FansEdge opened its first store at the Fox Valley Mall in Aurora, Illinois, on Wednesday, May 21, 2008. The 2,500 square foot store launch marks the expansion of the brand and its products into multiple marketing channels, combining the Internet with brick & mortar store operations.
“We know that multi-channel retailing is the right path to pursue, because it will help us better serve our customers,” said Dreams Retail president and FansEdge founder, Kevin Bates. “It also will build our brand with consumers and strengthen our overall position in the marketplace. Our customers will now have the option to shop online or off and enjoy the same high-quality customer experience across both channels.”
In addition to its wide product selection, the store also includes state-of-the-art interactive kiosks for ordering products. Customers may order items for various sports teams in different colors, sizes and styles, by simply using the kiosk. The kiosk then transmits a purchase order, and depending on the item, it will be delivered to the store within 24 hours or, at the customers request, to their doorstep if they live in the Chicagoland area. It has more than 180,000 SKUs available.
FansEdge stores also pioneer a touch-screen interactive window display, providing a unique experience for mall shoppers. Through this display, mall patrons can utilize the façade of the store to browse the complete FansEdge inventory, as if they were in the store. In addition, the displays will simulcast videos of athlete signings from other Dreams Inc. company stores across the country. FansEdge is the first store in Fox Valley Mall to utilize this technology.
“The FansEdge store is truly the store for sports enthusiasts,” said Bates. “We have everything for the fan and we are able to capitalize on its partnerships in the sports world and utilize our distribution center in Niles, Illinois, to guarantee 24-hour delivery of virtually any product, for any team or player, via our in-store interactive kiosks.”
