Advanced Analytics to Better Understand Customers

Dick's Sporting Goods won't be running in circles when it tries to sell more athletic footwear. By digging deeper into its shopper data, the chain has figured out how to vary its merchandising approach and get a leg up on the competition: Kohl's and The Sports Authority. Why were consumers shopping there for their Air Jordan's instead of at Dick's?

Research showed that consumers preferred full-service help in the store for football, tennis and soccer footwear, while self-service was the preference for running, walking and cross training gear.
John Schulte of Maritz Research explained that the goal was to improve shopper satisfaction. What to do?

Dick's gained a competitive edge by adding self-service racks in some stores, and providing employee training programs in others.