MIKE, PRICE AND GUIDANCE
This athlete seeks out deals and discounts. As they are less confident in the category, they rely on advice from others (mainly friends and family) to make decisions. Their lack of confidence equates to few brand/product preferences. Practicality beats style for these athletes.
Demographics
61%
Female
54%
Married
67%
Have Kids
46
Average Age
Sports Participation
Price and Guidance top sport/activity participation is walking, followed by hiking.
Sources of Inspiration
Friends or family
Social Media Usage
They are more likely to prefer engaging with retailers through standard mail.
Why They Shop
PRICE AND GUIDANCE 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
Price and guidance ARE MORE LIKELY TO PURCHASE
Athletic Apparel
Athletic Footwear
Casual Footwear/Sneakers
Attitudes Towards Brand
As price is most important to them, you can’t tell much about them from the brands they buy.
Shopping for Kids
These athletes only buy new apparel and equipment for their children when they need it or their current items are worn out, and they often feel overwhelmed when doing so.
Shopping Behaviors and Preferences
PRICE AND GUIDANCE ARE MORE LIKELY TO:
Love seeking discounts and deals
Look to family and friends for advice
Choose products that are practical
Prefer shopping in-person
Mix products from different brands
Go out of their way to shop different stores based on their needs
TOTAL ADDRESSABLE MARKET
$20 Billion
PER YEAR
What They Value
PRICE AND GUIDANCE PRIORITIZE THESE FEATURES WHEN SHOPPING FOR SPORTING GOODS
“The retailer offers innovative/trendy products.”
“The retailer has a good private label/store brand.”
“The retailer offers specialty products.”
“The atmosphere is eye-catching.”
“The retailer carries products that cover all the product needs for me and those in my household.”
How They Shop
Price and Guidance are more likely to shop at off-price, local sporting goods, and thrift/vintage retailers. They prefer shopping in-person.
Attitudes Towards Sports
They describe themselves as active, as opposed to athletic.
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 PRICE AND GUIDANCE’S EXPERIENCE SATISFACTION
The retailer offers innovative and trendy products
The retailer has a good private label or store brand
The retailer offers specialty products
The atmosphere is eye-catching (e.g., colorful, stimulating)
The retailer carries products that cover all the product needs for me and those in my household