The SportChek Flagship: Combating the E-Commerce Trend

Like many Canadians growing up, just a few days after learning to walk, I could be seen with a hockey stick in my hands or a soccer ball at my feet. Over the years I have been able to compete on a number of teams and no matter what sport I was playing, I began to recognize that having the right gear was as much a key to my performance as the work I would put in at practice. I, like thousands of other athletes across Canada, found no value in visiting a retailer’s physical location when I could save time by simply going to their website. Problem was, how could you guarantee you were getting the right gear if you only had an online picture to look at? As a result, SportChek was forced to compete against a new wave of customers who valued convenience over the typical brick and mortar location. The new flagship stores became their means of fighting back. These locations launched a “new era in experiential retail”, providing customers with an opportunity to engage and interact with products in the “most digitally savvy store execution anywhere in the world”.

The first time I entered the new flagship location at West Edmonton Mall, I immediately noticed just how interactive the store is. You can’t walk more than five feet before coming across a 3D hologram showcasing the latest tech gadgets or a video wall where skiers, golfers, or cyclists can test out products in-store. On top of this, the 80,000 square foot store boasts 800 digital screens which provide customers with endless product information and on-going deals. But why is it all necessary? As many sporting goods are experience driven, allowing customers to interact with products before making a purchase is essential. In the end, people are able to avoid taking risks that they don’t want to take and can have confidence in the gear they purchase before leaving the store. This idea of test before you buy is extremely important to individuals and students like myself who are reluctant to go all-in on a pair of skis without knowing how they will perform on the slopes.

To combat the shift towards e-commerce, SportChek knew it couldn’t stop here. They needed to overcome the convenience of online shopping by providing memorable experiences. They had to offer what online retailers couldn’t. Flagship lead Eric Watt stated, “We want to move away from a transactional relationship toward a much more interactive relationship with the consumer”. To do this, SportChek initiated Community Hub, an in-store lounge where sports enthusiasts can connect on community events, product advice, and sport games. In my opinion, providing a place for individuals to share their passion for a number of sports and hobbies is a brilliant initiative. As a retailer, you begin to separate yourself from the competition by laying the foundation for a community built on long-lasting relationships among customers. Utilizing this approach, I expect SportChek to regain the market share that they have been losing to e-commerce retailers as consumers start to appreciate their overall experience. 

http://www.calgaryherald.com/business/Sports+revenue+growth+upward+trend+since+Canadian+Tire+takeover/9526726/story.html

http://www.retail-insider.com/retail-insider/2015/11/sport-chek

http://www.canadianbusiness.com/technology-news/to-fight-e-commerce-onslaught-sport-chek-is-bringing-gadgets-in-store/

http://www.marketingmag.ca/brands/sport-chek-opens-two-hyper-connected-flagship-stores-162102

https://www.sportchek.ca/help-desk/corporate-information/about.html