JEANNENE, convenience Craver
This athlete is practical. They look to make quick trips and prefer retailers with multiple products and brands for one-stop shopping. They identify as more active than athletic and thus look for brands that solely help them participate.
Demographics
60%
Female
50%
Married
69%
Have Kids
47
Average Age
Sports Participation
Convenience Cravers’ top sport/activity participation is walking, followed by hiking.
Sources of Inspiration
They don’t go out of their way to research, instead focusing on what’s easiest (Google search, retailer websites, etc.).
Social Media Usage
Why They Shop
CONVENIENCE CRAVERS ARE MORE LIKELY TO SHOP FOR FUNCTIONAL REASONS
For List Accomplishment
Item or category focused shopping with a clear idea of what will be purchased prior to going to the store.
To Deal Seek
They look for the best deal, whether for a specific item or taking advantage of sales.
Past 12 Month Purchases
Convenience cravers ARE MORE LIKELY TO PURCHASE
Athletic Apparel
Athletic Footwear
Casual Footwear/Sneakers
Attitudes Towards Brand
You can’t tell much about them from the brands they purchase.
Shopping for Kids
They buy new apparel and gear for their child when their current items are worn out or they need it, as apparel/equipment shopping for their child makes them feel overwhelmed.
Shopping Behaviors and Preferences
Convenience cravers ARE MORE LIKELY TO:
Shop at one store that has everything they need
Choose products that are practical
Want to get shopping done as quickly as possible
Buy products from the same brand they’re already using
Seek advice from others about their purchases
TOTAL ADDRESSABLE MARKET
$20 Billion
PER YEAR
What They Value
Convenience cravers PRIORITIZE THESE FEATURES WHEN SHOPPING FOR SPORTING GOODS
“Teammates demonstrate how to use the product.”
“The teammates know what I like.”
“Teammates are unbiased.”
“The retailer accepts coupons and/or discounts.”
“The retailer is easy to navigate and find what I want.”
How They Shop
When choosing a sporting goods retailer, they are more likely to shop at mass merchant stores. Convenience Cravers place less importance on an easy-to-use website and easy-to-use mobile app.
Attitudes Towards Sports
Though active, they have to work hard at sports/activities – they don’t come naturally to them.
How Confident Competitors Feel About Dick’s Sporting Goods
They are less likely to be aware of the Dick’s Sporting Goods brand, and thus less likely to have shopped and purchased. Among those who do shop at Dick’s, they skew more towards in-store occasions than other
segments.
Top Five Unarticulated Needs
Without realizing IT, these NEEDS are closely tied to convenience Cravers’ experience satisfaction
Teammates provide a demonstration on how to use the product
The teammates there know what I like
Teammates are unbiased
The retailer reflects my values
Product information is clearly presented
