Scheel Sporting good able to increase its sales and revenue mainly due to its successful promotional activities. The company utilizes all five of the elements of the promotional mix in order to communicate to its target customers. This one or two-way communication delivered through advertising, public relation, sales promotion, direct mail, social media and sponsorship. The point of sale promotion and charities are also seldom but effectively used by the marketing department. Besides, the store’s 'mall like' physical environment with the interior space plan has a significant promotional contribution by creating memorable shopping experience and building the company brand. For example, the life-sized Ferris wheel, the café, the wake of the
