once customers have purchase their goods. Sports Direct could also place the return policy on the receipt, therefore there will be evidence. They must follow the legal requirements Complaint When customers are buying Sports Direct products online, they have noticed that the items that are out of stock are not mentioned on the website. Then the customer check the next day and it also shows it is available. Action to be
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