Sport Chalet Re-Launches Website

Content Manager

In an effort to keep up with the evolving expectation of today’s omnichannel consumer, sporting goods retailer Sport Chalet has re-launched its website.

“They revitalized themselves as a business over the years and I think the launch represented that revitalization, the main thing on the re-launch was the branding,” said MarketLive CEO Ken Burke.

Sport Chalet CEO Craig Levra said the retailer was looking to capitalize on the growth of its brand and improve its ability to fuse in-store engagement with online and mobile tools for every customer served. In partnering with MarketLive, Sport Chalet created an online experience that not only supports its growth of the brand, but delivers in the digital space – the engagement, empowerment and commitment to individualized service already on display in-store.

The re-launch, which took roughly six months to complete, included a complete redesign of the site, incorporation of features such as Find in Store, sale of a gift cards, and the creation of a community section that integrates customer stories, pictures and experiences.

Burke said Sport Chalet has captured the in-store experience on its website. This includes better videos, advice, and the development of specialized content.

“It takes sports retailing to a different level, it is a much more intimate relationship with the customer,” said Burke.

Burke said the impetus for the re-launch was because Sport Chalet’s site was older and needed refreshing.  He said the website was probably around six years old.  MarketLive had been modifying and updating Sport Chalet’s website, but it needed a complete redesign.

“Typically when you redesign from a brand perspective, upgrading, re-launching is a great opportunity to do all at once,” said Burke. “As people go into responsive design it is an opportunity to re-launch into the next generation.”

Burke said the most interesting thing Sport Chalet did was create experiences around individualized sports activities on the website.

“Sport Chalet has carved out a nice niche in the market. They really took content and tried to take it in this industry to another level which I think is very important for folks like them,” said Burke.  “That then has implications all over their business for SEO which is going to improve overall customer experience, customer satisfaction.”

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