Dive Brief:
- Dick’s Sporting Goods is enhancing investing in associates and in-store technology to build on the success of its experience-driven store concepts like House of Sport and Field House, executives said on a Q4 2024 earnings call Tuesday.
- The sporting goods retailer is expanding its use of RFID, which uses electronic tags to track individual items, to help associates quickly locate products and get them into customers’ hands, according to President and CEO Lauren Hobart.
- Footwear is a major CX focus for the brand. Dick’s is training associates on the category and hiring experts with in-store footwear experience, while the retailer’s website and app now feature 3D imagery of shoes to assist browsers.
Dive Insight:
Dick’s emphasis on premium experiences is paying off.
House of Sport locations, which put an emphasis on immersive in-store experiences through features like climbing walls and simulated driving ranges, are attracting customers who stay longer and spend more than the typical Dick’s shopper, according to Hobart.
Field House, a concept which applies lessons from House of Sport to elevate the customer experience in smaller Dick’s locations, is likewise “delivering incredibly strong results,” Hobart said.
The retailer recorded 6.4% year-over-year same-store sales growth in the fourth quarter of 2024, according to an earnings report. Net sales rose 0.5% year over year during the fourth quarter of 2024 despite there being one fewer week than in the fourth quarter of 2023.
Dick’s aims to maintain its momentum by investing in technology and associates to help keep its offerings ahead of the competition.
“We’ve been putting a focus on athlete experience, but similarly on teammate experience and making sure that we hire the best team and provide them with the tools they need,” Hobart said during the call. “They are an incredible team and that’s been a huge advantage to us.”
For instance, RFID will not only speed up customer interactions, but help keep stores fully stocked. Associates can now scan entire footwear displays in moments to see if any products need replenishment, according to Hobart.
Delivery speed is a key focus for Dick’s e-commerce business. While the retailer prioritizes reliability over speed, it will still continue to leverage its stores for fast, efficient deliveries.
In-store technology investments will help power convenience no matter how customers choose to shop, according to Hobart. The company’s e-commerce sales are rising, and better cross-channel experiences can help Dick’s capture more market share.
“We are attacking this opportunity with aggressive investments in technology and marketing aimed at enhancing the omnichannel athlete experience and driving greater consideration for dicks.com,” Hobart said.
