Digital Marketing Innovation drives Online & in-Store Sales

$1+ Billion sporting goods retailer with 136+ stores

The Problem

Sports Authority faced a critical challenge:

The eCommerce business needed to continue achieving aggressive revenue targets
Profitability was under pressure due to a disproportionately expensive eCommerce platform

This created a need to increase digital marketing efficiency and unlock innovative ways to drive both online and in-store sales, without escalating costs.

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The Solution

To address these challenges, the team implemented a strategic, ROI-driven digital
marketing plan focused on innovation and measurable results:

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1. Maximized ROI of Existing Digital Channels

Optimized performance across PPC, SEO, email, and social media, leveraging new capabilities to increase customer acquisition and improve Return on Ad Spend.

2. Digital Marketing for In-Store Sales

Tested programs using traditionally eCommerce-focused digital tactics, like Paid Search and Affiliate Marketing, to increase in-store foot traffic and sales.

3. Connected Online & Offline Purchases

Partnered with Cardlytics and American Express to implement card-linked offers, tying offline purchasing behavior to online campaigns to better understand customer journeys and attribution.

4. Digital Circular with Enhanced Analytics

Launched an interactive digital circular featuring direct product links, providing a seamless path from browsing to purchase and delivering richer customer engagement analytics.

The Outcome

The innovative, performance-focused strategy delivered results:

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Achieved the $52 Million eCommerce revenue goal through marketing innovation, allowing the business to focus on improving operating profits

Strengthened the connection between digital campaigns and in-store sales, laying the foundation for future omnichannel growth

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Summary Impact

Faced with profitability pressures and aggressive growth targets, Sports Authority implemented a digitally innovative, ROI-focused marketing strategy that delivered $52 million in eCommerce revenue while strengthening in-store sales.

By optimizing digital marketing and pioneering new tactics like card-linked offers and digital circulars, the retailer successfully bridged online and offline channels, which boosted acquisition, increased attribution insight and highlighted the value of digital marketing to drive in-store sales.

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