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Sports Direct Interview Questions & Answers

Sports Direct Interview Questions
By Emma Parrish

Do you have a Sports Direct interview coming up, and do you want to learn how to answer Sports Direct interview questions? Prepare for these commonly asked Sports Direct interview questions to ace your job interview!


What Does Sports Direct Do?

Sports Direct is a retail company specializing in sports and fitness-related products. They operate a chain of stores that offer a wide range of athletic apparel, footwear, equipment, and accessories from various brands. Sports Direct provides a one-stop shop for sports enthusiasts, offering everything from running shoes and workout gear to team sports equipment and outdoor apparel.

In addition to their brick-and-mortar stores, they may also have an online presence, allowing customers to conveniently browse and purchase sports-related products from the comfort of their homes. If you’re interested in a career with Sports Direct, opportunities may include retail positions, management roles, marketing, logistics, and more within the sports retail industry.

Sports Direct Interview Questions

Below, we discuss the most commonly asked Sports Direct interview questions and explain how to answer them.

1. Tell me about yourself.

Interviewers ask this question to get a brief overview of your background and assess how well your skills and experiences align with the requirements of the role at Sports Direct. It also serves as an icebreaker, allowing you to start the interview on a positive and confident note by summarizing your most relevant qualifications and interests.

Sports Direct Interview Questions – Example answer:

“I’ve always had a deep passion for sports and a strong interest in the retail industry. With a Bachelor’s degree in Business Administration, I’ve spent the last five years honing my skills in retail management.

I began my career as a Sales Associate, where I quickly learned the importance of exceptional customer service. I believe my ability to connect with customers and provide tailored solutions sets me apart.

Progressing to a Supervisory role, I’ve gained experience in team leadership, inventory management, and visual merchandising. My commitment to creating an engaging in-store experience consistently drove sales growth.

Transitioning to the Assistant Store Manager role, I played a pivotal part in optimizing operations, implementing efficient processes, and training staff to enhance their performance. I’m proud of my track record of consistently exceeding sales targets.

My passion for sports, combined with my strong retail background, makes me a perfect fit for Sports Direct. I’m eager to bring my expertise in retail management to contribute to the continued success of your team.”

2. Why are you interested in this position?

Interviewers ask this question to gauge your motivation and enthusiasm for the specific role at Sports Direct. Your response should highlight how your skills, values, and career goals align with the responsibilities and opportunities presented by this position, demonstrating that you’ve done your research and are genuinely excited about the prospect of contributing to the company’s success.

Sports Direct Interview Questions – Example answer:

“I’m excited about this opportunity at Sports Direct is my genuine passion for sports and retail. Having grown up playing various sports, I understand the importance of quality sports gear, and I believe in the mission of Sports Direct to provide affordable, high-quality sporting goods to enthusiasts like myself.

My background in retail management, as evidenced in my previous roles, aligns perfectly with the responsibilities of this position. My experience in sales, team leadership, and inventory management equips me to contribute effectively to the success of your team.

Moreover, Sports Direct’s commitment to fostering a dynamic and customer-centric environment resonates with me. I’m eager to be part of a team that values exceptional customer service and strives to provide the best possible experience for sports enthusiasts.

Furthermore, I’ve been following Sports Direct’s recent initiatives closely, such as expanding their product range and focusing on sustainability. These efforts showcase the company’s dedication to growth and positive environmental impact, which I find inspiring.

In summary, my passion for sports, coupled with my retail experience, makes this position at Sports Direct an ideal fit for me. I’m eager to bring my skills and enthusiasm to contribute to the continued success of the company.”

3. Walk me through your resume.

Interviewers ask this question to give you the opportunity to provide a chronological overview of your professional journey, emphasizing key experiences, skills, and achievements that are relevant to the position at Sports Direct. It allows them to assess how your past roles have prepared you for the responsibilities of this job and to better understand the progression of your career.

Sports Direct Interview Questions – Example answer:

“I began my career in retail as a Sales Associate with XYZ Sports Gear. In this role, I cultivated strong customer service skills and gained hands-on experience in assisting customers with their sports gear needs. During my time there, I consistently exceeded sales targets, which led to my promotion to Shift Supervisor.

As a Shift Supervisor, I assumed more significant responsibilities in team management, inventory control, and visual merchandising. My ability to motivate and train the team resulted in improved sales performance and overall store efficiency. After two successful years, I moved up to the Assistant Store Manager role at ABC Sportswear, where I was responsible for streamlining operations, optimizing inventory management, and enhancing the overall customer experience.

My achievements included implementing a new inventory tracking system that reduced stock discrepancies by 20% and introducing a customer loyalty program that increased repeat business by 15%.

Now, I’m excited about the opportunity to join Sports Direct. My background in retail, my passion for sports, and my track record of delivering results make me confident that I can make a significant contribution to your team’s success.”

4. What do you know about our company?

Interviewers ask this question to assess your level of preparedness and genuine interest in Sports Direct. Your response should demonstrate that you’ve researched the company’s history, values, products, and recent developments, and that you understand how your skills and background align with their mission and objectives.

Sports Direct Interview Questions – Example answer:

“Sports Direct is a renowned sports retail giant with a rich history spanning several decades. The company was founded in 1982 by Mike Ashley and has since grown into one of the largest sports and leisure retailers in the world.

One of the key aspects that sets Sports Direct apart is its extensive range of sporting goods, encompassing everything from apparel to equipment, catering to a wide spectrum of sports enthusiasts. Your commitment to offering affordable, quality products aligns perfectly with the needs of consumers today.

I’m particularly impressed by Sports Direct’s dedication to fostering a customer-centric culture. Your emphasis on exceptional service and creating an engaging in-store experience mirrors my own values and experience in retail.

Furthermore, I’ve noticed that Sports Direct has been expanding its product offerings, including partnerships with popular sports brands and a growing focus on sustainability. These initiatives demonstrate a forward-thinking approach and a commitment to staying ahead in the industry.

In summary, I’m drawn to Sports Direct not only because of your prominence in the sports retail sector but also because of your dedication to customer satisfaction, diverse product range, and forward-looking strategies. I’m excited about the possibility of contributing to the continued success of your company.”

5. What is your greatest strength?

Interviewers ask this question to understand your self-awareness and to assess how your strengths align with the requirements of the role at Sports Direct. When answering, focus on a specific strength that is not only relevant to the job but also supported by concrete examples from your past experiences to showcase your ability to contribute effectively to the company.

Sports Direct Interview Questions – Example answer:

“I believe my greatest strength is my ability to lead and motivate teams effectively. Throughout my career, I’ve consistently demonstrated strong leadership skills. In my previous role as an Assistant Store Manager at XYZ Sporting Goods, I was responsible for overseeing a team of 15 employees.

One of my key accomplishments was implementing a comprehensive training program that resulted in a 20% increase in staff productivity within the first six months. Additionally, I fostered a collaborative and inclusive work environment, which boosted team morale and reduced staff turnover by 15%.

My leadership style is built on open communication, active listening, and setting clear expectations. I also excel at problem-solving and decision-making, which are crucial in the fast-paced world of retail. These strengths have allowed me to handle challenging situations effectively, such as inventory discrepancies and customer service escalations.

Furthermore, my passion for sports and retail extends beyond the workplace. I actively engage in sports and stay updated with industry trends. This enthusiasm not only motivates me but also inspires and energizes my team to deliver outstanding results.

In summary, my greatest strength lies in my leadership abilities, communication skills, and problem-solving acumen, all of which I believe would make a valuable contribution to the Sports Direct team.”

6. What is your greatest weakness? What are you doing to improve it?

Interviewers ask this question to assess your self-awareness and your commitment to personal and professional growth. When responding, be honest about a genuine weakness, but also emphasize the steps you’ve taken or are actively taking to address and improve it, demonstrating your dedication to self-improvement and your suitability for the role at Sports Direct.

Sports Direct Interview Questions – Example answer:

“One area I’ve identified for improvement is my patience. In the fast-paced world of retail, there are times when patience is crucial, especially when dealing with challenging customers or resolving complex issues. I’ve occasionally found myself wanting to expedite solutions, which can lead to misunderstandings.

To address this, I’ve taken proactive steps. First, I’ve been practicing active listening, ensuring I fully understand customers’ concerns before responding. Second, I’ve sought guidance from experienced mentors who have helped me develop patience as a valuable skill.

Additionally, I’ve been practicing mindfulness techniques outside of work to manage stress and remain composed under pressure. This includes meditation and deep breathing exercises, which have helped me stay patient in demanding situations.

Furthermore, I’ve actively sought feedback from my team and supervisors to gauge my progress. Their input has been invaluable in highlighting areas where I’ve improved and areas that still need work.

Overall, while patience may be a weakness, I’ve been committed to transforming it into a strength through consistent effort, learning from mentors, and adopting mindfulness practices. I believe these actions will contribute to my effectiveness in providing exceptional customer service and maintaining a positive work environment at Sports Direct.”

7. What is your greatest accomplishment?

Interviewers ask this question to gain insight into your past achievements and assess how your accomplishments align with the skills and qualities required for the position at Sports Direct. When responding, choose an accomplishment that showcases your abilities, leadership, and impact, and be sure to explain how it relates to the specific role you’re interviewing for, highlighting your potential contributions to the company.

Sports Direct Interview Questions – Example answer:

“One of my proudest accomplishments was during my tenure as a Shift Supervisor at XYZ Sports Gear. During this time, I was tasked with improving the store’s overall efficiency and customer service quality.

One particular challenge was managing inventory discrepancies, which were negatively impacting sales and customer satisfaction. To address this, I implemented a new inventory tracking system that enhanced accuracy and reduced discrepancies by 20% within just three months.

Simultaneously, I focused on team development. Recognizing the importance of a motivated and skilled team in achieving success, I initiated a comprehensive training program. This program not only increased employee knowledge but also improved their job satisfaction and performance, leading to a 15% decrease in staff turnover.

My ability to transform challenges into opportunities, whether it’s streamlining operations or fostering team growth, has been a consistent theme throughout my career. This accomplishment at XYZ Sports Gear highlights my dedication to delivering tangible results and my commitment to excellence in a retail environment.

I believe that this achievement, along with my passion for sports and retail, makes me well-suited to contribute significantly to the success of the Sports Direct team.”

8. Can you describe your experience with sports retail or relevant industry experience?

Interviewers ask this question to evaluate your familiarity with the sports retail industry and determine how your previous experience has equipped you with the knowledge and skills necessary for success in a similar role at Sports Direct. Your response should highlight specific examples from your past work that demonstrate your understanding of the industry’s dynamics and your ability to contribute effectively to the company.

Sports Direct Interview Questions – Example answer:

“My experience in the sports retail industry has been both extensive and rewarding. I began my journey in sports retail as a Sales Associate at XYZ Sports Gear. Here, I developed a strong foundation in customer service, gaining valuable insights into the unique needs and preferences of sports enthusiasts.

Building on that, I progressed to a Shift Supervisor role, where my responsibilities expanded to include team leadership, inventory management, and visual merchandising. I successfully led a team of 12, ensuring a seamless shopping experience for customers and consistently surpassing sales targets.

Continuing my upward trajectory, I accepted the position of Assistant Store Manager at ABC Sportswear. In this role, I had the opportunity to streamline operations, implement efficient inventory control systems, and enhance customer engagement strategies. These efforts resulted in a 20% reduction in stock discrepancies and a 15% increase in repeat business within the first year.

My passion for sports and my in-depth knowledge of the retail industry have been the driving forces behind my career. I’ve stayed updated with the latest industry trends and have always strived to create a vibrant and customer-focused shopping environment.

I’m confident that my extensive experience in sports retail, coupled with my commitment to excellence, aligns perfectly with the values and goals of Sports Direct. I’m excited about the opportunity to contribute to the company’s continued success.”

9. What interests you in working for Sports Direct specifically?

Interviewers ask this question to assess your motivation and to determine if you’ve done your research on Sports Direct. Your response should demonstrate a genuine interest in the company by highlighting specific aspects such as their products, values, or mission that resonate with you, and how you believe your skills and aspirations align with their goals and culture.

Sports Direct Interview Questions – Example answer:

“What truly excites me about the prospect of working at Sports Direct is the perfect synergy between my passion for sports and my expertise in retail management. I’ve been an avid sports enthusiast my entire life, participating in various sports and following sporting events closely.

This deep-rooted passion aligns seamlessly with Sports Direct’s core mission of providing high-quality sporting goods to a diverse customer base. Your commitment to offering a wide range of sports equipment and apparel at affordable prices resonates with me, as I understand the significance of accessible sports gear for enthusiasts of all levels.

Moreover, I’m drawn to the dynamic and customer-centric culture at Sports Direct. Your emphasis on exceptional service and creating an engaging in-store experience mirrors my own values and experience in retail management. I thrive in environments where I can contribute to a team that shares my dedication to customer satisfaction.

Furthermore, I’ve been impressed by Sports Direct’s commitment to growth and sustainability, evident in your expanding product offerings and eco-friendly initiatives. This forward-thinking approach speaks to the company’s dedication to staying at the forefront of the industry.

In essence, the opportunity to combine my passion for sports with my retail management skills, and to be part of a company with a strong commitment to customers and the environment, makes working at Sports Direct incredibly appealing to me.”

10. How do you stay updated with the latest sports and fitness trends and products?

Interviewers ask this question to gauge your commitment to staying current in the sports and fitness industry, which is crucial for a role at Sports Direct. Your response should highlight the specific methods and sources you utilize, such as industry publications, websites, social media, or memberships in relevant organizations, to showcase your proactive approach in staying informed about the latest trends and products.

Sports Direct Interview Questions – Example answer:

“Staying current with sports and fitness trends and products is essential in the dynamic world of retail. To ensure I’m well-informed, I utilize a multifaceted approach. First, I regularly follow reputable sports news outlets and fitness publications, such as ESPN, Sports Illustrated, and Men’s Health, which provide insights into emerging trends, athlete endorsements, and cutting-edge products.

In addition to traditional media, I actively engage with social media platforms like Twitter and Instagram. Following athletes, sports brands, and fitness influencers allows me to access real-time updates and opinions from key industry players.

Furthermore, I attend industry-related conferences and expos whenever possible. These events offer direct exposure to new products and technologies, as well as the opportunity to network with industry professionals and gather valuable insights.

Collaborating with colleagues and team members is another effective method. We regularly share information, conduct product knowledge sessions, and discuss customer feedback, ensuring that our collective knowledge remains up to date.

Lastly, I believe in the importance of hands-on experience. I frequently test and try out new sports and fitness products, both within and outside the store, to better understand their features, benefits, and applications.

By combining these methods, I can confidently stay ahead of the curve in sports and fitness trends, which allows me to provide valuable guidance and product recommendations to customers at Sports Direct.”

11. What customer service skills do you possess that would make you an asset in a retail role at Sports Direct?

Interviewers ask this question to assess your understanding of the importance of customer service in the retail industry and to determine how your skills align with the needs of Sports Direct’s customers. In your response, you should highlight specific customer service skills such as communication, problem-solving, and the ability to handle difficult situations with empathy and professionalism, demonstrating how these skills would contribute to providing excellent service to Sports Direct’s clientele.

Sports Direct Interview Questions – Example answer:

“My customer service skills have been honed through years of experience in the retail industry. One of my key strengths is active listening. I make a conscious effort to understand customers’ needs and concerns fully, which allows me to provide tailored solutions and recommendations.

Additionally, I excel in effective communication. I communicate clearly and confidently, ensuring customers feel heard and valued. I believe that transparency and empathy are essential in building trust and rapport.

Furthermore, I have a knack for problem-solving. I approach challenges with a positive attitude and a commitment to finding solutions promptly. This has helped diffuse tense situations and turn dissatisfied customers into loyal ones.

Another skill I bring is adaptability. In the retail environment, every day is different, and customer needs vary. I thrive on the flexibility to adjust to these changes and provide exceptional service consistently.

Lastly, I’m a strong team player. I understand that collaboration with colleagues is essential to create a seamless customer experience. I’ve often taken the initiative to share best practices, mentor new team members, and foster a positive and motivated work environment.

In summary, my customer service skills, including active listening, effective communication, problem-solving, adaptability, and teamwork, align perfectly with the values and expectations at Sports Direct. I’m eager to contribute to the company’s commitment to outstanding customer service and satisfaction.”

12. Have you worked in a sales-driven environment before? How did you meet or exceed sales targets?

Interviewers ask this question to determine if you have previous experience in a sales-driven setting, which is often crucial for roles at Sports Direct. Your response should focus on specific examples of how you’ve not only met but exceeded sales targets in your previous positions, highlighting the strategies, techniques, and teamwork you employed to achieve these results, showcasing your potential to thrive in a similar environment at Sports Direct.

Sports Direct Interview Questions – Example answer:

“I have a proven track record of excelling in sales-driven environments. In my previous role as a Sales Associate at XYZ Sports Gear, I consistently met and exceeded sales targets through a combination of strategies.

Firstly, I prioritize building strong customer relationships. I actively engage with customers, understand their needs, and offer personalized product recommendations. This customer-centric approach not only led to increased sales but also garnered positive reviews and repeat business.

Secondly, I’m adept at upselling and cross-selling. By thoroughly understanding our product range, I was able to suggest complementary items to customers, boosting the average transaction value. This approach contributed significantly to our revenue growth.

Furthermore, I played a pivotal role in visual merchandising. Creating eye-catching displays and effectively showcasing featured products drew customers’ attention and increased sales of those items.

Additionally, I actively participated in training programs provided by the company, which enhanced my product knowledge and sales techniques. I utilized this knowledge to confidently address customer inquiries and overcome objections.

Lastly, I thrived in a competitive environment, setting personal sales goals and challenging myself to consistently perform at a high level.

In summary, my experience in sales-driven environments has taught me the importance of customer relationships, upselling, effective merchandising, continuous learning, and setting ambitious targets. I believe these skills will translate effectively into contributing to the sales success of Sports Direct.”

13. How would you handle a situation where a customer is dissatisfied with a product they purchased?

Interviewers ask this question to assess your ability to provide excellent customer service and resolve issues effectively, which is essential in a retail role at Sports Direct. Your response should demonstrate your customer-centric approach, emphasizing active listening, empathy, and problem-solving skills, as well as your willingness to find solutions that leave the customer satisfied and build positive relationships.

Sports Direct Interview Questions – Example answer:

“When encountering a dissatisfied customer, my foremost goal is to ensure their concerns are addressed promptly and professionally. Firstly, I would actively listen to their complaint, allowing them to express their dissatisfaction fully. This shows empathy and validates their feelings.

Next, I’d reassure the customer that their satisfaction is a top priority for Sports Direct. I would then proceed to offer solutions, presenting options such as an exchange, refund, or store credit, based on the company’s policies and the specific situation.

Throughout the conversation, I’d maintain a calm and respectful tone, ensuring the customer feels heard and valued. I’d avoid becoming defensive and instead focus on finding a mutually satisfactory resolution.

If necessary, I’d involve a supervisor or manager to provide additional assistance and demonstrate the seriousness with which we take customer concerns.

After resolving the issue, I would follow up with the customer to ensure their satisfaction and inquire if there’s anything else we can do to enhance their experience. This proactive approach can turn a dissatisfied customer into a loyal one.

Overall, my approach centers on active listening, empathy, professionalism, and a commitment to finding solutions that align with Sports Direct’s customer service principles.”

14. Can you provide an example of a time when you had to work as part of a team to accomplish a goal?

Interviewers ask this question to evaluate your teamwork and collaboration skills, which are crucial for success in a retail role at Sports Direct. When responding, choose an example that showcases your ability to work effectively with others, highlight your specific contributions to the team’s success, and emphasize how the experience has prepared you for similar collaborative efforts within the company.

Sports Direct Interview Questions – Example answer:

“Teamwork has always been integral to my approach in achieving goals. A notable example was during my time as a Shift Supervisor at XYZ Sports Gear. Our store was undergoing a major renovation, and our goal was to ensure a seamless transition for customers while maximizing sales during this period.

My role involved leading a team of sales associates. We collectively identified the challenges we might face during the renovation, such as limited space and product accessibility. To address these, we organized regular team meetings to brainstorm solutions and delegate responsibilities.

I encouraged open communication and actively listened to my team’s ideas and concerns. This collaborative approach led to innovative strategies like creating temporary displays to showcase products in the limited space available.

During the renovation, we also implemented a system for efficiently tracking inventory, ensuring that customers could find products they needed without delays. We worked closely together to keep the store organized and maintain excellent customer service standards.

As a result of our teamwork, not only did we meet our sales targets during the renovation, but we also received positive feedback from customers for the smooth shopping experience. This experience reinforced my belief in the power of teamwork to overcome challenges and achieve common goals.”

15. How do you prioritize and manage your tasks when the store is busy and there are multiple customers seeking assistance?

Interviewers ask this question to assess your ability to handle high-pressure situations and provide excellent customer service in a busy retail environment like Sports Direct. Your response should showcase your organizational skills, ability to remain calm under pressure, and your commitment to ensuring that each customer’s needs are addressed promptly and effectively.

Sports Direct Interview Questions – Example answer:

“During busy store hours, effective task prioritization and time management are crucial. My approach is centered on maintaining a customer-centric focus. Firstly, I greet each customer promptly with a friendly and welcoming demeanor, ensuring they feel acknowledged and valued.

Next, I assess the urgency of each customer’s needs. If someone requires immediate assistance or has a specific question, I prioritize them and address their concerns promptly. For example, if a customer is trying on sports shoes and needs a different size, I attend to them before engaging in less time-sensitive tasks.

Simultaneously, I ensure the store remains organized and visually appealing. I make quick rounds to tidy displays, restock shelves, and address any safety concerns. This helps create an inviting shopping environment for all customers.

Additionally, I leverage teamwork. If there are multiple customers seeking assistance, I communicate with my colleagues to distribute tasks efficiently. Team coordination allows us to serve customers more effectively, reducing wait times and enhancing the overall shopping experience.

Lastly, I adapt to changing priorities as needed. Sometimes, unforeseen situations arise, and flexibility is key. Whether it’s handling a customer complaint or assisting a colleague, I’m quick to pivot and ensure the store runs smoothly during busy periods.

In summary, my approach involves greeting, assessing, prioritizing, teamwork, and adaptability, all aimed at providing exceptional service while managing tasks efficiently in a bustling retail environment.”

16. What is your approach to upselling or cross-selling products to customers?

Interviewers ask to assess your ability to proactively recommend additional products, enhancing the customer’s experience. Share your customer-focused approach and proven techniques.

Sports Direct Interview Questions – Example answer:

“My approach to upselling and cross-selling revolves around providing value and personalized recommendations to customers. Firstly, I believe in actively listening to their needs and preferences. By understanding their goals and interests, I can tailor my suggestions to align with their specific requirements.

Next, I focus on product knowledge. It’s crucial to be well-informed about the range of products available at Sports Direct. This enables me to confidently explain product features, benefits, and differences between options.

When upselling, I emphasize the additional value a higher-tier product can provide. For example, if a customer is looking for running shoes, I might highlight a premium pair with enhanced cushioning for better comfort during long runs.

For cross-selling, I suggest complementary items that enhance the customer’s purchase. If a customer is buying a tennis racket, I might recommend matching tennis balls or a racket bag for added convenience.

Timing is also essential. I introduce upsell and cross-sell options after addressing the customer’s primary need, ensuring they don’t feel pressured but rather see it as a valuable suggestion.

Finally, I respect the customer’s decision. If they decline the additional offer, I don’t push further, but I’m always open to answering questions and providing information.

In summary, my approach to upselling and cross-selling centers on understanding customer needs, product knowledge, value presentation, timing, and respect for the customer’s choices. This approach aims to enhance the customer’s shopping experience while maximizing sales opportunities at Sports Direct.”

17. Describe your familiarity with sports equipment and clothing brands carried by Sports Direct.

Interviewers ask to gauge your knowledge of the product offerings, ensuring you can assist customers effectively. Share your familiarity with relevant brands and products to demonstrate your readiness for the role.

Sports Direct Interview Questions – Example answer:

“My familiarity with the sports equipment and clothing brands carried by Sports Direct is quite extensive. I’ve had a genuine passion for sports since childhood, which has driven me to stay well-informed about the industry’s leading brands.

I’m well-acquainted with renowned sports equipment brands like Nike, Adidas, Puma, and Under Armour. I understand the unique features and technologies each brand offers, allowing me to assist customers in making informed choices based on their preferences and needs.

In terms of sports clothing, I’m knowledgeable about a wide range of brands, including North Face, Reebok, New Balance, and Columbia. This knowledge extends to various sports categories, from running and soccer to outdoor activities like hiking and camping.

I keep up with the latest trends, product releases, and innovations in sports gear through continuous research and following industry news. This enables me to provide customers with up-to-date information and recommendations.

Moreover, my previous retail experience has exposed me to the specific products and brand offerings available at Sports Direct. I’ve also received training to further enhance my knowledge of the store’s inventory.

In essence, my familiarity with sports equipment and clothing brands, coupled with my passion for sports, positions me well to provide customers with accurate guidance and enhance their shopping experience at Sports Direct.”

18. What do you know about Sports Direct’s mission and values?

Interviewers ask to assess your alignment with the company’s principles and your commitment to their mission. Showcase your knowledge and how you resonate with Sports Direct’s values.

Sports Direct Interview Questions – Example answer:

“The company’s mission is to be the customer’s first choice for sports equipment and apparel, offering a wide range of high-quality products at affordable prices. This commitment to affordability and choice aligns perfectly with the needs of sports enthusiasts.

One of the core values of Sports Direct is customer satisfaction. The company places a strong emphasis on providing exceptional service, ensuring that every customer’s needs are met promptly and courteously. This dedication to the customer experience mirrors my own approach to retail.

Sports Direct also values teamwork and collaboration. They recognize that success is achieved through the collective efforts of a passionate and motivated team. This value aligns with my belief in the power of effective teamwork to overcome challenges and achieve common goals.

Furthermore, Sports Direct is committed to growth and innovation. They continuously expand their product offerings, collaborate with renowned sports brands, and embrace eco-friendly initiatives to stay at the forefront of the industry. This forward-thinking approach demonstrates the company’s dedication to progress and sustainability.

In summary, Sports Direct’s mission to provide quality sports gear at affordable prices, its focus on customer satisfaction, commitment to teamwork, and dedication to growth and innovation strongly resonate with my own values and make me enthusiastic about the prospect of contributing to the company’s success.”

19. Can you explain some of the key products or categories Sports Direct offers?

Interviewers ask to evaluate your familiarity with Sports Direct’s product range and your ability to assist customers. Highlight key categories and products to demonstrate your knowledge and suitability for the role.

Sports Direct Interview Questions – Example answer:

“Sports Direct offers a diverse range of sports equipment, clothing, and accessories catering to various sports and activities. One of the key categories is athletic footwear, which includes running shoes, soccer cleats, basketball sneakers, and hiking boots. These products are available from renowned brands like Nike, Adidas, and Reebok.

Another significant category is sports apparel, featuring a wide array of clothing for men, women, and children. This includes activewear, team jerseys, workout gear, and outdoor apparel suitable for activities like hiking, camping, and cycling. Brands like Under Armour, The North Face, and Columbia are well-represented in this category.

Sports Direct also offers a comprehensive selection of sporting equipment, such as tennis rackets, golf clubs, yoga mats, and fitness accessories. Customers can find a variety of sports-related items, from yoga blocks to resistance bands, to enhance their workouts or sports performance.

In addition, the store provides a range of accessories, including sports bags, water bottles, gloves, and protective gear. These accessories complement the main product categories and offer customers a complete sports shopping experience.

Overall, Sports Direct’s product offerings encompass an extensive range of sports and activities, ensuring that customers can find everything they need to pursue their athletic passions, from footwear and apparel to equipment and accessories.”

20. How do you think Sports Direct differentiates itself from competitors in the sports retail industry?

Interviewers ask this question to assess your knowledge of Sports Direct’s unique selling points and to gauge if you’ve researched the company’s distinguishing factors. They want to see if you can identify and articulate what sets Sports Direct apart from its competitors in the sports retail industry.

Sports Direct Interview Questions – Example answer:

“Sports Direct differentiates itself from competitors in the sports retail industry through a combination of factors that create a unique and appealing value proposition for customers.

Firstly, its extensive product selection is a standout feature. Sports Direct offers a vast range of sports equipment, apparel, and accessories, covering a wide spectrum of sports and activities. This comprehensive inventory provides customers with a one-stop shopping destination, saving them time and effort in finding the products they need.

Secondly, the company’s commitment to affordability sets it apart. Sports Direct is known for its competitive pricing and regular promotions, making high-quality sports gear accessible to a broad customer base. This affordability aligns with the company’s mission to be the customer’s first choice for sports equipment and apparel.

Additionally, Sports Direct collaborates with renowned sports brands and frequently features exclusive product lines. These partnerships enhance the store’s credibility and appeal to sports enthusiasts who seek the latest and most trusted gear.

Moreover, the company’s emphasis on sustainability and eco-friendly practices, such as eco-friendly packaging and energy-efficient stores, reflects its commitment to responsible retailing. This sets Sports Direct apart as a socially and environmentally conscious choice.

In conclusion, Sports Direct’s differentiation lies in its extensive product range, affordability, brand collaborations, and dedication to sustainability. These factors collectively position it as a distinctive and attractive option in the competitive sports retail industry.”

21. Have you shopped at Sports Direct before? What was your experience like?

Interviewers ask this question to assess your familiarity with the company and to gain insights into your personal customer experience. They want to understand if you have firsthand knowledge of Sports Direct’s products and services, which can be valuable in a retail role.

Sports Direct Interview Questions – Example answer:

“Yes, I have shopped at Sports Direct before, and my experience was exceptionally positive. I found the store to be well-organized, making it easy to locate the sports equipment and apparel I was looking for. The wide selection of products, including top brands, impressed me.

The staff was knowledgeable and attentive, which made my shopping experience even more enjoyable. They were quick to assist with any questions I had and offered helpful recommendations based on my needs. The prices were competitive, and I appreciated the frequent promotions and discounts, which allowed me to make quality purchases within my budget.

One thing that stood out was the store’s commitment to maintaining a clean and well-maintained environment. It created a pleasant atmosphere for customers like me. Overall, my shopping experiences at Sports Direct have consistently been positive, and I believe this firsthand experience will enable me to provide excellent service and guidance to customers as part of the team.”

22. What do you think are the challenges and opportunities facing Sports Direct in the current market?

Interviewers ask this question to assess your understanding of the sports retail industry’s current landscape. They want to gauge your ability to identify potential challenges and opportunities that can impact Sports Direct’s business strategy and competitiveness.

Sports Direct Interview Questions – Example answer:

“In the current sports retail market, Sports Direct faces both challenges and opportunities.

One challenge is the increasingly competitive landscape, with the rise of e-commerce giants. To address this, Sports Direct can further enhance its online presence and offer seamless omnichannel shopping experiences.

On the flip side, there’s a growing health and fitness trend, presenting an opportunity for Sports Direct to expand its fitness and activewear offerings. Leveraging sustainability initiatives can also tap into the eco-conscious consumer base. Additionally, fostering brand partnerships and exclusive collaborations can help differentiate the company and attract a broader customer demographic.

Supply chain disruptions pose challenges, but they also offer the chance to optimize logistics and explore local sourcing options. Lastly, embracing data analytics for personalized marketing and improving in-store experiences can drive customer loyalty.

In essence, by navigating challenges like competition and supply chain disruptions while capitalizing on the fitness trend, sustainability, and technology, Sports Direct can continue to thrive and evolve in the dynamic sports retail market.”

23. How do you see yourself contributing to the growth and success of Sports Direct?

Interviewers ask this question to assess your understanding of your potential role and impact within Sports Direct. They want to gauge your ability to articulate how your skills and experience align with the company’s growth and success.

Sports Direct Interview Questions – Example answer:

“I see myself contributing to the growth and success of Sports Direct through a combination of my skills, passion for sports retail, and dedication to exceptional customer service. With my extensive experience in the retail industry, I bring a proven track record of achieving and exceeding sales targets.

My ability to actively engage with customers, understand their needs, and provide personalized recommendations aligns perfectly with Sports Direct’s commitment to outstanding customer experiences. Additionally, I am adept at fostering positive team dynamics, which is vital for creating a motivated and productive work environment.

I also stay updated with industry trends and the latest sports and fitness products, ensuring that I can provide customers with accurate information and suggestions. Moreover, my strong organizational and problem-solving skills will help streamline operations and address any challenges that may arise.

Furthermore, I am committed to promoting Sports Direct’s mission and values, including affordability, teamwork, and sustainability. By actively contributing to these principles, I believe I can make a substantial impact on the company’s growth and success.

In summary, I envision myself playing a pivotal role in driving sales, delivering exceptional customer service, fostering a positive work environment, and upholding Sports Direct’s mission and values.”

24. Are you aware of any recent news or developments related to Sports Direct?

Interviewers ask this question to assess your level of interest and engagement with the company. They want to determine if you stay informed about industry trends and the organization’s latest updates.

Sports Direct Interview Questions – Example answer:

“Yes, I make it a point to stay updated with recent news and developments related to Sports Direct. For instance, I recently read about the company’s expansion efforts, including the opening of new flagship stores in key locations, which demonstrates its commitment to growth and market presence.

I’ve also noticed Sports Direct’s initiatives towards sustainability, such as reducing plastic waste in its packaging and promoting eco-friendly products. This aligns with the growing consumer trend towards eco-conscious shopping, and I appreciate the company’s efforts to address environmental concerns.

Furthermore, I read about Sports Direct’s partnerships with renowned sports brands, which enhances its product offerings and keeps the inventory fresh and appealing to customers. These collaborations reflect the company’s dedication to offering high-quality merchandise.

Overall, my awareness of these recent news and developments related to Sports Direct not only demonstrates my genuine interest in the company but also showcases my commitment to staying informed about the industry and market trends, which I believe can be valuable in contributing to the company’s success.”

25. What do you think makes Sports Direct an attractive employer for individuals interested in sports retail careers?

Interviewers ask this question to gauge your understanding of the unique qualities that make Sports Direct an appealing employer in the sports retail industry. They want to assess if you have researched and identified what sets the company apart as a desirable place to work.

Sports Direct Interview Questions – Example answer:

“Sports Direct is an attractive employer for individuals passionate about sports retail careers due to several compelling factors.

Firstly, the company’s extensive range of products and reputable brands offers employees a dynamic and diverse work environment. This allows staff to continuously learn and grow, catering to various customer interests.

Secondly, Sports Direct’s commitment to affordability aligns with the need for accessible sports gear, making it a preferred choice for customers. This pricing strategy provides employees with a sense of pride in offering value to their community.

Furthermore, the company fosters a culture of teamwork, encouraging employees to collaborate efficiently. This creates a supportive atmosphere where individuals can develop essential skills for their careers.

Sports Direct also recognizes the importance of employee growth, offering opportunities for advancement and skill development. This commitment to personal and professional development is appealing to those seeking long-term careers in sports retail.

Additionally, the company’s dedication to sustainability and eco-friendly initiatives reflects a forward-thinking approach that resonates with individuals who value socially responsible employers.

In summary, Sports Direct’s diverse product offerings, affordability, teamwork culture, growth opportunities, and sustainability initiatives make it an attractive choice for individuals interested in building fulfilling careers in sports retail.”

26. Can you describe the typical customer demographic that shops at Sports Direct?

Interviewers ask this question to assess your understanding of the customer base and your ability to tailor your service accordingly. They want to see if you can identify and cater to the diverse demographics that frequent Sports Direct.

Sports Direct Interview Questions – Example answer:

“The typical customer demographic at Sports Direct is quite diverse. You’ll find individuals of all ages, from teenagers looking for the latest sports fashion trends to adults seeking high-quality athletic gear for their fitness routines. Sports Direct attracts both novice and seasoned athletes, catering to various skill levels.

In terms of gender, it’s fairly evenly split between male and female customers, thanks to the extensive range of products available for both. Families also frequent Sports Direct, with parents shopping for their children’s sports equipment and apparel.

The demographic also spans different income brackets, as Sports Direct’s affordability makes it accessible to a broad customer base. Whether someone is a budget-conscious shopper or willing to invest in premium sports gear, they can find suitable options at the store.

Moreover, the store’s location often influences the customer demographic. In urban areas, you may encounter more city dwellers looking for versatile activewear, while in suburban or rural locations, customers might be interested in outdoor and recreational sports equipment.

Overall, Sports Direct’s customer demographic is characterized by its diversity, encompassing individuals of various ages, genders, income levels, and sporting interests. As a team member, I’m committed to providing personalized service that caters to this rich tapestry of customers, ensuring their unique needs and preferences are met.”

27. How do you envision Sports Direct’s role in the community where it operates its stores?

Interviewers ask this question to assess your understanding of Sports Direct’s community engagement and social responsibility. They want to evaluate your ability to envision the company’s positive impact on the local community.

Sports Direct Interview Questions – Example answer:

“I envision Sports Direct as an active and positive contributor to the communities where it operates its stores. The company has a unique opportunity to play a vital role in fostering a culture of health and fitness.

Sports Direct can engage with local schools and sports clubs, providing support through sponsorships, equipment donations, and fitness programs. By organizing community events like sports tournaments and fitness challenges, the company can promote an active lifestyle and bring people together.

Additionally, Sports Direct can prioritize sustainable and eco-friendly practices within its stores, contributing to the community’s environmental well-being. This includes initiatives such as reducing waste, promoting recycling, and adopting energy-efficient technologies.

Moreover, the company can offer employment opportunities to local residents, contributing to economic growth and stability. By actively participating in local charity and volunteer programs, Sports Direct can demonstrate its commitment to the community’s welfare.

In essence, Sports Direct’s role in the community should extend beyond retail; it should focus on creating a healthier, more sustainable, and inclusive environment. This approach not only benefits the community but also enhances the company’s reputation and customer loyalty, making it a win-win for all stakeholders.”

28. Give an example of a difficult customer interaction you’ve had in a previous job and how you resolved it.

Interviewers ask this question to assess your problem-solving skills and customer service aptitude. They want to understand how you handle challenging customer situations and ensure customer satisfaction.

Sports Direct Interview Questions – Example answer:

“In my previous role at a sports retail store, I encountered a challenging customer interaction. A customer was unhappy with a pair of running shoes they had purchased, claiming they caused discomfort during their runs.

I actively listened to the customer’s concerns and empathized with their discomfort. To resolve the issue, I suggested they try a different brand known for superior cushioning and support. I also recommended that they get professionally fitted for running shoes to ensure the perfect fit.

Furthermore, I offered to exchange the shoes for the new brand they were interested in, even though our return policy had a limited window. The customer appreciated my willingness to go the extra mile to address their needs. They left the store with the new shoes, satisfied with the solution.

This experience taught me the importance of patience, empathy, and flexibility in customer service. It reinforced my commitment to ensuring each customer leaves with a positive impression and the right products to meet their needs, even in challenging situations.”

29. Describe a time when you had to adapt to a sudden change in work priorities. How did you handle it?

Interviewers ask this question to evaluate your adaptability and problem-solving skills in dynamic work environments. They want to understand how you manage unexpected changes in tasks and priorities effectively.

Sports Direct Interview Questions – Example answer:

“In my previous role at a sports retail store, there was a day when our team was preparing for a major promotional event. We had meticulously planned the setup and displays for the event, but just hours before it was set to begin, we received an urgent shipment of new merchandise that needed immediate attention.

I quickly gathered the team and reassigned tasks to accommodate the unexpected delivery. While some team members continued with the event setup, others, including myself, focused on unpacking, tagging, and displaying the new products. It was crucial to maintain clear communication throughout the process to ensure everyone understood their new priorities.

Despite the initial stress, our ability to adapt to the sudden change was impressive. We not only managed to successfully set up the promotional event but also effectively introduced the new merchandise to customers. The event turned out to be a great success, and we received positive feedback from shoppers.

This experience taught me the value of flexibility and teamwork in a fast-paced retail environment. It also reinforced the importance of maintaining composure and making quick decisions when facing unexpected challenges. Adaptability is a key skill that I’m ready to bring to the team at Sports Direct.”

30. Share an achievement from your past work experience that you’re particularly proud of.

Interviewers ask this question to gauge your ability to set goals, work towards them, and achieve results. They want to understand the level of pride and dedication you invest in your work accomplishments.

Sports Direct Interview Questions – Example answer:

“I accomplished something I’m truly proud of. Our store had been struggling to meet its monthly sales targets, and employee morale was low.

Recognizing the need for a positive change, I proposed a new sales incentive program to the management. This program not only motivated the sales team but also helped us surpass our sales targets consistently for several months. I actively tracked the results, provided ongoing feedback, and ensured fair distribution of incentives.

The achievement I’m particularly proud of is witnessing the transformation of our team from disheartened to highly motivated. It not only boosted sales but also improved the overall work atmosphere, contributing to the store’s success and customer satisfaction.

This experience taught me the power of proactive problem-solving, teamwork, and effective communication in achieving remarkable results. I’m excited to bring this commitment to excellence and my passion for sports retail to Sports Direct, contributing to its continued success.”

31. How do you manage your time and stay organized in a fast-paced retail environment?

Interviewers ask this question to assess your time management and organizational skills, crucial in the fast-paced retail sector. They want to determine how effectively you handle multiple tasks and prioritize responsibilities to ensure smooth store operations.

Sports Direct Interview Questions – Example answer:

“In a fast-paced retail environment like Sports Direct, effective time management and organization are essential. I begin by prioritizing tasks, identifying those that require immediate attention, such as customer inquiries or restocking popular items.

To stay organized, I rely on tools like checklists and digital calendars to track deadlines and daily responsibilities. Regularly reviewing and adjusting my schedule ensures I adapt to changing store dynamics and customer flow effectively.

Additionally, I believe in proactive communication with my team. Clear, concise updates on task progress and potential challenges help us collaborate smoothly. During peak hours, I maintain a clutter-free workspace to locate items swiftly and serve customers efficiently.

Moreover, I embrace the concept of continuous improvement. After each shift, I reflect on what went well and what could be optimized, refining my time management and organizational strategies.

Sports Direct’s dynamic retail environment demands adaptability, and my approach allows me to navigate the fast pace seamlessly. I’m committed to contributing to the team’s efficiency and ensuring an exceptional shopping experience for customers.”

32. Tell me about a situation where you had to work closely with a coworker to achieve a common goal. What was the outcome?

Interviewers ask this question to assess your teamwork and collaboration skills, crucial in a retail environment. They want to understand how you effectively cooperate with colleagues to achieve shared objectives, emphasizing positive outcomes.

Sports Direct Interview Questions – Example answer:

“In my previous role at a sports retail store, there was a notable instance of collaborative teamwork. During a busy holiday season, our store received an unexpected surge of customers, and it was challenging to maintain a smooth shopping experience.

Recognizing the need for immediate action, I partnered closely with a coworker, Sarah, who had a knack for multitasking. We quickly divided responsibilities – I focused on assisting customers with product inquiries, while Sarah managed the checkout lines efficiently.

Our coordination and communication were crucial. We exchanged updates on stock availability, helping customers find suitable alternatives if their desired items were out of stock. Sarah and I also shared insights on managing the flow of customers, ensuring minimal wait times.

The outcome was highly rewarding. Our teamwork not only alleviated customer frustration but also boosted sales during that hectic period. Customers appreciated our dedication and left with positive feedback. This experience reinforced my belief in the power of collaboration and adaptability in delivering outstanding service.

In a dynamic environment like Sports Direct, I’m eager to bring my teamwork skills to the forefront, ensuring exceptional customer experiences and successful outcomes.”

33. Can you share a time when you had to handle confidential information or sensitive customer data responsibly?

Interviewers ask this question to evaluate your trustworthiness and ability to protect sensitive information, which is crucial in retail. They want to ensure you can maintain customer confidentiality and data security.

Sports Direct Interview Questions – Example answer:

“I encountered a situation that required the utmost responsibility in handling sensitive customer data. A customer came to me with a request to return a high-value item, but the return exceeded the standard store policy timeframe.

Understanding the customer’s concern, I discreetly accessed our secure system to verify the purchase details. This involved sensitive information like transaction history and payment details. While I was accessing this data, I ensured privacy by relocating to a designated confidential area away from the store floor.

After confirming the purchase, I processed the return following the store’s guidelines. I also advised the customer on our extended return policy for loyal customers, which she was unaware of. This not only resolved her issue but also enhanced her satisfaction.

This experience underscores my commitment to handling confidential information responsibly and ethically. I am aware of the importance of safeguarding customer data and ensuring compliance with data protection regulations. At Sports Direct, I will continue to prioritize the security and privacy of customer information to maintain trust and loyalty.”

34. How do you handle stressful situations or high-pressure moments at work?

Interviewers ask this question to assess your ability to remain composed and effective under pressure. They want to understand your strategies for managing stress in a dynamic retail environment like Sports Direct.

Sports Direct Interview Questions – Example answer:

“In a fast-paced retail environment like Sports Direct, I’ve honed effective strategies for handling stressful situations. When faced with high-pressure moments, my first instinct is to remain calm and composed.

I prioritize tasks, focusing on the most urgent ones and delegating when possible. Clear communication with my team is essential, ensuring everyone is on the same page and can assist where needed. Additionally, I’ve found that taking short, intentional breaks, even just a few deep breaths, can help reset my focus and alleviate stress.

Moreover, I’ve learned from experience that maintaining a positive attitude is key. By approaching challenges with a solution-oriented mindset and viewing them as opportunities for growth, I can navigate stressful situations more effectively.

Lastly, I believe in continuous improvement. After the pressure subsides, I reflect on the experience, identify areas for enhancement, and apply those lessons to future situations. My ability to handle stress in a constructive manner enables me to contribute to the success of the team and provide exceptional service to customers.”

35. Give an example of a time when you received constructive feedback from a supervisor or coworker. How did you respond to it?

Interviewers ask this question to gauge your ability to accept feedback positively and use it for personal growth. They want to understand how you handle constructive criticism and if you can adapt and improve based on input from others.

Sports Direct Interview Questions – Example answer:

“I believe constructive feedback is instrumental in personal and professional growth. In my previous role at a sports retail store, a coworker approached me with feedback about my communication style during team meetings.

They felt that I could be more concise and to the point to make the meetings more efficient. I genuinely appreciated their input and saw it as an opportunity to improve. I thanked them for their candor and asked for specific examples to better understand their perspective.

Subsequently, I actively worked on improving my communication style. I began preparing for meetings more thoroughly, ensuring that I had clear and concise points to share. Over time, I noticed a positive shift in the dynamics of our team meetings, with more focused discussions and shorter durations.

This experience taught me the value of receiving feedback with an open mind and taking concrete actions to implement it. I believe that in a collaborative setting like Sports Direct, the ability to embrace feedback constructively and adapt accordingly contributes to a more productive and harmonious work environment.”

36. Describe a situation where you went above and beyond to provide exceptional customer service.

Interviewers ask this question to assess your commitment to delivering exceptional customer service, which is crucial in a retail role. They want to hear about specific instances where you took extra steps to exceed customer expectations.

Sports Direct Interview Questions – Example answer:

“I recall a situation at my previous job in sports retail where I went above and beyond to provide exceptional customer service. A customer came in looking for a specific pair of running shoes, but unfortunately, we were temporarily out of stock in their size.

Rather than simply apologizing and letting them leave empty-handed, I took the initiative. I checked our inventory system and found that another branch nearby had the size the customer needed. Without hesitation, I offered to arrange for the shoes to be reserved at the other store, and I also provided them with directions to get there.

I wanted to ensure the customer had a seamless experience, so I called the other store, reserved the shoes, and confirmed their availability. I also offered to hold a pair at our store as a backup in case the customer faced any issues at the other location.

The customer was genuinely grateful for the extra effort I put in to help them. They not only found the shoes they wanted but also appreciated the convenience and personalized service. This experience reinforced my belief in the importance of going the extra mile to make customers happy, a value I know is highly regarded at Sports Direct.”

37. What are your long-term career goals, and how do you see Sports Direct fitting into your career path?

Interviewers ask this question to gauge your commitment and alignment with the company’s goals. They want to understand if your career aspirations align with the potential for growth and development that Sports Direct can offer.

Sports Direct Interview Questions – Example answer:

“In the long term, my career goal is to continuously grow and excel in the retail industry. I see Sports Direct as an ideal platform to achieve this goal because of its reputation for fostering employee development and its dynamic presence in the sports retail sector. I aspire to take on increasing responsibilities and leadership roles within the company, leveraging the opportunities for advancement that Sports Direct provides.

As I progress in my career, I envision contributing to the company’s success by actively participating in its growth and expansion initiatives. My dedication to delivering exceptional customer service and my ability to adapt to changing market trends align perfectly with Sports Direct’s mission to provide customers with quality sports and fitness products. Furthermore, I am eager to learn from experienced colleagues and take advantage of any training and development programs the company offers to enhance my skills.

Overall, I am committed to building a long and fruitful career with Sports Direct, and I believe that my goals align perfectly with the company’s mission and values, making me a valuable asset to the team.”

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Emma Parrish, a seasoned HR professional with over a decade of experience, is a key member of Megainterview. With expertise in optimizing organizational people and culture strategy, operations, and employee wellbeing, Emma has successfully recruited in diverse industries like marketing, education, and hospitality. As a CIPD Associate in Human Resource Management, Emma's commitment to professional standards enhances Megainterview's mission of providing tailored job interview coaching and career guidance, contributing to the success of job candidates.

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