dicks sporting goods

Evan Vosburgh

Jacob Abernathy

Krystal Plomatos

Hope Jordan

Everett Ching

Chris Trumbull

David Canavan

Rachel Stallworth

Dick’s Sporting Goods

S.W.O.T Team

Category

ConsumerStrategy

Hitting a Grand Slam

Training for Game Day

• 65 Surveys

• In-Store Observations & Interviews

• Web Crawling

• Competitive Analysis

76% of people surveyed agreed that, “I don’t see much of a difference”

76% of people surveyed agreed that, “I don’t see much of a difference”

76% of people surveyed agreed that, “I don’t see much of a difference”

Double Marked

Specialty Sporting Goods Stores

Mass MerchandisersLarge Format Sporting

Goods Stores

Why are you doing well?

Consumer

Hitting a Grand Slam

Who Priority DSG Delivers:

Team Families Place for one stop shopping Variety

Ath-LeisureLooking good while working

outBrands

Sports HobbyistsProducts that will help them enjoy the sports they love to

watch and playLow expertise and variety

Competitive EnthusiastsEquipment that will make them formidable enough to compete

High expertise and variety

Competitive ElitistsAdvanced level equipment and

a serious competitive edgeX

Athlete's Hierarchy of Needs

Self-actualization

Esteem

Love/Belonging

Safety

Physiological

Draft PickChampionship Ring

Letter JacketPersonal Records

Team Dinners, Halftime Huddle, Spirit Bags

Shin Guards, Jockstrap, Mouth Guard

Ball

Category

Consumer

Hitting a Grand Slam

Target the Fans and Just for

Fun

Sports for all?

Category

Consumer

Hitting a Grand Slam

Target the Fans and Just for

Fun

Return to what sports are

really about

Love of the game

What love of the game means

• Own-able

• Feeling we can rally around

• Elevates the brand

Category

Consumer

Hitting a Grand Slam

Target the Fans and Just for

Fun

Return to what sports are

really about

Strategy

Stand for Love of the Game

Love of the game at every touch point

Outside the Walls

Employee Experience

In-Store Experience

Where we Are

Where we Are

#1. Employee Experience

• Higher Calling

• DSG Playbook

• Incentivized Ongoing Learning

DestinationUtility

#2. In-Store

DestinationUtility

#2. In-Store

Functional

Interactive Tower

Play before you Pay

#3. Outside the walls

• Know about you & what you are doing

#3. Outside the walls

“If you did it and didn’t tell anybody, you didn’t do it.” -David Ogilvy

Measurability

• Internal – Employee turnover & satisfaction surveys

• In-Store – Foot Traffic & Equipment Demos

• Outside the Walls – Web Metrics & PR

Category

Consumer

Hitting a Grand Slam

Target the Fans and Just for

Fun

Return to what sports are

really about

Strategy

Stand for Love of the Game