“Brands may need to perform an even tougher trick: redefining their own definition of value to one that’s additive. When not reduced to the question of price, value speaks directly to what benefits a product or service adds to a customer’s life.” Maureen Morrison and Matthew Creamer in Advertising Age)
There’s more to value than just low price.
Canadian sports retailer Sport Chek believes that. It’s going high-tech to create what it hopes will be a unique customer buying experience.
Sport Chek recently unveiled a technologically souped-up retail store in Toronto that will serve as a living retail laboratory to bring shopping innovation to all of its 163 stores.
Sport Check is leveraging a fundamental shopper insight to battle the “showrooming” phenomenon enabled by website retailing:
Online shopping is great except you can’t always see the product fully, and it’s difficult to experience the product completely because you can’t touch and feel the item.
So, it’s bringing a 360-degree integrated marketing experience to Canadian sporting goods buyers. It’s convergence, the best of all worlds – see it, touch it, try it, customize it, order it, take it home – all in the same place. Continue reading