RACHEL, EXPERIENCED LOYALIST

Confident in their knowledge, this athlete sticks with the brands they like and looks to buy from those brands directly (and in many cases, online). They are extremely loyal to brands they’ve had success with in the past or brands that align with their values, and are not concerned with price.
Demographics
54%
Male
57%
Married
71%
Have Kids
42
Average Age
Sports Participation
Experienced Loyalists are more likely to participate in sports/fitness activities such as football, track and field, hockey, wrestling, field hockey, lacrosse, rugby, boxing/kickboxing/MMA, and cross training.
Why They Shop
EXPERIENCED LOYALISTS SHOP FOR BOTH FUNCTIONAL AND EMOTIONAL REASONS
To Replace or Replenish

They shop for ongoing, or semi-regular replenishment, or to replace existing items that are gone or worn out.

To Educate and Discover

They research, browse, and explore new brands, or new products coming from existing brands, and get inspiration from things seen in-person, or online (social media, influencers).

To Gratify and Enjoy

They shop for fun and entertainment, rather than for a specific item. They want a mental pick me up or instant gratification.

Past 12 Month Purchases
Experienced loyalists ARE MORE LIKELY TO PURCHASE
Athletic Apparel
Athletic Footwear
Casual Footwear/Sneakers
Attitudes Towards Brand
They care most about the brand, and coincidingly, what the brand stands for. They are more likely to prefer small, niche brands and only buy the best for the sports and activities they’re passionate about.
Shopping for Kids
Though they are more likely to feel overwhelmed buying new apparel and gear for their children, they will spend more to get their children the apparel and gear they’re most excited about.
Shopping Behaviors and Preferences
EXPERIENCED LOYALISTS ARE MORE LIKELY TO:
Buy products from the same brand they’re already using
Enjoy buying products directly from the brand
Prefer shopping online
Not care about discounts and deals
Shop at smaller, local stores
TOTAL ADDRESSABLE MARKET

$20 Billion

PER YEAR
What They Value
EXPERIENCED LOYALISTS PRIORITIZE THESE FEATURES WHEN SHOPPING FOR SPORTING GOODS
“The retailer reflects my values.”
“The retailer offers a fun browsing experience.”
“The retailer offers events.”
“The retailer has a hassle-free return policy.”
“I have been going to the same location for a long time.”
How They Shop
When choosing a sporting goods retailer, Experienced Loyalists prioritize brand-direct and shopping at retailers online.
Attitudes Towards Sports
They view themselves as athletes, turning to sports/activities for their competitive outlet.
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 EXPERIENCED LOYALISTS' EXPERIENCE SATISFACTION
The retailer reflects my values
The retailer offers a fun browsing experience
The retailer offers events
I have been going to the same location for a long time
Teammates provide a demonstration on how to use the product
©2022 Dick’s Sporting Goods