Most retailers know that the appearance of their stores plays an important role in determining consumer behavior. As such, they try to use it to their advantage. Sport Chek sells various types of sporting goods primarily to middle- and upper-class Canadian citizens. The company has many online stores and portals. Store design communicates to customers that the goods in the store are of high quality. Therefore, customers come with the expectation of paying a premium. The main elements that the store uses to influence consumer behavior include the choice of building materials, the careful choice of colors and shapes, and the creative use of lighting. These elements have an impact on the affective, cognitive and behavioral responses of potential customers. The channel strategy used by the company is effective due to the strong brand name Sport Chek. The company can benefit more from a better channel strategy for its online shopping portal which can help it take advantage of the global high-end sports market. Keywords: channel strategy, consumer behavior Influencing consumer behavior in a retail environmentOne of the key elements of marketing is the ability to predict consumer behavior. Marketers understand that consumers behave in predictable ways. In this regard, many companies use physical design to influence the behavior of their potential consumers. It's important to note that this approach isn't limited to physical stores. Online marketers also use the same principles in web design to influence consumer behavior. This article explores how Sport Chek uses the physical design of its premises to influence the behavior of its customers. The objective of the paper is to identify how Sport Chek uses its internal and external channel...... the medium of paper...... of the two channels has created advantages that other players cannot match. The company can improve its channel strategy to improve its current performance in a certain sense. The company's website is too dependent on physical stores. The website contains photos of the physical store ostensibly to help customers connect with it. This idea seems well founded. However, the target market for any company operating an online purchasing system is not local. It transcends geographical boundaries. The company must consider how to make the online shopping experience authentic and complete for customers who may never visit any of its physical stores. A website makes a company a global player. In this regard, the company must expand its channel strategy to take into account an expanded potential market. This change in strategy will increase the sales achieved by the company.