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.

The Solution

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

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:

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

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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