Sport Chek Opens Digitally Enhanced Flagship Store

Sport Chek
, a Canadian sporting goods retailer has opened its first flagship store in the West Edmonton Mall, in Edmonton, Alberta, Canada. Sport Chek is one of the brands in the FGL Sports company, which also includes Atmosphere, Hockey Experts, Intersport, National Sports, Nevada Bob’s Golf, Pro-Hockey Life, S3, Sports Experts and the Tech Shop. Canadian Tire purchased FGL Sports in 2011.

The 80,000 square foot store location includes a variety of digital technology to create a highly immersive brand experience. Up to 800 screens are populated by 220 channels displaying product images and deals, and community walls that offer local sports updates. The new location also features: 470 individual screens, 250 computers, 80 tablets, and more than 1,200 square feet of digital projection.

“Our new flagship store in West Edmonton Mall is the most digitally advanced and personalized retail experience in the world,” said Michael Medline, President of Canadian Tire. “We have created an energy filled experience for anyone who is passionate about a great customer experience and shopping for an unparalleled array of sporting goods.”


Up to 250 store associates will tap the digital installations, interactive technology and product displays to provide detailed and personalized service to shoppers. To ensure all content being delivered to digital touch points is relevant and timely, Sport Check has partnered with STRATACACHE, a multichannel content services provider. As part of the business relationship, STRATACACHE will manage the constant stream of content being displayed during store hours.

“We are very excited to be working with Sport Chek on their first flagship store,” said Chris Riegel, CEO of STRATACACHE. “As the provider of their content management system, we understand the innovation and hard work that goes into tackling many in-store technological ‘firsts.’ Digital is the next step for retail. Sport Chek understands this and with the opening of the flagship store has proven they can lead it.” 

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