ScoreCard Gold Launch
Customer Challenge
DICK’S Sporting Goods wanted to celebrate its best customers
for their commitment to sport through an 11-market pilot
launch of its new “ScoreCard Gold” Rewards program. As the
first loyalty rewards program of its kind for DICK’S, clear
customer communication, robust program awareness, and elevated
member recognition were critical components to launching with
success and key to expanding nationwide in 2018.
3 major events
Our Solution
retailcomm hosted free celebration events for customers in the two largest ScoreCard Gold markets and best sports towns in the nation, Pittsburgh, PA, and Green Bay, WI. Taking place at PNC Park and Lambeau Field, customers were invited to take behind-the-scenes stadium tours, meet with sports legends Steve Blass and Gilbert Brown, enjoy the stadiums’ best catering, and enter to win top DICK’S Sporting Goods gifts during the December holiday season.
retailcomm hosted free celebration events for customers in the two largest ScoreCard Gold markets and best sports towns in the nation, Pittsburgh, PA, and Green Bay, WI. Taking place at PNC Park and Lambeau Field, customers were invited to take behind-the-scenes stadium tours, meet with sports legends Steve Blass and Gilbert Brown, enjoy the stadiums’ best catering, and enter to win top DICK’S Sporting Goods gifts during the December holiday season.
Elevated Events
A third customer celebration took place in Opelika, AL, over the holiday season, where all ScoreCard Gold customers in DICK’S most intimate test market received the option to customize a gold S’well water bottle. Customers enjoyed this free holiday gift, personalized with a name, initials or jersey number, as a thank you for being “Gold.”
A third customer celebration took place in Opelika, AL, over the holiday season, where all ScoreCard Gold customers in DICK’S most intimate test market received the option to customize a gold S’well water bottle. Customers enjoyed this free holiday gift, personalized with a name, initials or jersey number, as a thank you for being “Gold.”
Personal Touch
Feeling unique, celebrated and valued distinguishes the ScoreCard Gold membership as an elevated loyalty and rewards program. Leading up to our events, retailcomm staff made personal phone calls to each ScoreCard Gold event attendee to warmly welcome them to the Gold program, explain event details, and personally thank them for being Gold.
Feeling unique, celebrated and valued distinguishes the ScoreCard Gold membership as an elevated loyalty and rewards program. Leading up to our events, retailcomm staff made personal phone calls to each ScoreCard Gold event attendee to warmly welcome them to the Gold program, explain event details, and personally thank them for being Gold.
360-Communication
The
Results!
50,000
email impressions
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Maxed-out event registration in under 24 hours
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3 major events across the U.S.
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50,000 impressions reached via email
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Commitment to expand the program in 2018
What We Heard.
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“DICK’S is our go-to for everything. We never expected to be thanked – for FREE - for spending money on our kids! What a unique thing to do for customers! Thank you!”-Customer
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“I’ve been a loyal customer for 30 years. I still have my original DICK’S Sporting Goods credit card with the original ScoreCard loyalty branding on it. What a special event you have put on, we are so honored to be here!”-Customer
See How We Did It For
