Sporting Life to Open Online Store

While Sporting Life is one of the leading retailers within Southern Ontario for sporting goods with four large stores, it is just poised to launch an online store after developing a new retail Web site with Art Technology Group Inc.

“At Sporting Life, we pride ourselves on being completely dedicated to the customer by providing them with the shopping experience they have come to expect at any of our retail stores,” said Sporting Life president David Russell. “What we will achieve with our online store by using ATG’s Commerce OnDemand e-commerce suite is the same level of dedication to customer service and satisfaction, but to a much larger audience. Further, ATG Commerce OnDemand leaves us free to focus on revenue-generating merchandising and marketing activities, without the worry of hosting and maintaining the site. ”

While Sporting Life should have had an online store years ago given the demographic of its customers (affluent, active online and broadband users), it is good to see the company take the plunge. Maybe this will encourage other retailers, who have been sitting on the sidelines, to follow suit.