Over the past few years, DICK’S Sporting Goods has seen a significant uptick in mobile traffic and sales. To keep mobile-savvy shoppers engaged and satisfied, the sporting goods retailer has re-designed and re-launched its mobile app for Android and iOS smartphones.
“We are aware of our customers’ affinity for their mobile device and are committed to ensuring they have the best mobile experience to engage with us when and where they would like,” said Rafeh Masood, VP of Customer Innovation Technology at DICK’s Sporting Goods. “We are placing a high emphasis on how our customer’s mobile device can enhance their in-store shopping experience.”
With the updated app, consumers will have anytime, anywhere access to their ScoreCard Rewards Program accounts, points, special offers and store ads, as well as all product inventory.
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“Integration with ScoreCard allows us to provide a seamless experience across channels,” explained Masood in an interview with Retail TouchPoints. “Our focus is to improve our customer experience by offering the convenience of retrieving ScoreCard information on devices at checkout, check point balance, as well as redeem any available certificates. It also provides a platform to continue to build and offer convenience across all customer channels.”
While on the go, consumers also will be able to more easily engage with the DICK’s brand on social media, including Facebook, Twitter, Pinterest and Foursquare, and look up nearby locations. However, while in-store, consumers have access to a wealth of resources and information to enrich their brick-and-mortar shopping experience.
For example, the app has built-in barcode scanner functionality, so shoppers can scan product and marketing QR codes to access more detailed descriptions, relevant news, prices and user reviews.
“Customers are looking for the convenience of mobile to complement their shopping experience,” Masood explained. “Connecting our customers with rich content to assist their shopping experience or providing them information on their activity of choice is essential.”
Shopper feedback plays a “very important” role in the DICK’S Sporting Goods roadmap, according to Masood. The retailer continuously monitors and analyzes feedback from app stores, within the mobile app and through usability studies.
Since simplifying the overall experience and adding the new features, DICK’S Sporting Goods has seen mobile engagement levels rise.
“More and more customers are downloading the current version of the app than previous releases,” Masood said. “Features such as Scorecard and in-store mobile are definitely adding value and driving adoption.Customers love the simplified look and feel and the convenience of having the information at their fingertips, which is reflected in the uptick of downloads we’re experiencing in comparison to previous versions of the app.”
Although customer sentiment is high, DICK’S Sporting Goods plans to continue to enhance the app experience based on the feedback retrieved from users.
