Dick's Sporting Goods 2010 Annual Report Download - page 12

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THE
LODGE
Our in-store specialty services include rifle-scope
mounting, bore sighting, fishing line spooling, arrow
cutting and access to on-site archery lanes where
customers can put our products to the test.
Our commitment to first-rate service is reinforced by our
nationwide team of PGA and LPGA pros who offer expert
product guidance, hands-on playing techniques and
informed opinions about local courses.
GOLF
PRO SHOP
The Lodge at Dick’s stocks authentic gear for an extensive variety of outdoor pursuits, from hunting, camping
and fishing, to kayaking and paintball. Our product lineup includes high-quality items from trusted national
brands, such as Coleman, Remington, Shimano and Old Town Canoes & Kayaks, as well as exclusive products
from our own private brands, which include the popular Field & Stream line. We make sure to stock a careful
balance of classic equipment, like fishing poles and compasses, alongside a growing menu of high-tech
products, such as rotomolded kayaks and global positioning systems. We help our customers to quickly
size-up the right products for their needs by employing a “good-better-best” display format that clearly
defines the distinctions and benefits of different product options within the same category. At the heart of the
Lodge is our high-caliber team of sales associates — including seasoned campers, fishermen, kayakers and
rock climbers, among others — who have first-hand knowledge of the local terrain and direct experience in
using our products. Together, these experts deliver a combination of personalized attention and informed
assistance to outdoorsmen of virtually every kind, at every skill level.
The Golf Pro Shop is a true golfer’s destination store, featuring brand-name apparel, equipment, footwear and
accessories, as well as value-added services and personalized assistance from on-site PGA and LPGA pros.
Today’s golfers rely on cutting-edge technology to stay at the top of their game, so we make it a priority to be
among the first-to-market with the latest advances in new equipment from the industry’s top manufacturers,
including TaylorMade-adidas Golf, Callaway Golf, Titleist, Adams Golf, FootJoy and Nike. We also feature a
wide variety of exclusive products, including merchandise from our own Walter Hagen, Slazenger and MAXFLI
private brands. We complement this assortment with a menu of specialized services, such as custom fitting,
club repair and re-gripping, as well as convenient special order and home shipping capabilities. And because
we know how vital it is to step up to the tee with the right equipment every time, we provide on-site golf
simulators and putting greens where our customers can test-drive potential purchases.
10