Dick's Sporting Goods 2011 Annual Report Download - page 9

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In a marketplace that’s increasingly populated by
online-only competitors, Dick’s omni-channel approach
stands out by efficiently linking our growing eCommerce
capabilities with our extensive network of brick-and-
mortar locations to create a wealth of unique advantages
for our customers.
IN 2012 —
› We will enhance our omni-channel value
proposition by launching a ship-from-store capability.
IN 2013 —
› We will introduce an in-store pick-up function
that will allow customers to order a product from our
eCommerce site and pick it up at their local Dick’s store
– significantly decreasing their wait time.
LOOKING FORWARD —
› With an eye toward continuous
improvement, we’re also investing in new talent, better
analytic tools, improved technology, more targeted
merchandising processes, and on-line marketing
opportunities, including a search engine optimization
initiative and a DKS mobile application to connect
with our customers on-the-go.
Dick’s commitment to excellent customer service is reflected by our
steady development of a comprehensive omni-channel distribution
platform. The goal of this initiative is to leverage all of our sales channels
to deliver a consistent, seamless and high-quality customer experience—
across our stores, on the web and via mobile technology.
Our omni-channel presence enables
Dick’s customers to access our
excellent service, tap our in-depth
product knowledge and shop our
extensive product assortment from
any location, at any time.
BUILDING A POWERFUL
OMNI-CHANNEL PRESENCE
7