Strategic Recommendations for Dick's Sporting Goods -VCU Brandcenter

1. Evan Vosburgh Everett Ching
Jacob Abernathy Chris Trumbull
Krystal Plomatos David Canavan
Hope Jordan Rachel Stallworth

2. Dick’s Sporting
Goods
S.W.O.T Team

3. Category
Strategy Consumer
Hitting a Grand Slam

4. Training for Game
Day
• 65 Surveys
• In-Store Observations & Interviews
• Web Crawling
• Competitive Analysis

5. 76% of people surveyed agreed that,
“I don’t see much of a difference”

6. 76% of people surveyed agreed that,
“I don’t see much of a difference”

7. 76% of people surveyed agreed that,
“I don’t see much of a difference”

8. Double Marked
Large Format Sporting Specialty Sporting
Mass Merchandisers
Goods Stores Goods Stores

9. Why are you doing well?

10. Consumer
Hitting a Grand Slam

11. Who Priority DSG Delivers:
Team Families Place for one stop shopping Variety
Looking good while working
Ath-Leisure Brands
out
Products that will help them
Sports Hobbyists enjoy the sports they love to Low expertise and variety
watch and play
Equipment that will make them High expertise and variety
Competitive Enthusiasts formidable enough to compete
Advanced level equipment and
Competitive Elitists X
a serious competitive edge

13. Athlete's Hierarchy of Needs
Draft Pick
Championship Ring
Self-actualization
Letter Jacket
Esteem Personal Records
Team Dinners, Halftime Huddle,
Love/Belonging Spirit Bags
Shin Guards, Jockstrap,
Safety Mouth Guard
Physiological Ball

14. Category
Consumer
Target the Fans
and Just for
Fun
Hitting a Grand Slam

16. Sports for all?

17. Category
Return to what
sports are
really about
Consumer
Target the Fans
and Just for
Fun
Hitting a Grand Slam

18. Love of the game

19. What love of the
game means
• Own-able
• Feeling we can rally around
• Elevates the brand

20. Category
Return to what
sports are
really about
Strategy Consumer
Target the Fans
Stand for Love
and Just for
of the Game
Fun
Hitting a Grand Slam

21. Love of the game at
every touch point
Employee In-Store Outside the
Experience Experience Walls

22. Where we Are

23. Where we Are

24. #1. Employee
Experience
• Higher Calling
• DSG Playbook
• Incentivized Ongoing Learning

26. #2. In-Store
Utility Destination

27. #2. In-Store
Functional
Utility Destination

28. Interactive Tower

29. Play before you Pay

30. #3. Outside the
walls
• Know about you & what you are doing

31. #3. Outside the
walls
“If you did it and didn’t tell anybody, you didn’t
do it.” -David Ogilvy

32. Measurability
• Internal – Employee turnover & satisfaction
surveys
• In-Store – Foot Traffic & Equipment Demos
• Outside the Walls – Web Metrics & PR

33. Category
Return to what
sports are
really about
Strategy Consumer
Target the Fans
Stand for Love
and Just for
of the Game
Fun
Hitting a Grand Slam