Dick’s continues to invest in its brand, and utilized the recent Winter Olympics in an attempt to reach potential customers. It has used its Scorecard database to leverage digital channels to personalize offerings. There are also further opportunities to reevaluate the poor launch of its Second Skin brand, and address its shortcomings.
There remain opportunities for Dick’s to capture displaced market share offered by competitor bankruptcy and market consolidation. There are also opportunities to open new stores in new and under-penetrated markets. Dick’s has also expressed an interest in continuing to drive digital growth, both through its online website, and through digital marketing campaigns.
Dick’s faces an environment of growing e-commerce sales in the
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They will also be able to have control over processes including development, testing, and implementation of new products and align/revamp their fulfillment centers and distribution networks.
Retail Store Modifications
One of Dick’s advantages is their physical retail stores; providing a memorable, shareable, and technology enabled experience will be the brand for these stores.
Dick’s should leverage the Digital Transformation initiative to evolve their physical and digital retails store to be localized to their region to provide a customized experience. Having better access to customer data will enable Dick’s to tailor their local inventory to the needs of that customer base. Getting customers to retail store is the biggest challenge, once they are there Dick’s must ensure they have the right inventory at the right price to promote a buying decision. Customized local inventory coupled with a price guarantee strategy will prevent customers from leaving or buying online through another