Canadian Retailer - Spring 2013 - 24

IN-STORE EXPERIENCE

Passionate people drive the in-store experience

It’s great to have the latest and greatest in technology, but all the
digital screens and tablets alone do not equal a memorable in-store
customer experience. You also need an all-star staff of passionate
people who are knowledgeable and well-trained to emotionally connect with your shoppers; the end-goal is for them to forge long-term
relationships with each customer who enters your store.
“We couldn’t do the things we are trying to do and will do if we
didn’t have great staff,” comments Medline. “If you don’t have the
best products and the most knowledgeable and passionate staff,
even with great technology, you are not going to succeed.”
Medline believes his operations team is the best in the business
and it all starts from an extremely simple principle.
“We hire people who are passionate about sports,” he says. “If
you go to the Lab Store, you will see that. The people serving you
will be unbelievably knowledgeable; not just about the product,
but on how you can use the products.”
Sport Chek’s staff not only have the ability to recommend the
right pair of shoes, but they will get to know more about why the

“That is the future of the store experience.
To compete, you have to have that value add.
You have to be able to build a relationship
with your customer.”
— MICHEAL MEDLINE
FGL Sports
customer is making that purchase by asking the right questions
such as are they planning to run competitively or just to get in
shape? At the Toronto Lab Store, customers can also participate
in a comprehensive gait analysis on a special treadmill that will
help staff determine the perfect shoe that is customized to their
running style. Then, Sport Chek staff can enhance that in-store
experience further by adding their expertise.
“Our staff can talk to that customer about why they are running,
where the best running trails are in town or when the next 5K is,”
Medline says. “That is the future of the store experience. To compete, you have to have that value add. You have to be able to build
a relationship with your customer. As modern as our Lab Store is,
in some ways, it’s very old-fashioned in terms of that one-on-one
interaction with the customer.”
Professional expert advice

In-store technology allows Sport Chek associates to more
accurately evaluate the needs of the customer.

24 |

Golf Town also understands the important role its people play
when it comes to enhancing the customers’ in-store experience.
Ron Hornbaker, EVP of Golf Town Operations Canada reveals
that the big-box golf retailer has added a lot of things in the past
year to make its store more “experiential,” such as hiring more
full-time Class A CPGA professionals to give in-store lessons, the
latest in swing analysis and club-fitting technology.
“We have the best teaching equipment you can get,” Hornbaker
reveals. “We use a three-camera video system to record your swing.
This video can be immediately downloaded and sent directly to
your smartphone, complete with the pro's commentary.”

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Canadian Retailer - Spring 2013

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