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DICK'S Sporting Increases Store Count

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Full-line sporting goods retailer DICK'S Sporting Goods Inc. (DKS - Free Report) remains focused on driving growth through expansion of its store base and incorporation of technological advancements to serve its clients better. In line with its strategic initiatives, the company recently declared the opening of one store each in Kentucky, Pennsylvania and Missouri.

In Kentucky, the new DICK’S Sporting store will be located at the Newport Pavilion of Newport and will be the company’s 10th outlet in the state. In Pennsylvania, the venue of the new DICK’S Sporting’s store will be the Bartonsville Square of Stroudsburg. Notably, the store will mark the company's 37th outlet in the state. Moreover, the company will open its 13th store in Missouri, located at South County Mall in South County.

The celebrations to mark the opening of these stores will commence on Nov 8 and extend over the weekend. The store offerings will include over 40 suitable in-store services provided by DICK'S certified PROS in Golf, Bike, Hunting, Fishing, Team Sports and more. As of Oct 25, DICK’s Sporting operated over 540 stores in 45 states.

In order to attract customer traffic to its new stores throughout the celebration period, DICK’S Sporting has announced a range of lucrative giveaways. The company will distribute Mystery Gift Cards in the range of $5–$500 to the first 100 adults in line on Friday and Saturday. Moreover, on Saturday, it plans to give free Tech T-Shirts manufactured by Under Armour Inc. to the first 100 adults in line. On Sunday, it will distribute free Scratch & Win cards to the first 100 adults in line.

Apart from opening stores, the company has announced that it will reopen its newly renovated 51,000 square-foot store located at Saratoga Springs in New York on Sunday. DICK’S Sporting has invited all New Yorkers to join the store opening celebration on Sunday. The company will distribute Mystery Gift Cards in the range of $5–$500 to the first 100 adults and free Under Armour Tech T-Shirts to the first 100 customers.

We believe that the full-line sporting goods and apparel retailer will benefit from its in-store action and online growth strategies. The company’s in-store efforts such as the remodeling of stores, launch of shop-in-shop facilities and recruitment of more sales personnel have boosted top-line growth. Furthermore, the company is aggressively enhancing its e-Commerce capabilities to increase its sales as well as market share in online retailing.

At its annual Analyst Day meet held in late September, DICK’S Sporting announced its plans to increase retail store count to 800 by the end of fiscal 2017 from 518 at the end of fiscal 2012. Further, the company will remodel its existing stores from time to time in order to keep them up-to-date and productive.

Additionally, the company will stay focused on maintaining strong relations with its vendors, introducing fashionable products and concentrating on high growth categories such as Women and Youth.

Moreover, DICK’S Sporting intends to increase its e-Commerce sales to nearly $1.1 billion by the end of fiscal 2017 from $292 million at the end of fiscal 2012. For this, the company will control its e-Commerce platform beginning with Golf Galaxy and Field & Stream in 2014, and DICK’S Sporting from fiscal 2017-end.

Apart from expanding its store base, DICK’S Sporting is concentrating on customer needs in order to boost sales. Further, to make customers’ shopping experience a convenient one, the company has introduced a mobile application for iPhones and Android Smartphones that enables customers to locate DICK’S Sporting stores in any particular area and buy goods directly, using the application.

We believe that the company’s strategic measures of consolidating its store base and the use of technology to provide better services will enhance its relationship with present customers, attract new customers and effectively promote products.

Other Stocks to Consider

DICK’S Sporting currently carries a Zacks Rank #3 (Hold). However, other stocks in the retail sector that are worth a look include Five Below, Inc. (FIVE - Free Report) and Marinemax Inc. (HZO - Free Report) . Both of these have a Zacks Rank #2 (Buy).

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