The nation’s leading sporting goods retailer has introduced a ranking system that shows football fans how sales of their favorite player’s jersey stacks up against the competition.
It is a clever strategy and feeds into NFL fans fantasy league obsession for statistics and provides Dick’s a lever to heighten shopper engagement and drive sales of big ticket, high margin apparel items that typically retail for upwards of $100.
Dubbed, "The Jersey Report," the ranking system is said to be dynamic in that is updated daily throughout the football season to show how sales of players jersey’s are rising and falling.
"As the premier destination for authentic NFL jerseys and licensed apparel, Dick’s Sporting Goods remains committed to delivering unique ways to enhance the fan experience," said Lauren Hobart, Dick’s chief marketing officer. "The Jersey Report is a dynamic, interactive tool that gives fans access to new information on the players and the game they love."
The Jersey Report showcases player rankings across a variety of categories, including overall best-selling jerseys, top-performing offensive and defensive player jerseys as well as the top rookies. The report also tracks what Dick’s is calling, "Heatseekers," those players whose jerseys show the greatest increase in ranking week to week. A number of conditions can lead to a change in the weekly rankings, and the Heatseeker will give fans a unique perspective on which player jerseys have the most momentum.
The retailer is working with Arizona Cardinals star Larry Fitzgerald to serve as a primary ambassador for the report and indicated he will be one of many NFL players who will attempt to mobilize their fan-bases to ascend the Jersey Report.
"The Dick’s Sporting Goods Jersey Report introduces a fun new competition for fans to follow and influence this season," Fitzgerald said. "I couldn't be more excited to partner with Dick’s to debut this first-of-its-kind experience, and I'm eager to rally Cardinals fans to help our players’ jerseys climb the rankings!"
Dick’s operates nearly 500 full line sporting goods stores throughout the U.S.