Dick’s Sporting Goods announced the debut of an additional buy online-store pickup program in 100 of its 560 stores. The retailer is increasing the ship-to-store assortment by 120 percent, further leveraging stores to fulfill online orders.
“This is really in its infant stage right now and will accelerate through the balance of the year,” said Joe Schmidt, COO and president, during an earnings call. Schmidt added that the company is “building a multi-banner with our best in class partners.”
E-commerce represented 12.2 percent of Dick’s total sales in its fiscal fourth quarter. Net sales were $1.9 billion for the quarter, making online sales roughly $232 billion, an increase of 68 percent from the $138 billion earned in the year-prior. For 2013, e-commerce sales grew 65 percent to more than $480 million and represented 7.9 percent of total sales.
The company said its marketing team was particularly aggressive this quarter promoting Dicks.com. Television advertisements specifically for Dicks.com were filmed for the first time in the company’s history. Schmidt remarked that the ads delivered “great results” and helped drive traffic to its online storefront.
