Dick’s Sporting Goods is investing in the in-store experience, including more training on footwear for staffers. The largest full-line sporting goods chain in the U.S., which ended fiscal year 2018 with more than 858 doors and 42.2-million sq. ft. of retail space across three banners, wants stronger brick-and mortar productivity through better in-stocks of key items; more in-store experiences for its customers: a stronger e-commerce fulfillment platform to battle rivals, including online nemesis Amazon; and more access to technology solutions to make it all happen. Dick’s will spend an estimated $60 million this year, including $30 million from expense cut savings, on three areas: $35 million to enhance the in-store experience; $15 million on e-commerce fulfillment that includes the opening of CA and NY distribution centers in Q3; and $10 million on technology.
A key element of the strategy will be more in-depth training for employees to equip them with more knowledge and selling skills. The renewed focus on merchandise assortment includes the elimination of the hunt category in 125 additional doors by Q3, up from 10 last year, to more footwear, apparel, team sports, golf and private offerings.
Additionally, basic products such as certain Nike running shorts or key Adidas training shoes that don’t have “a short shelf life” and won’t need to be promoted will be integral in the go-forward inventory mix.
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