Thanks for Visiting!

Register for free to get the full story.

Sign Up
Already have a Placer.ai account? Log In

Placer Highlight: Dick’s Sporting Goods’ Comprehensive Approach to Omnichannel

by 
Shira Petrack
 on 
March 17, 2022
Placer Highlight: Dick’s Sporting Goods’ Comprehensive Approach to Omnichannel

Dick’s Sporting Goods is taking its omnichannel strategy to the next level by adding an experiential component to its already strong digital and brick and mortar presence. We analyzed some of the brand’s recent ventures to see what we can learn from this omnichannel pioneer.

Dick’s Sporting Goods’ Winning Omnichannel Strategy 

Dick’s Sporting Goods has been working to make its technology and physical stores complement and elevate each other for almost a decade. The company started shipping online orders directly from its stores in 2013 and launched “Buy Online Pick-up In Stores” (BOPIS) already in 2014 – long before the pandemic made BOPIS widespread. And while Dick’s has been investing heavily in its digital infrastructure, the company openly declares that “stores are the hub of our omni-channel ecosystem”; Dick’s understands that physical stores are a critical and central component of any winning omnichannel strategy. 

Dick’s Main Brand vs. Dick’s Specialty Stores 

The best omnichannel retailers know that it’s not enough to have one digital and one brick and mortar channel working hand in hand, especially since different types of digital apps and physical channels appeal to different customers. Dick’s understands this and operates various types of digital channels and applications alongside a diverse portfolio of brick and mortar chains that include the main brand Dick’s Sporting Goods, Golf Galaxy, and Field & Stream. 

Comparing foot-traffic data between the main Dick’s brands and the company’s Golf Galaxy and Field & Stream brands provides some compelling insights. Despite the continuing impact of the pandemic, average visits per venue for Dick’s Sporting Goods stores were remarkably strong in 2021, with foot traffic per store even with or exceeding 2019 levels every quarter. But Dick’s Sporting Goods’ resilience pales in comparison to the truly remarkable growth in visits per venue for Golf Galaxy and Field & Stream; both saw double digit growth in visits per venue every quarter of 2021.

Different Brands, Different Shopping Experiences 

Operating the specialty stores alongside the main brand gives the company several advantages. Although there is some product overlap between the main stores and Golf Galaxy and Field & Stream, maintaining the specialty brands enables Dick’s to carry a wider range of specialized products relating to golf, hunting, and fishing without taking up too much inventory space. 

The specialty brands also help Dick’s channel the customers only interested in outdoor recreation or golf to stores staffed with specially-trained associates. They facilitate product discovery and create a more personalized shopping experience. 

Analyzing customer loyalty numbers confirms that the different brands fill varied shopping needs. Whereas nearly half of Dick’s Sporting Goods’ customers visited the main stores twice between July and December, only around a quarter of customers returned to Golf Galaxy and Field & Stream more than once in the same period. 

Since the shares of loyal visitors for all three brands has remained relatively steady between 2019 and 2021, this data reflects a likely fundamental distinction between the brands: Dick’s Sporting Goods customers visit more often as part of their regular shopping routines, to check out the latest sneakers or buy new workout gear. Visitors to Golf Galaxy and Field & Stream, on the other hand, visit the stores once in a while to buy particular pieces of specialized equipment. Dick’s ability to cater to both types of shopping needs through its different physical channels is one important key to its success. 

Incorporating Experiential into Omnichannel 

Dick’s is also one of the first retailers to understand that a comprehensive omnichannel strategy must include an experiential component. Dick’s first House of Sport opened near Rochester, NY in April 2021, and includes an indoor climbing wall and batting cage, as well as an outdoor track and field. And, in October 2021, the retailer added an ice rink to the mix. 

Visitors can test the equipment sold at the store, take various sports and fitness classes, practice individually or with teams, and get advice on recovery and well-being. Following the success of its first location, Dick’s opened a second House of Sport in Knoxville, TN and is now planning a third store in Minnetonka, MN

Comparing visits per square ft. for the first House of Sport in Upstate New York to other nearby locations confirms the success of the initiative. Although the House of Sport is substantially larger than the other Dick’s locations, it consistently boasts significantly higher visits per sq. ft.

Taking Risks and Staying Agile 

Dick’s has also shown an unusual willingness to take risks. Despite the success of the Field & Stream brand, Dick’s sold eight of the brand’s stores to Sportsman’s Warehouse in 2019, as part of the company’s effort to pull back from the firearms space. But instead of pulling away from the outdoor concept altogether, the company launched a new store format called Public Lands that focuses on hiking and other non-hunting outdoor activities. 

The first Public Lands store opened in September 2021 in Cranberry Township, PA, replacing the Field & Stream store that previously existed at that location. Early foot traffic data already shows that the Public Lands store is attracting visitors from a much larger radius when compared to the trade area of the nearby regular Dick’s Sporting Goods location. 

A second Public Lands location opened in Columbus, OH in November 2021. Given the recent rise in nature-based recreation along with Dick’s proven ability to move fast in implementing winning concepts, the two Public Lands stores are likely just the beginning.


For more data-based retail and consumer insights, visit our blog.

Get 3 brand & industry
breakdowns every week

Subscribe to the newsletter

Great! Prepare your inbox for data-driven insights...
Oops! Something went wrong while submitting the form.

Get a Demo

Please enter your first name
Please enter your last name
Please provide a valid email
Please enter your email
Please enter company name

Thanks for reaching out!

One of our experts will be in touch soon

Try Placer.ai Free
Oops! Something went wrong while submitting the form.
The CAVA Craze: A Location Intelligence Perspective on the Mediterranean Marvel
How Will Primark’s US Expansion Impact Target?
All Eyes on Eyewear
Northwestern U.S. Grocery Dive
Return of the Lunch: Salad Chains Are Thriving
Retail Media Networks – Off the Beaten Track
Bet Your Bottom Dollar: Discount and Dollar Stores Drive Foot Traffic
Ulta & Lululemon: Discretionary Spending On The Up
The Score After Q1: Sporting Goods Chains
Who Uses NYC Airports: Biting Into The Big Apple’s Main Transport Hubs
Off Price: Strength in The Face of Retail Challenges
Visits Improve for Home Improvement
Walmart, Target & Wholesalers in Q1 2023 – The Return of Mission-Driven Shopping?
Department Store Roundup: Q1 2023
Placer.ai Office Index: April 2023 Recap
Placer.ai Mall Index, April 2023 – A Rebound on the Horizon?
How Will Bed Bath & Beyond’s Bankruptcy Impact the Retail Space?
Buffet Restaurants: Filling Up on Foot Traffic
Thrift Stores: Vintage Visits Drive New Age in Apparel
The Windy City: A Hub of Post-Pandemic Opportunity
Diving into Dining Traffic - Q1 2023
Bring On The Joe
A Dollar (or more) For Your Thoughts: Five Below and pOpshelf
Dining Out With The Cheesecake Factory
Retail Foot Traffic Recap – March 2023
Digging Into 2023: McDonald’s and Chipotle Update
Placer.ai Office Index: March 2023 Recap
How Did Key Retail Categories Perform in Q1 2023?
Northeastern USA Grocery Dive
Movie Theaters Storylines for 2023
Ollie's Bargain Outlet: Discounters are Evolving
Leveraging Brick-and-Mortar Retail in 2023
America’s Evolving Work Patterns: A Deep-Dive into New York and Chicago
Placer.ai Mall Index March 2023
Tuning Into Record Stores
Five Franchises To Watch in 2023
What’s Next For Domestic Tourism?
It’s Showtime! Movie Theaters in the Spotlight
5 Limited Time Offers (LTOs) Driving Restaurant Traffic
Department Store Deep-Dive: Belk
Regional Grocery Chains Staying Ahead of the Competition
Five Chains that Rightsized for Success
Unlocking the Potential of Offline Retail Media Networks
Dining Out With Darden
What’s in Store for Self-Storage?
Nike & lululemon Update: Strong Performance Amid Expansion Plans
Many Ways to Win: Midwest Grocery Deep Dive
Retail, Reinvented: The Rise of the Pop-Up Shop
Navigating a New Normal in Business Travel & Commutes
Placer.ai Office Index: February 2023 Recap
Retail Categories Staying Strong in Volatile Environment
Ulta Beauty: Poised for Success into 2023
Placer.ai Mall Index February 2023: Reasons for Continued Optimism
Catching Up With DICK’s & Hibbett
The Miami-Dade Arena: An Advertising Slam Dunk
Car Washes Revving Up Visits
Tuesday Morning and Sunrises in Home Furnishing
Dining & Valentine’s Day Recap
2023: The Year of the Discount Store
Aldi’s Success Highlights Growing Demand for Value Groceries
5 Retail & Service Categories Holding onto Pandemic Gains in 2023
Visitor Insights from Super Bowl 2023
2023 First Look: Home Improvement Update
How Are Target, Walmart, and Wholesale Clubs Faring in 2023?
Department Store Deep-Dive: Nordstrom
Off-Price: Taking Off in Uncertain Times
Checking in On Middle-Class Hubs
Who Attends the Super Bowl?
Placer.ai Office Index: January 2023 Recap
Focusing On Fitness: Q4 and January Recap
Placer.ai Mall Index: January 2023 – Returning Mall Normalcy?
Location Intelligence Insights Into Concert Attendance
Winning Dining Strategies for 2023
In-N-Out Burger: What to Expect as the Brand Moves East
Location Intelligence Breakdown: Coffee Caps-Off 2022
Digitally Native Brands Lean Into Brick & Mortar
Washington, D.C. Population Changes & Migration Trends
A Location Intelligence Perspective on Macy’s Rightsizing
Amazon-Powered Shopping: The Future of Brick-and-Mortar Grocery?
Cold Weather, Hot Visits: Diving into Winter Resorts
Wawa and 7-Eleven: Leaning Into the “Slurpee Effect”
2022 and Beyond: Catching Up With McDonald’s & Chipotle
Let’s Have Some Fun! Going Out Is In
Placer.ai’s Q4 2022 Quarterly Index
Placer.ai Adds Industry Executives to Leadership Team To Drive Company's Next Phase of Growth
5 Emerging Retail Formats: 2023’s Brick-and-Mortar Evolution
Grocery Update: Zooming in on the Lone Star State
2022 Office Recap: The Year of the TGIF Work Week
What Lies Ahead for Brick-and-Mortar Luxury in 2023
Placer.ai Mall Indexes: December 2022 Recap
Looking Back on 2022’s Holiday Shopping Season
Post-Pandemic Migration Trends in New York
Top Retailers for 2023
The Live Sports Advertising Opportunity
Domestic Migration to the Mountain States: Small Shifts with Big Implications
New Year, New Food: 5 Dining Trends For 2023
Announcing Placer.ai’s COVID RECOVERY DASHBOARD
This is Why Shop-in-Shops Are Everywhere
Super Saturday 2022 Recap
The San Francisco Shift