Grand Openings

Customer Challenge

In the early 2000’s, DICK’S began aggressively building stores across the nation and

expanding its brick & mortar footprint. A few years later, the chain operated

hundreds of winning locations but needed recognition within its new store communities.

DICK’S partnered with retailcomm to create a Grand Opening “experience” –

one that would emphasize the company’s investment and care for its local communities.

The goals were to establish a consistent activation across all stores that scaled accordingly

to market-specific variables, create a connection between the brand and consumer,

and drive foot traffic on Grand Opening weekends.

300 Grand Openings

Our Solution

retailcomm leveraged a variety of marketing tactics and event experiences to drive consumers to Grand Opening weekends. Most notably, “vendor villages” were large-format activations in parking lots adjacent to the stores, where dozens of vendors hosted consumer education, giveaways and activity-based engagement for brands sold inside DICK’S Sporting Goods.
retailcomm leveraged a variety of marketing tactics and event experiences to drive consumers to Grand Opening weekends. Most notably, “vendor villages” were large-format activations in parking lots adjacent to the stores, where dozens of vendors hosted consumer education, giveaways and activity-based engagement for brands sold inside DICK’S Sporting Goods.
Vendor Village
Always coveted and remembered for a lifetime, we hosted meet & greet appearances by professional athletes and celebrities, where hundreds of consumers would line up to meet an inspirational player or big-name star. Since 2010, we’ve produced over 500 athlete appearances in DICK’S stores.
Always coveted and remembered for a lifetime, we hosted meet & greet appearances by professional athletes and celebrities, where hundreds of consumers would line up to meet an inspirational player or big-name star. Since 2010, we’ve produced over 500 athlete appearances in DICK’S stores.
Big Names
When DICK’S founded Sports Matter, a campaign focused on serving underfunded teams in store communities, retailcomm began orchestrating check contributions, “shop with a pro” events and equipment donations on Grand Opening weekends to emphasize the brand’s investment in community.
When DICK’S founded Sports Matter, a campaign focused on serving underfunded teams in store communities, retailcomm began orchestrating check contributions, “shop with a pro” events and equipment donations on Grand Opening weekends to emphasize the brand’s investment in community.
Giving

The
Results!

200,000
customers in
morning lines
since 2014
  • 300 Grand Openings and re-Grand Openings since 2014

  • 200,000 customers in morning lines since 2014

  • 500+ athlete appearances

See How We Did It For