Dick’s Sporting Items Opening New Shops

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The transformation of Dick’s Sporting Goods into a seasoned omnichannel retailer is in full swing, according to executives, as consumer demand for sports equipment and apparel remains high.

The company reported Wednesday (August 25) that sales in the same store through July 31 were up 19.2 percent compared to the same period last year. Executives have raised their already optimistic forecast for the full year even higher, as sales continue to be higher than executives expected.

Dick’s expects to open six new stores and eight specialty concept stores in 2021, including the conversion of two former Field & Stream stores into Public Lands stores. The company also expects to move eleven stores in 2021.

“We said 2021 would be the year with the most changes in our history, and it certainly has been,” said Executive Chairman Ed Stack in the company announcement. “We continue to work at a very high level and invest in our future in order to rethink the athlete experience in our core business and with new concepts.”

He added that he was “very pleased with the strength of our business and confident about our growth opportunities.”

Dick’s net sales were $ 6.19 billion for the second quarter of fiscal 2021, up 53 percent from the second quarter of 2020 and up 48 percent from the same point in time two years ago.

Although ecommerce sales plummeted 28 percent year over year in the second quarter, it was part of a concerted effort by Dick’s to bring more shoppers into their stores to delve into its increasing focus on experience shopping. Digital sales increased 111 percent compared to 2019; Overall, e-commerce has grown from 12 percent of Dick’s net sales in 2019 to 18 percent this year.

Dicks forecasts net sales of $ 11.5 billion to $ 11.7 billion for fiscal 2021, an increase of 18 to 20 percent from $ 9.6 billion a year earlier and an increase of $ 10.5 billion to $ 10.8 billion, which was forecast at the end of the first quarter.

Related: Dick’s outlines bold, experiential retail future after record first quarter results

Stack told investors during the company’s first quarter conference call that they would expect a more hands-on business model if the company focused on building an omnichannel business. “We are rethinking the athlete experience, both in our core business and through new concepts that we have worked on over the past few years and that will jointly drive our future growth,” he said.

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Above: Eighty percent of consumers are interested in non-traditional checkout options like self-service, but only 35 percent have been able to use them for their recent purchases. Today’s Self-Service Shopping Journey, a collaboration between PYMNTS and Toshiba, analyzed over 2,500 responses to learn how merchants can address availability and perception issues to meet demand for self-service kiosks.