Retailers this year have been forced to adapt to a shifting environment of store closures and social distancing, and naturally, some have done a better job of that than others. Among those that have outperformed their peers, many can point to the strength of their omnichannel offerings. Others benefited from increased consumer demand in their specific niches.
Dick’s Sporting Goods was well-positioned in categories that grew in popularity as the COVID-19 pandemic reshaped our lives. Health, fitness, and solitary leisure activities have been at the front of consumers’ minds. As a sporting goods retailer with a strong digital presence, Dick has been growing. Here’s an in-depth look at what could keep that growth going.
Strong omnichannel and digital capabilities
Dick’s e-commerce revenue increased by 194% in its fiscal second quarter. Its omnichannel programs — BOPIS (or, buy online, pick up in store), ship-from-store, and curbside pickup — accounted for more than 75% of e-commerce orders in the period, that ended Aug. 1.
