Transforming the retail experience to better serve the sports community.
September 2018 – December 2018
Team: Samantha C., Ross B., John D., Ashwath K., Julia O., Cindy Q. // Role: Collaborator
Data shows that customers who use in-store services often have higher lifetime value and higher engagement with that brand. Our client Dick’s Sporting Goods, the largest sporting goods retailer in the United States, saw an opportunity to transform themselves into a services provider for the communities they serve. They offer some services today, but needed a more scalable and engaging solution.
In partnership with DSG, our team tackled the following question:
How might we extend and enhance the in-store services experience in order to create sustainable customer relationships?
OUR PROCESS
RESEARCH
Our research goal was to 1) understand the needs and emotional states of an athlete’s journey; and 2) understand how DSG fits into this journey in both current and ideal states
14 customer interviews, including youth athletes, casual athletes, parents of athletes, and youth league coaches
4 expert interviews, including DSG store managers and service employees
Field research: visits to DSG retail stores, specialty sports stores, and youth league sporting events
Secondary research: competitive landscape, analogous industries, online sports communities
DATA SYNTHESIS & INSIGHTS
Our research showed that our client was best positioned to serve youth athletes and their parents. Parents sought out sources of knowledge and brands that were credible, accessible, and visible.
Insight 1:
Parents seek out credible partners as they actively strive to help their kids realize their full potential in sports. Once their kids exceed beyond the beginners’ phase, parents start gravitating to smaller, specialty retailers.
Insight 2:
Athletes, across all skill levels, seek out communities that provide support and knowledge as they build confidence and competency in their sport.
RAPID IDEATION
Through a couple weeks of rapid iterations, our team came up with 40 distinct solutions.
We evaluated these solutions through the lens of viability for the client, feasibility to implement, and lovability for both the parent and youth athlete.
FINAL RECOMMENDATION: DSG Legends
Program that connects youth athletes and parents to a network of “legends” who inspire, advise, and perform sports services for the athletes.
Designed to equip athletes with personalized support and tools to grow within their sport, this programmatic approach aligns the diverse needs of parents and youth athletes with service offerings through in-store and digital channels.
Phase 1
Establish DSG Legends “General Manager” who oversees their region and manages a network of DSG Legends. DSG retail stores sit at the center of the Legends experience and serves as the host site for services and events.
Phase 2
Scale DSG Legends to key regions where DSG operates. Standardize program, including onboarding and training.
Phase 3
Build DSG Legends digital platform and integrate with DSG’s existing rewards program and service offerings.
in partnership with DSG
Kellogg School of Management & McCormick School of Engineering