Dick’s Sporting Goods and Adobe Experience Cloud to drive mass personalization | AEM Community Blog Seeding

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Dick’s Sporting Goods and Adobe Experience Cloud to drive mass personalization by Stephen Frieder

Abstract

It took Dick’s Sporting Goods just 48 hours to initiate curbside pickup for customers, right at the outset of the COVID-19 pandemic last year. The move came out of necessity, as the company voluntarily closed over 850 Dick’s locations around the country, holding inventory in stores that customers needed. An early investment in technology (In 2017, the retailer brought its eCommerce platform in-house) and a scrappy work culture ensured that products would not sit idle on shelves. Millions of customers, hungry for fitness equipment and outdoor gear, could safely get what they wanted in just a few clicks. It was the right bet: In the second month of the pandemic, curbside pickup grew 208 percent industrywide per the Adobe Digital Economy Index.

The company has become a pandemic-era success story and remains the category leader. After a year of strong earnings, the second quarter of 2021 became the strongest in Dick’s history. Preparedness was key: Years before e-commerce became a dominant transaction channel, Dick’s had been planning for an omnichannel future. A strong website and mobile app created an easy path for new services like curbside pickup. As the shopping experience boosted customer satisfaction, the company’s loyalty program grew as well.

Dick’s Sporting Goods has selected Adobe Experience Cloud to drive the next phase of its digital transformation. It expands a partnership that first began in 2017, when the retailer selected Adobe as its customer analytics and A/B testing platform. Today, Dick’s business has evolved considerably: Every touchpoint, such as physical stores, e-commerce, and the mobile app receive top billing as the company accelerates an omnichannel strategy — one that customers have embraced en masse. Adobe Experience Cloud apps will support this effort, enabling Dick’s to quickly deliver new digital experiences that can scale during peak periods. Teams also get access to deeper insights on the overall customer journey, as shoppers move between digital channels. This data will serve as the backbone to a mass personalization effort as well, which will also activate a loyalty program that is now over 20 million members strong.

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Dick’s Sporting Goods and Adobe Experience Cloud to drive mass personalization

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