Strategic Initiative 1: Expand the Take-Back Program to Make Circular Shopping More Accessible
Rationale:
This addresses the weakness that Dick’s is not strongly connected to Gen Z and is still seen as a more traditional retailer. At the same time, there is a clear opportunity in sustainability and reuse, especially among younger audiences who care about brands with purpose. By leaning into messaging around the take-back program and reducing cost barriers, the brand can build a stronger emotional connection while also standing out from online competitors that mainly compete on price and convenience.
Metrics for Success:
Increase take-back program participation by 15% year-over-year
Improve brand perception as socially responsible by 10% in Gen Z survey responses
Increase Gen Z engagement on sustainability campaigns by 10% across digital platforms
Strategic Initiative 2: Expand Experiential Retail to Drive In-Store Engagement and Foot Traffic
Rationale:
This responds to the threat of online competition, where convenience and pricing pull people away from physical stores. Dick’s already has a strength in experiential retail, so continuing to invest in in-store experiences and events allows the brand to offer something that online platforms cannot. This helps drive engagement and gives people a reason to show up in person.
Metric for Success:
Increase in-store foot traffic by 10% during activation periods
Increase time spent in-store by 10%
Increase event attendance and participation by 15%
Strategic Initiative 3: Scale and integrate the Take-Back Program Across Retail Locations
Rationale:
This builds on the opportunity to make youth sports more accessible while also addressing the threat of economic pressure, where high costs become a barrier for families. By expanding the take-back program and making it more visible in stores, Dick’s can use its strong national presence to increase participation and make the impact feel more real at the community level.
Metric for Success:
Increase the volume of gear collected and redistributed by 20%
Increase in awareness and participation in the program by 15%
Increase the number of participating store locations by 10%