Toni Roeller

Energizer
DISC Type : I

Senior Vice President, In-Store Environment at DICK'S Sporting Goods

Cranberry Township, Pennsylvania, United States

Overview

Toni Roeller is a retail executive specializing in creating immersive in-store environments. As a leader at DICKS Sporting Goods, she has spearheaded the innovative "House of Sport" concept, transforming stores into experiential destinations. Her extensive career also includes senior roles at The Home Depot and Best Buy, and she holds a BS from Concord University.

Tonis professional focus is on using store design for visual storytelling, aiming to shift the customer relationship from purely transactional to community-based. She believes in the power of physical retail to allow customers to connect with products in ways not possible online, like trying out equipment before purchase.

She led the development of DICKS House of Sport stores, which feature attractions like outdoor turf fields, batting cages, and climbing walls.

Personality Overview

Informal

Believer

Imaginative

Unlike C or D types, they are vocal with their opinions but not so much with their questions.  They are always positive and upbeat, so take their promises with a pinch of salt. They are not always early adopters but can be pursuaded by leveraging strong relationships.

Topics They Care About

Experiential Retail
Leads the 'House of Sport' concept for DICK'S, focusing on creating interactive in-store experiences like climbing walls and turf fields to engage athletes.
In-Store Storytelling
Focuses on weaving a brand's narrative into the physical store design to create community and a deeper connection with customers.
Customer Engagement
Emphasizes building long-term relationships with customers by creating positive experiences that encourage them to spend more time in-store, rather than focusing solely on transactions.

Media Appearances

Toni has no verified media appearances

Work History

2-2020
Senior Vice President, In-Store Environment at DICK'S Sporting Goods
5-2014
VP, Visual Merchandising at DICK'S Sporting Goods
10-2010 - 2-2014
VP, In-Store Environment at The Home Depot
1-2007 - 2-2011
Senior Director, Channel Design & Brand Identity at Best Buy

Education

1986 - 1990
Bachelor of Science (BS) from Concord University

More Information

Social Presence :

Prographics :

Exp : 18 Location : Cranberry Township, Pennsylvania, United States Job Level : Leadership Designation : Senior Vice President, In-Store Environment at DICK'S Sporting Goods
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Insights For Selling To Toni

During A Call Or A Meeting

DO's

  • Talk anecdotally about the customer experience that your product offers
  • Use phrases like ‘people will love’, ‘massive impact’ etc.
  • Use adjectives like ‘amazing’, ‘coolest’, ‘unbelievable’ etc.

DONT's

  • Avoid ifs and buts, don’t talk too much about the risks etc.
  • Don’t assume a yes just because they have not said no
  • Don’t push them to make a decision too fast, let them get comfortable first

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Toni is

  • Relationship and rapport can play an important role, sometimes more than the other factors.
  • Will you ever get a clear answer from Toni

  • They will probably never say no directly, you have to make that decision yourself.

Insights For Deal Planning

    How fast (or slow) will Toni move?

  • They are not the quickest decision makers, their friendly attitude could be misleading.
  • Can Toni take some risk or not?

  • They can accept limited risks, ones that they think will not impact them personally.

You And Toni

Personality Compatibility


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