The rise of e-commerce is forcing bricks-and-mortar retailers to push the boundaries of in-store experiences and provide next-level customer service to drive foot traffic.
In January 2014, Sport Chek opened its first flagship store at North America's largest shopping mall, West Edmonton Mall (WEM) in Edmonton, AB. The WEM flagship store incorporates an interactive retail environment with best-in-class technology, such as motion-enabled Radio-Frequency Identification (RFID) video screens (470 individual screens), Near-Field Communication (NFC) enabled units, tablets and a 40-foot monolith wall with projection mapping.
Innovation is a guiding principle of the store and the cornerstone of the in-store digital strategy. Each component, from architecture, interactive installations, exclusive custom brand shops to the specialty fitting equipment, is designed to educate, inspire and provide the customer with everything they need to get the most out of their sporting activity.
Sport Chek intends to open 10-12 flagship stores nationwide in the next five years. In addition, the technology in the WEM flagship store will be incorporated into new Sport Chek stores and retro-fitted into current stores.
Building from the success of the Sport Chek "Retail Lab" store in Toronto, which opened in January 2013, the WEM store represents the second phase in the company's journey to lead the future of retail. Product images and information, store-wide anthems, interactive community walls with local sports information, and key product offerings personify the lifestyle and brand values of Sport Chek and its vendors.
For the WEM flagship store to earn recognition, a multi-level public relations campaign was developed. On February 5, 2014, Edmonton media experienced one-on-one tours with Sport Chek executives, taking them through the store and its various technological features. Simultaneously, a press release was distributed nationwide.
The store exceeded expectations in terms of sales, vendor feedback and awareness. Confidential results were provided to judges.