Dick's Sporting Goods 2014 Annual Report Download - page 33

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7
Retail Stores:
Store Format. Each of our Dick's Sporting Goods stores unites several sports specialty stores under one roof and typically
contains the following specialty shops: Footwear, Team Sports, Outdoor Lodge, Golf, Fitness and Athletic Apparel. We
believe our "store-within-a-store" concept creates a unique shopping environment by combining the convenience, broad
assortment and competitive prices of large format stores with the brand names, deep product selection and customer service
of a specialty store. Our Golf Galaxy and Field & Stream stores are designed to create an exciting and interactive shopping
environment for the sporting enthusiast that highlights our extensive product assortments and value-added services.
Our primary prototype Dick's Sporting Goods store is a single-level store of approximately 50,000 square feet. We also
have a prototype two-level store of approximately 80,000 square feet for those trade areas that have sufficient in-profile
customers to support it as well as a smaller-market model that is approximately 35,000 to 40,000 square feet. Our primary
prototype Golf Galaxy store is a single-level store that generally ranges from 13,000 to 18,000 square feet. In addition, we
also have a prototype Golf Galaxy store of approximately 35,000 square feet, which includes more services and
experiential shopping. Our primary prototype Field & Stream store is a single-level store of approximately 50,000 square
feet. In our Dick's Sporting Goods stores, approximately 83% of store space is used for selling and approximately 17% is
used for backroom storage of merchandise, receiving and office space.
We seek to encourage cross-selling and impulse buying through the layout of our departments. We provide a bright, open
shopping environment through the use of glass, lights and lower shelving that enable customers to see the array of
merchandise offered throughout our stores. We avoid the warehouse store look featured by some of our large format
competitors.
Store Associates and Operations. We strive to complement our merchandise selection and innovative store design with
superior customer service. We seek to recruit sports enthusiasts to serve as sales associates because we believe that they are
more knowledgeable and passionate about the products they sell. For example, we currently employ bicycle mechanics
who sell and service bicycles and running specialists who provide expertise and perform gait analysis to match footwear to
a customer’s running style. As of January 31, 2015, we employed 887 bicycle mechanics and 572 running specialists. We
believe that our associates' enthusiasm and ability to demonstrate and explain the advantages of products lead to increased
sales. We believe our prompt, knowledgeable and enthusiastic service fosters the confidence and loyalty of our customers
and differentiates us from other large format sporting goods stores.
Our Dick's Sporting Goods stores are typically open seven days a week, generally from 9:00 a.m. to 9:30 p.m. Monday
through Saturday and 10:00 a.m. to 7:00 p.m. on Sunday. Our Golf Galaxy stores are typically open seven days a week,
generally from 10:00 a.m. to 9:00 p.m. Monday through Saturday and 10:00 a.m. to 6:00 p.m. on Sunday.
Support Services. At our Dick's Sporting Goods stores and Golf Galaxy stores, we offer a complete range of expert golf
services, including custom club fitting, club repair and grip and shaft installation for drivers, irons and putters, and we also
have certified club technicians on hand. We offer private lessons with our PGA and LPGA professionals in our Golf Galaxy
Stores. Our Dick's Sporting Goods stores also feature bicycle maintenance and repair stations on the sales floor that allow
our bicycle mechanics to service bicycles in addition to assisting customers. At our Dick's Sporting Goods stores, we also
steam baseball gloves, string tennis racquets and lacrosse sticks, sharpen ice skates, provide home delivery and assembly of
fitness equipment, provide scope mounting and bore sighting services, cut arrows, sell hunting and fishing licenses and fill
CO2 tanks for paintball.
Site Selection and Store Expansion. We select geographic markets and store sites based on a variety of factors, including
demographic information, quality and nature of neighboring tenants, store visibility and accessibility. Key demographics
include population density, household income, age and average number of occupants per household. In addition to these
demographics, golf and outdoor recreation participation rates are considered in selecting sites for our Golf Galaxy and
Field & Stream stores. We seek to locate our Dick's Sporting Goods stores in primary retail centers with an emphasis on
co-tenants, including major discount retailers such as Wal-Mart or Target, or specialty retailers from other categories such
as Lowe's or Best Buy.