Sport Chek x Woods Repair Program
Program Strategy | Branding | Retail Operations | Partnerships | Marketing Planning
OVERVIEW
Launching Sport Chek’s first-ever free repair program under the Woods brand to repair +35 jackets in 4 weeks at 8 Calgary test stores. In collaboration with Product Design, ESG, and Store Operations, I led the program strategy, branding, and marketing for the Woods Reclaimed Repair Program, successfully allowing customers to “Reclaim Adventure” with their repaired Woods gear.
Inspired by Patagonia’s Worn Wear and Arc’teryx’s ReBird, a unique brand platform was created for Woods’ sustainability programs under the name “Woods Reclaimed” that could be extended to other programs beyond just repairs, such as resale and product care.
CHALLENGE
Move to a more circular product model (use, repair, use) instead of a traditional model (use, discard) by extending a product’s life through repair. At the same time, prove that a free repair program was worth the cost by driving brand equity, customer loyalty, and positive perceptions for Sport Chek and the Woods brand.
Before the launch of the program, still and video content was captured at the repair facility for use in the program marketing. Since the repair program was only available in 8 Calgary test stores, a targeted paid campaign was developed under the Sport Chek banner, including paid digital, social, email, ecommerce, and in-store.
Customers could bring any Woods outerwear to participating Sport Chek locations in Calgary to have it repaired free of charge. The outerwear was shipped to a local 3rd party repair vendor who would assess the product and make necessary repairs (seams, zippers, patches, cuffs, etc.) and then ship the outerwear back to the store for customer pick-up.
RESULTS
3.7M
+35
campaign impressions and 0.5M reach for Calgary targeted marketing
jackets repaired in 4 weeks at 8 Calgary test stores
Understood cost and operational feasibility to scale to other cities
Determined common product failures to improve product designs
86%
customer satisfaction with the program*
*14% of customers expected exact colour match and original trims which was not possible for older, colour faded styles. Improvements to communications of repair expectations were made based on this feedback.