The nation’s largest sporting goods retailer, Dick’s Sporting Goods, has unveiled a new store concept that includes an outdoor turf field and running track, rock-climbing wall and a high-tech batting cage. The concept store, dubbed Dick’s House of Sport, will open April 9 in Rochester, New York, and calls itself the “place athletes have been dreaming of.”
The store concept enables Dick’s to test new ideas to bring customers in the door and engage them for longer. Not only is the retailer seeing an opportunity to entice customers, the store offers a whole suite of products and services for athletes, including a dedicated service area that can break in gloves, repair bikes and string lacrosse sticks, as well as a new section for health and wellness products that promote recovery and well-being. The concept could make customers more loyal to the brand and view Dick’s as a not just a store, but as a more active player in the sporting world.
In total, the store is 100,000 square feet. The 17,000-sq.-ft. turf field and track will be open year-round and turn into an ice skating rink during the winter months, Chain Store Age reported. Dick’s House of Sort also boasts a putting, as well as its wide variety of sporting apparel and outdoor brands, footwear and gear for team sports, golf and fitness. A second House of Sport store is slated to open later this year in Knoxville, Tennessee.
“It will serve as a test and learning center and [we] will roll the most successful elements into our core Dick's stores," Lauren Hobart, CEO, said on a company earnings call in March.
See the full story at Chain Store Age.