Campaign details

Brand: Sport Chek
Brand owner: FGL Sports
Agency: Touché!
Country: Canada
Industries: Clothing & fashion retail
Media channels: Online video, Search marketing, Social media
Budget: 1 - 3 million

Executive summary

For Black Friday, Sport Chek had an ambitious target: beating Amazon at the online retail battle it had owned for more than a decade.

In the seven days leading up to Black Friday, we detected a new analytic trend: the average number of items left abandoned in Sport Chek's website carts increased by the hour, reaching an unprecedented high. We called it 'digital window shopping':

We used the data from this trend to create a mass retargeting campaign and beat Amazon in the battle of Black Friday.

Market background and context

Together, Amazon and Sport Chek sell millions of different products via their websites. In this cluttered environment, featuring the right 'star products' on their ads and betting on the right categories is critical to success. In retail, these 'star products' are usually selected by merchandising experts, months in advance, missing out on the opportunity to react to changes in consumers' product preferences.

Communications objectives