Company Overview

Dunham’s Sports is the Midwest’s largest sporting goods chain! With roots going back to 1937 in West Bloomfield, MI, when a small shop called Dunham’s Bait & Tackle opened. Thanks to their hard work, great customer service and attention to detail, over the years they have grown into a full line sporting goods chain serving customers in 23 states, from Wyoming to Maryland.

Dunham Sports Case Study 1 Service Evaluation Concept
Dunham Sports Case Study 2 Service Evaluation Concept

What were Dunham’s looking to achieve?

Dunham’s Sports partnered with SEC to complete firearm audits to ensure employees were following federal regulations regarding the sale of firearms.

How did SEC support Dunham’s in ensuring regulations were met?

SEC sent mystery shoppers posing as customers asking to purchase a firearm. During the mystery shop, the Brand Agent was checking if the employee followed protocols and procedures for firearm purchases.

Mystery shopping results allowed the stores to identify areas for improvement to ensure a consistent customer experience worldwide. Mystery shopping allowed Dunham’s Sports to identify employees and stores that were not following established protocols and procedures. Additional training classes were implemented to ensure regulations were being met and stores continue to be monitored to ensure changes have been made.