Xyoo 2022, kev lag luam khoom kis las muaj kwv yees li ntawm $ 67.2 nphom hauv kev lag luam thiab tau txaus siab rau nws cov qeb duas ua ib qho kev lag luam loj tshaj plaws hauv Asmeskas txij li xyoo 2018. Tus neeg tseem ceeb tshaj plaws hauv qhov chaw, Dick's Sporting Goods, tswj kwv yees li 14.2. % ntawm kev ua lag luam, feem ntau los ntawm ib lub tuam txhab.
Xyoo 2021, Dick's tau tshaj tawm cov ntaub ntawv nyiaj tau los txhua xyoo, ntaus $ 12.3 nphom, thiab nws cov nyiaj tau los tau nce peb zaug vim nws piv rau nws cov tswv yim faib tawm thaum muaj kev sib kis.
Dick's zoo li txhawb nqa nws cov ntaub ntawv kev loj hlob raws li CEO Lauren Hobart, thawj tus thawj coj tsis yog tsev neeg ua lag luam hauv lub tuam txhab keeb kwm, nrog rau kev tsom mus rau kev siv thev naus laus zis thaum nws taug kev nyuaj rau kev sib tw hauv cov khoom ua si e-commerce chaw.
Txhawm rau sib tw, muaj sia nyob thiab vam meej hauv ib puag ncig niaj hnub no, thev naus laus zis yog qhov tseem ceeb rau cov khw muag khoom. Yog tias koj tsis tau nqis peev hauv thev naus laus zis hauv 10 xyoo dhau los, koj yuav muaj lub sijhawm nyuaj.
Ed Stack
Txwj Laug Executive
Dick's Sporting Goods tau tsim muaj xyoo 1948 los ntawm 18-xyoo-laus Dick Stack uas tsuas yog $ 300 hauv nws lub hnab ris thaum nws qhib nws thawj lub khw. Thaum lub sij hawm, nws yog ib qho yooj yim bait thiab tackle khw uas tom qab ntawd nthuav mus ua hauj lwm khaub ncaws, sportswear, khoom siv, camping iav thiab picnic khoom. Tseem, kev nthuav dav tau qeeb los tuav, nrog ze li ob xyoos dhau los ua ntej lub khw thib ob Dick qhib.
Nws tsis yog txog thaum xyoo 1970 thiab 1980s thaum kev lag luam pib tawm, thaum Ed Stack, Dick tus tub, yuav lub tuam txhab. Hauv xyoo 1990, lub tuam txhab nthuav dav nws cov khoom lag luam kom suav nrog ntau yam kev ua si, khoom siv sab nraum zoov, khaub ncaws thiab khau, thiab los ntawm 1996, muaj 50 Dick's Sporting Goods khw.
Dick's mus rau pej xeem hauv 2002, nrog 141 lub khw muag khoom thoob plaws 25 lub xeev. Thaum lub sijhawm xyoo 2000s, cov neeg sib tw zoo li Sports Authority tau tshwm sim raws li cov khoom ua si kis las loj hlob hauv kev muaj koob npe vim tias kev koom tes kis las tau dhau los ua ib feem ntawm kev lag luam.
Sports Authority, nws cov neeg sib tw loj tshaj plaws nyob rau lub sijhawm, muaj 221 lub khw muag khoom ntau dua li Dick's thiab tau txais nyiaj ntau dua. Tab sis Dick tau pom cov nyiaj tau los zoo ib yam thiab cov nyiaj tau los loj hlob raws li lub tuam txhab loj hlob tuaj nrog ntau lub khw.
Kev txhim kho kev khiav hauj lwm margin yog qhov tseem ceeb rau lub tuam txhab txoj kev vam meej, thiab thaum kawg Dick's topped Sports Authority nyob rau hauv loj - overtaking ib zaug huab tais ntawm cov khoom kis las khw muag khoom nyob rau hauv 2005.
Dick's mus rau kev siv nyiaj los ntawm 2004 txog 2007; nws tau txais Galyan's Trading Company, Golf Galaxy, thiab Chick's Sporting Goods. Qhov kev nthuav dav ntawd tau txhawb nqa lub tuam txhab cov hneev taw los ntawm 234 lub khw muag khoom mus rau ze li ntawm 487 hauv xyoo 2008. Los ntawm 2008 txog 2014, cov nyiaj tau los dhia yuav luag 65%.
Thaum Dick's Sporting Goods tau nthuav dav, nws qhov chaw ua si kis las tau nyob rau ntawm qhov kev sib tsoo. Lub tuam txhab pib muag nws cov cuab tam rau yav dhau los cov neeg sib tw, feem ntau Dick's, hauv 2016.
Dick's muas Sports Authority's IP xyoo ntawd uas tau ua pov thawj tias nws yog ib qho txiaj ntsig zoo rau nws txoj kev lag luam e-lag luam ua tsaug rau 28.5 lab tus neeg ua haujlwm ncaj ncees cuam tshuam nrog IP, thiab kwv yees li 114 lab tus neeg siv cov ntaub ntawv, suav nrog emails, chaw nyob thiab kev lag luam-keeb kwm cov ntaub ntawv.
Txij li xyoo 2017, Dick's tau ua qhov tseem ceeb rau nws cov peev txheej hauv e-lag luam thaum muaj kev hloov pauv toj roob hauv pes tom qab kev lag luam poob thiab kaw ntawm Sports Authority, thiab nrog kev qeeb ntawm nws tus kheej lub khw muag khoom. Nws pib dicks.com xyoo ntawd thiab pom kev muag khoom dhia 17% rau $ 1.2 nphom xyoo dhau los.
Kev nqis peev hnyav rau hauv e-lag luam tau them tawm hauv txoj hauv kev loj rau lub tuam txhab. Hauv 2021, kev muag khoom nce mus txog $ 12.3 billion, nce 46% los ntawm 2018.
Thaum lub sijhawm muaj kev sib kis kis thoob qhov txhia chaw ze li 70% ntawm kev xaj online tau ua tiav ncaj qha los ntawm cov khw muag khoom los ntawm kev txiav txim. Ib tug tho kev hauv kev pabcuam, Dick tau ua rau cov neeg siv khoom tuaj yeem tso lawv cov xaj online thiab tsav tsheb tuaj tos lawv ntawm qhov chaw sab nraum lub khw. Qhov kev coj ua kuj tau tso cai rau lub tuam txhab tshem tawm nws cov khoom muag loj thaum lub sijhawm cov khw muag khoom raug kaw.
Tsis tas li ntawd, Dick's tau nqis peev los tsim nws tus kheej ua ib qho omnichannel, uas tau ua rau ze li ntawm 900 lub khw muag khoom thoob plaws hauv Teb Chaws Asmeskas los ua cov chaw faib khoom rau e-lag luam thiab tau ua kom muaj txiaj ntsig zoo ntawm cov neeg siv khoom xaj.
Dick's Sporting Goods' lub zog txuas ntxiv mus zoo rau xyoo 2021 raws li lub tuam txhab tsim cov ntaub ntawv tshiab. Cov nyiaj tau los tau nce ze li 30%, cov nyiaj tau los ze li peb npaug, thiab Wall Street tau saib xyuas.
Cov nqi sib koom tau nce mus rau qhov siab, nce siab ntawm $ 145.19 thaum Lub Kaum Hli 30 xyoo ntawd. Tom qab ntawd, hauv peb lub hlis twg ntawm xyoo 2002, kev muag khoom tau nce 7.7% xyoo dhau los - thiab tau tshaj 50% siab dua 2019.
Cov kws tshuaj ntsuam tau sau tseg tias lub tuam txhab, nyob rau hauv Hobart, CEO tshiab, tau txuas ntxiv nws cov kev ua tau zoo nrog cov khoom lag luam zoo, thiab tsom mus rau yav tom ntej uas suav nrog kev nthuav dav hauv tsev, tsim nws cov lag luam e-lag luam thiab nthuav dav.
Tau qhov twg los: https://www.cnbc.com/2023/02/08/why-dicks-sporting-goods-succeeded-where-sports-authority-failed.html