By Annie Pettit (The original, profanity-laden version of this post is available by clicking here.)...
Starting a Retail Revolution
Taking the Sport Chek retail experience from analog to digital.
Situation: Sport Chek wanted to develop a next generation store that would revolutionize the retail experience. Before launching nationally, they needed to understand which elements connected most with their target customer. Working with vendors, Sport Chek designed a ‘Lab Store’ in the GTA to test truly groundbreaking innovations.
Insight: Sklar Wilton uses a proprietary approach to test retail experience in real life. The approach gets at the details as well as the big picture by clearly defining how to optimize both the strategy and tactics including key investment priorities within the store. Research in the GTA ‘Lab Store’ identified the wow elements across digital, in-store services, layout, display and way-finding.
Impact: The learnings from the ‘Lab Store’ were rolled out in Sport Chek’s new 70,000 square foot flagship store at West Edmonton Mall – a space that has commanded the attention of retailers and marketing leaders across the world. But don’t just take their word for it, see for yourself on this digital tour.
“[SW+A] has been instrumental in helping us design the Sport Chek roadbook. Changing our world of research, [they] redesigned the data interface, made it more user-friendly hence easier to activate against. [Their] accessibility, transparency and progressive thinking are pretty unique in our industry.”
– Frederick Lecoq, SVP Marketing for Sport Chek
Pictured Left: Luke Sklar and Frederick Lecoq present to a Canadian Marketing Association audience at Sport Chek’s Toronto lab store.
Pictured Right: Images from Sport Chek’s West Edmonton Mall Flagship Store. This store was built leveraging the learnings from the Toronto Lab Store.