Dick's Sporting Goods Harnesses Fan Fervour
US sports retailer Dick's Sporting Goods has introduced a canny way to leverage American Football fans’ competitiveness to drive online sales.
The brand’s newly launched micro-site, the Jersey Report, provides a constant rank order of the best-selling American Football players' jerseys to incite fans to boost their team’s success. The rallying cry on the website reads: “You're both in this together, time to help your favourite player climb the ranks. The more jerseys sold for your favorite player, the higher that jersey will rise in the listings.”
The overall aim is to scoop the title of 2012’s best-selling jersey, but it also tracks rising and falling popularity week by week, awarding those with the week’s greatest percentage change the accolade of ‘Heatseeker’.
Facebook and Twitter icons beside the product encourage supporters to spread the word to fellow fans in their social networks, boosting brand/product awareness as well as direct sales. However, Dick’s Sporting Goods may be missing a trick by not incorporating the feature into its bricks-and-mortar platforms – something that would allow smartphone-equipped consumers to join in the fun while in-store.
The play-based spirit of the Jersey Report is a great example of how retailers can tap into consumers’ hobbies to create more memorable exchange. See the ‘Play with Me’ section of Industry Trend Power of Play for more.