DICK’S Sporting Goods increased store traffic and sales.

Category: Retail

01 Problem

In 2015, DICK’S Sporting Goods wanted to drive store traffic to boost sales of NBA Finals and NHL Championship gear. They needed to quickly deliver promotion details to consumers in a format that wouldn’t lose their attention. That’s where IRIO came in.

02 Solution

DICK’S used street teams to distribute mini hockey pucks and mini basketballs with the SMS details on them. Consumers then texted the keyword, which linked to a microsite, to find out which local DICK’s Sporting Goods stores were participating in their area.

Additionally, IRIO helped DICK’S monitor participation in competing cities by creating two separate keywords for the NBA and two different for the NHL.

When the finals were completed, remaining hockey pucks and basketballs were overnighted to the winning cities. The message for those keywords was changed and then the items were distributed to drive even more traffic.

03 Results

By utilizing a SMS program from IRIO, DICK’S connected with 4,834 unique consumers who texted in to get information. 3,462, or 72%, clicked the link to gain additional details. DICK’S was also able to leverage remaining promotional items in winning cities by simply changing the content when a consumer texted in.