This story appears in the May 2015 issue of strategy.

Gold: In-store engagement

In January 2014, Sport Chek opened a flagship store at the West Edmonton Mall. The store included digital elements, expert advisors and new in-store services to educate and inspire customers. Building on the success of the Toronto Sport Chek “Retail Lab” store, which opened in 2013, the WEM store represents the retailer’s second phase in innovative retail space.

The store features 1,200 square feet of digital projection, 20 large-format touch-screens, 40 bar code scanners, an interactive putting green, a virtual footwear wall, a climbing treadmill and more. The store visuals and interactive community walls showcase Sport Chek’s brand values.

A PR campaign was developed to create awareness for the new store, and Edmonton media were given a one-on-one store tour with Sport Chek executives.

The store delivered 70% more sales year-to-date than the two former West Edmonton Mall FGL stores (Sport Chek and Atmosphere) combined. And it was featured in 23 stories across media outlets nationwide, earning over 13.7 million impressions.

Credits:

Advertiser: Canadian Tire Corporation (Sport Chek)
President: Michael Medline
Agency: North Strategic