DICK’S Sporting Goods 3rd Quarter Results Show Clear but Difficult Direction

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PITTSBURGH, Nov. 14, 2017 /PRNewswire/ — DICK’S Sporting Goods, Inc. (NYSE: DKS), the largest U.S. based full-line omni-channel sporting goods retailer, today reported sales and earnings results for the third

Source: DICK’S Sporting Goods Reports Third Quarter Results

Earlier this year Dick’s launched a new private label in their Second Skin apparel.

DICK’S Sporting Goods Launches Compression Brand Second Skin – The Business Journals | Disruption for Under Armour

In the last two months the brand has been running a dedicated Facebook campaign to highlight the brand. While I think the campaign and direction of the company is smart, it’s also wrong. Dick’s, like other sportswear and non-sportswear companies are all making the same mistakes. There is an over reliance on the benefits of social media vs search. Companies spend an inordinate amount of time promoting via social which doesn’t lend itself to educating the consumer. The companies can educate better via their own platforms while also building search, but that’s another article.

The interesting thing in this quarterly report is the use of the term “omnichannel” and the disclosure that growth would be limited as DSG looks to “increase investments in our eCommerce business, the technology in our stores and store payroll in order to enhance the customer experience. Meaningful investments will also be made to DICK’S Team Sports HQ, and in the development and support of our private brands.”  This paragraph speaks to the clear understanding DSG has about where growth and recovery can take place for the chain. It’s one of the best statements on offsetting the difficult retail environment I’ve seen.

The customer experience will be based on employee knowledge and the ability to transmit information giving the consumer a better shopping experience. Investment in payroll will allow for a more informed store associate. With technology the UX online has to work cross platform with store locations creating a seamless experience for the customer who doesn’t want to spend time walking around a big box location. A true ominichannel experience can enhance the big box appeal of DSG. The company understands this and they discussed their rewards program in the conference call and earnings statement. To learn more about DSG’s 3rd Quarter use the source link above and you can listen in on the conference call:

The Company will host a conference call today at 10:00 a.m. Eastern Time to discuss the third quarter results. Investors will have the opportunity to listen to the earnings conference call over the internet through the Company’s website located at investors.DICKS.com. To listen to the live call, please go to the website at least fifteen minutes early to register, download and install any necessary audio software.

In addition to the webcast, the call can be accessed by dialing (877) 443-5743 (domestic callers) or (412) 902-6617 (international callers) and requesting the “DICK’S Sporting Goods Earnings Call.”

For those who cannot listen to the live webcast, it will be archived on the Company’s website for approximately 30 days. In addition, a dial-in replay of the call will be available. To listen to the replay, investors should dial (877) 344-7529 (domestic callers) or (412) 317-0088 (international callers) and enter confirmation code 10113127. The dial-in replay will be available for approximately 30 days following the live call.

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Chris Burns
Chris Burns
Founder, Writer and Webmaster at ARCH & CBP
Chris B. is the founder of ARCH.

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