Dick's Sporting Goods increases ship-to-store assortment by 120%

Dick's Sporting Goods (NYSE: DKS) is planning to take the click-and-collect concept to the next level with the debut of an additional buy online-store pickup program in 100 of its 560 stores.

The retailer is strengthening the ties between its e-commerce and brick-and-mortar businesses by increasing the ship-to-store assortment by 120 percent, further leveraging stores to fulfill online orders.

"This is really in its infant stage right now and will accelerate through the balance of the year," said Joe Schmidt, COO and president, during an earnings call. Schmidt added that the company is "building a multi-banner with our best in class partners."

Dick's said e-commerce represented 12.2 percent of total sales in its fiscal fourth quarter, which ended Feb. 1, 2014. With net sales of $1.9 billion for the quarter, that would make online sales roughly $232 billion, an increase of 68 percent from the $138 billion earned in the year-prior. For 2013, e-commerce sales grew 65 percent to over $480 million and represented 7.9 percent of total sales.

The company said its marketing team was particularly aggressive this quarter promoting Dicks.com. Television advertisements specifically for Dicks.com were filmed for the first time in the company's history. Schmidt remarked that the ads delivered "great results" and helped drive traffic to its online storefront.

For more:
-See this Dick's Sporting Goods earnings call transcript
-See this Internet Retailer article

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