“We are creating an experience that people cannot get anywhere else,” said Dick’s Sporting Goods President and CEO Lauren Hobart. “Athletes and communities are responding enthusiastically, traveling further, spending more time, and showing excitement for the products and experiences at House of Sport.”
(Image Source)
GLOAthletic retailer Dick’s Sporting Goods addressed the trend of shoppers demanding more experintial stores and offering during a call with analysts on May 29, discussing its first-quarter 2024 earnings. The company highlighted its experiential House of Sport stores, now numbering 14 locations, which cater to this evolving demand.
“We are creating an experience that people cannot get anywhere else,” said Dick’s Sporting Goods President and CEO Lauren Hobart. “Athletes and communities are responding enthusiastically, traveling further, spending more time, and showing excitement for the products and experiences at House of Sport.”
In the first quarter, Dick’s Sporting Goods opened two new House of Sport locations and plans to open six more this year. These stores offer interactive experiences that go beyond traditional retail, featuring climbing walls, sports cages, golf simulators, and fitness equipment for customers to test products in a realistic setting. The stores also host events and provide expert services, aiming to foster a deeper connection with the brand.
This focus on creating memorable in-store experiences responds to consumers’ desire for more than just transactional relationships with retailers; they seek community engagement and activities aligned with their lifestyles and passions. While eCommerce provides convenience, many shoppers still prefer the tangible interaction of physical stores.
The PYMNTS Intelligence study “2024 Global Digital Shopping Index: U.S. Edition” found that three-quarters of shoppers visit stores during their purchasing journey. The survey of over 2,400 U.S. consumers revealed that 44% prefer in-store shopping without digital engagement, 19% like digital assistance, and 11% choose online orders with in-store pickup. Consumers who use both digital and physical shopping channels are the most valuable to retailers.
“In Q1, we saw growth in our omnichannel athletes, our most dedicated customers, who spend more and shop more frequently than those using a single channel,” Hobart noted.
The ScoreCard loyalty program has significantly boosted digital engagement, with members accounting for over 70% of last year’s sales. Additionally, those using both the ScoreCard and the GameChanger app and website, which offers sports video streaming and other content, generated twice as much revenue as ScoreCard-only participants.
Overall, Dick’s Sporting Goods reported a 5% year-over-year increase in comparable sales and a 6% rise in net sales.
Source: GLO
