Dick's Sporting Goods 2015 Annual Report Download - page 11

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Retail Concept Development.€In fiscal 2015, we opened nine new Field & Stream stores, a specialized outdoor concept. In
fiscal 2016, we plan to open approximately nine additional Field & Stream locations. These highly specialized concept stores
enable us to connect with outdoor enthusiasts in their own element, giving us valuable insight into key merchandise categories
that we can apply across our entire network. We also test concepts from time to time, such as our True Runner and Chelsea
Collective concept stores.
Strategic Marketing.€Our marketing program is designed to build loyalty for the Dick's Sporting Goods brand while promoting
our broad assortment of brand name sporting goods equipment, apparel and footwear in a specialty store environment. While
we continue to market our merchandise assortment through traditional channels, such as newspaper and direct mail pieces, we
have developed brand-building marketing campaigns focused on building passion and loyalty to the Dick's Sporting Goods
brand and shifted our advertising mix to include more digital marketing. We continue to optimize our media mix by shifting to
more efficient and effective marketing channels and by leveraging our extensive and expanding customer relationship
marketing database from our "ScoreCard" loyalty program. The Company is also actively involved in communities, sponsoring
thousands of teams in various sports at the local level.
Merchandising
The following table sets forth the approximate percentage of our sales attributable to the hardlines, apparel and footwear
categories for the periods presented:
Fiscal Year
Category 2015 2014 2013
Hardlines€(1) 45%44%44%
Apparel 35%36%35%
Footwear 19%19%20%
Other€(2) 1%1%1%
Total 100%100%100%
(1) Includes items such as sporting goods equipment, fitness equipment, golf equipment and hunting and fishing gear.
(2) Includes the Company's non-merchandise sales categories, including in-store services and shipping revenues.
Selling Channels
We offer products to our customers through our retail stores and online. Although we sell through both of these channels, we
believe that sales in one channel are not independent of the other. Regardless of the sales channel, we seek to provide our
customers with a seamless omni-channel shopping experience.
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.
The Company seeks to expand its presence through the opening of new stores and the Company believes it has the
potential to reach approximately 1,100 Dick's Sporting Goods locations, including smaller-market locations across the
United States. The Company believes that growing its store network and eCommerce business simultaneously, will enable
it to profitably grow the business by delivering an omni-channel shopping experience for its customers. The Company also
makes continued investments in its store locations in order to maintain its brand standards and improve its customers'
shopping experience.
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