Smart Retailers like Dick’s Sporting Goods have adapted to the fact that brick-and-mortar stores are looking very different from five or 10 years ago.
In early March 2021, Ed Stack, executive chairman, and chief merchandising officer of Dick’s Sporting Goods told analysts on a call that despite the challenges so many of us faced in 2020, his organization thrived. Its technological capacities and advanced omnichannel execution helped the business capitalize on the favorable shifts in consumer demand across golf, fitness, and lifestyle.
Clearly, Lauren Hobart who took over the role of CEO after Mr. Stack left early this year, and remarked that the success is reflected in efforts to modernize the company which paid off throughout the pandemic and surely will in the long term.
Dick’s Sporting Goods gained additional momentum now with the announcement of its e-commerce platform. Indeed, same-day services which are fully enabled via Cadi kiosks, are the hub of our omnichannel experience, both serving golfers on the course and supporting the local pro shop.
Like Dick’s Sporting Goods, our value comes from our technology, which includes AI and Big Data to make the customer experience truly personalized and tailored to an individual’s needs by allowing them to try a golf club right then and there on the golf green, or the tee. Similarly, any business that believes in an omnichannel experience as we do can transform any retail platform. Imagine – it can transform a declining brick-and-mortar store, a public park, a shopping mall, sporting events; and even a street corner into a revenue-generating destination.
In essence, Cadi is the portal between the growing digital world and the real world. As the digital world becomes part of everybody’s everyday life, retail technology will take on a greater role.
The popularity of e-commerce or omnichannel shopping experiences is not new. The COVID-19 situation, however, has accelerated the growth of this movement for businesses of every size.
In March 2020, much of the world went into lockdown, forcing many businesses to temporarily shut down. Today, cities are gradually relaxing restrictions, but the future is still uncertain. Even businesses that are reopening have restrictions enforcing social distancing, weakening, and limits on how many customers can enter a space at one time.
When traditional shopping becomes difficult, or may even be scary, people are increasingly inclined to shop online. The fact that consumers were already embracing Amazon or Dick’s with open arms made this transition considerably easier.
Let’s look at some of the reasons that customers are likely to continue shopping online, embracing omni channel platforms and eCommerce platforms.
- New shopping habits. Due to the quarantine, people’s way of buying items has changed. The situation has persisted long enough for these patterns to become ingrained. Certainly, when stores open to full capacity customers will venture out more. However, this doesn’t mean they’ll suddenly stop the fairly addictive, and comforting feeling of shopping online.
- COVID-19 fears aren’t going to disappear overnight. Even when the quarantine ends, people will be cautious and many will still prefer shopping from the safety of their homes.
- The rapid growth of mobile devices and the omnichannel experience is making it easier than ever to browse and shop online. Customers can place orders from their phones.
- Even as some items became scarce in physical stores there were options for ordering online. And things like toilet paper that became nonexistent in brick and mortar stores could be ordered or pre-ordered online.
Ultimately, Dick’s is recognizing that there is a shift that they need to embrace or they will disappear. As the shopping giant started to shift, we’re noticing something really great! People are finally able to buy into the future!
It’s also telling that the biggest player in sporting goods made a significant and risky pivot into the eCommerce industry, and the amount of revenue Dick’s made in e-commerce alone is enormous. It’s truly reflective of a huge change in part brought on by COVID-19.
Undoubtedly, a wave of innovation is happening and transforming the retail space. No one knows exactly what will happen once the world goes back to normal or if we will ever really ever be back to normal, but a massive change is transcending and we are excited to see what the process and the results will be.
Hit it Straight and Happy Spring!
The Cadi Team