A store that tries to influence me is Dick’s Sporting Goods. Dick’s has a variety of name brand products like Nike, Adidas, and Under Armour, which are appealing to buy since they are popular. Famous athletes and celebrities do commercials for these products, so it makes consumers (aka me) want to buy these goods. It makes me think that if a famous person likes and supports this particular product, then the product must be worth buying. Implied is the idea that the product is of good quality and that it might even help your athletic performance. People also buy this product as it might make them feel “cool” if they wear the same product as a celebrity does. They see themselves as celebrities.
Dick’s promotes these name brands by putting them into separate sections of their stores and labeling them with signs. For example, there are individual areas for Nike, Adidas, and Under Armour. This makes it easy for the consumer to find the name brand he or she wants. In addition, the stores often have life-size cardboard images of famous athletes or race car drivers sporting the products to draw more attention and thus, to create more sales. By having all these name brands, Dick’s influences people to go to their stores in search of these popular brand names.
Dick’s also persuades people to frequent their stores by having a large inventory of products for any sport. This includes a great selection of athletic shoes, clothes, and sport bags. Dicks also has sports equipment for every game whether it is golf, tennis, soccer, or basketball. This company also specializes in hunting and outdoor camping needs. What is particularly appealing about Dick’s is that you only need to go to one store to find practically everything you need for all your sporting needs. In addition, the quality is good and the prices are fair. Dick’s makes it convenient for its customers by having a wide range of products in one location.
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Katie-
I like to visit Dick’s Sporting Goods too. And I can actually relate to that store since I’ve been inside of it, unlike most of the other stores people have written about. But everything you said about Dick’s is correct. They keep a massive inventory to appeal to any possible sporting item that anyone could want. They also logically split up their store by department to keep everything organized and also having specific name brands in a certain area. They also appeal to specific sport groups by having sales tailored just around that sport.
Another way they appeal to shoppers, golf in particular, is the golf simulator. In the golf department, they have a golf simulator where you can try out clubs before you buy them to make sure you really like them. This boosts people’s confidence in the purchase they are making and could cause them to buy more if they like the experience. The customer feels like they aren’t getting ripped off if they demo the club before they buy it. It’s a good way for Dick’s to do business, which is pretty much how all golf stores sell clubs now.
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