Surviving a decade in an industry as unpredictable as retail is no small feat. But four decades? Now that’s something you don’t see every day. In fact, only 35 percent of retail businesses break the 10-year barrier.
For 40 years, CBS Sports has been providing quality sporting goods to the Morganton, North Carolina community. The secret to their remarkable longevity? Putting the customer experience above everything else.
We chatted with Carson Searcy, co-owner of CBS Sports, to dive deeper into how they’ve managed to rise above changing economic winds and compete with big-box stores all by keeping it human.
- Start with respect and lead by example
- Great service is your competitive edge
- Train for the long-haul
- Leverage tech to prioritize people
Start with respect and lead by example
With the rise of AI and automation, the retail industry has witnessed a shift away from personalization in customer service. But retailers like CBS Sports still choose people over processes. For Carson, that mindset starts at the leadership level.
“If you treat the customer with respect, or even better than you’d want to be treated, then everything else will fall into place,” says Carson.
He emphasizes that customer service is more than a sales tactic; it’s a daily practice. From the owners to the sales floor, everyone is expected to go the extra mile, whether that’s spending time helping a customer find the perfect fit or simply making them feel welcome when they walk through the doors.
Great service is your competitive edge
Being a locally owned sporting goods store comes with its own set of challenges, though, especially when going head-to-head with mega-stores and ecommerce giants. But for Carson, their edge has always been clear.
“Having to compete with big box stores and online retailers is the biggest challenge as a sporting goods outdoor retailer. But we outperform them with our customer service and by helping customers get the exact product they need.”
For CBS Sports, that means prioritizing in-person interactions, deepening product knowledge and applying a no-pressure approach. “We help you find the right fit whether it’s the most expensive or the least,” says Carson.
“We put customer service first and by doing that we keep customers coming back. It’s kept our business thriving over the last 40 years.”
Train for the long-haul
A big part of what sets CBS Sports is their commitment to empowering their employees. Once or twice a year, Carson hosts learning sessions with representatives from suppliers, like Saucony Footwear, to train staff on the intricacies of their products and be able to offer shoppers better, more personalized advice.
“Delivering great customer service is the most important thing we teach our new hires,” Carson says. “We teach them to be honest and to treat everyone with respect.”
Leverage tech to prioritize people
While courtesy and subject matter expertise will never go out of style, Carson has embraced digital tools to help CBS Sports focus more time on their customers and less time on manual tasks.
“One of the biggest pain points in the past was the amount of data that we had to manually input,” says Carson. “With Lightspeed NuORDER, all of that information is automatically uploaded into my point of sale. Before, we would spend upwards of an hour uploading the information from an order. Now, it’s three clicks and minutes.”
The CBS Sports team also relies on Lightspeed’s built-in reporting capabilities to stay on top of trends. “The features we use the most are daily reports on what we’re selling; are we selling men’s running shoes or women’s hiking boots,” Carson explains. “That gives us the opportunity to forecast for the future.”
By streamlining back-office operations, CBS Sports has been able to reinvest their time where it counts most: on the floor with customers. “Lightspeed has enabled the staff to spend less time worrying about inventory, and more time helping customers find the perfect item.”
CBS Sports may have four decades under its belt, but Carson and his team are still focused on what’s next. “Our biggest goal is growing and creating a future to celebrate another 40 years,” he says. “Lightspeed plays a huge role in this by changing with the markets and creating new opportunities.”
Whether it’s expanding into new product categories or evolving with customer needs, CBS Sports is proof that retailers can thrive if they stay true to what matters most.
Curious to know more? Chat with an expert to learn how Lightspeed can help your sporting goods business grow.
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