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Competitive Analysis
Trends In:– Social Media– Mobile Applications– Community Outreach
July 2011
Tuesday, July 19, 2011
2
Social Media
• The number of followers once indicated success with social media campaigns
• The most successful companies are now evaluated differently:– two-way communication– interactive games for follower participation– segments where followers can upload their own material– customer service
• Incentive-based offers are a popular draw
Tuesday, July 19, 2011
Social Media*If the cell is highlighted, the store uses that particular social media tool*A star indicates that the store utilizes that particular social media tool exceptionally well.*The following evaluations are subjective based on the researcher’s impressions
STORE FACEBOOK TWITTER YOUTUBE BLOG FLICKR FOURSQUARE SHOPKICK PODCASTS
The Sports Authority
Academy Sports
Gander Mountain
Bass Pro Shops
Champs
REI
Modell’s
Nike Stores
Foot Locker
Athlete’s Foot Golf SmithCabelasLL BeanThe Finish LineBig 5 Sporting GoodsSport ChaletEMSOrvis
Edwin Watts Golf ShopsMC SportsDick’s Sporting Goods
★
★
★ ★ ★
★ ★ ★
★
★ ★
★ ★
★
★
★ ★
Tuesday, July 19, 2011
Social Media Best Practices
• REI exemplifies a stand-out Facebook Page– two-way communication– discussions and activities for followers
• NIKE exemplifies a stand-out Facebook Page– community outreach evident on Facebook page– discussions and activities for followers
• Orvis exemplifies unique Twitter accounts– multiple accounts for different outdoor activities– special account for Fly Fishing (main account) podcast
• L.L. Bean exemplifies a unique Twitter account– two-way communication– updates about events, specials, and promotions
Tuesday, July 19, 2011
Facebook: Accounts and FollowersCompany Number of FollowersFoot Locker 1,249,933
Bass Pro Shops 1,155,255
Cabelas 1,148,696
The Finish Line 434,747
The Sports Authority 330,639
Champs 326,881
Dick’s Sporting Goods 278,225
REI 255,749
Gander Mountain 252,288
Golf Smith 116,973
Academy Sports 73,581
LL Bean 62,040Modell’s 52,571
Edwin Watts Golf 19,195
Orvis 16,261
EMS 12,707Athlete’s Foot 2,852
Tuesday, July 19, 2011
Twitter: Accounts and Followers
Company Number of FollowersREI 89,212
Bass Pro Shops 16,585
Dick’s Sporting Goods 14,400
Cabelas 12,621
Orvis 7,870
The Finish Line 7,685
The Sports Authority 7,350
Gander Mountain 6,468
LL Bean 6,134
EMS 4,843
Golf Smith 4,616
Big 5 Sporting Goods 1,825
Academy Sports 1,392
Sport Chalet 1,341
Edwin Watts Golf 1,219
Modell’s 1,170
Tuesday, July 19, 2011
7
Mobile Presence
• Mobile websites and applications are on the rise– The companies that have web/mobile options also have the most successful
online SM campaigns
• Feb 2011: 69.5 million smartphone users in U.S.• Smartphones are becoming the primary mode of communication
and accessing the Internet• Many SM users are turning to smartphones to access social
networks such as Facebook, Twitter and Foursquare (etc)• Monetary transactions via smartphones are increasing• Different kinds of mobile options:
– Reward Apps– Information Apps– Game Apps (in some cases: workout applications)
Tuesday, July 19, 2011
Mobile Presence*If the cell is highlighted, the store has that type of app, platform, or a mobile website*A star indicates the store has created an application in that area of exceptional quality*The following evaluations are subjective based on the researcher’s impressions
STORE RETAIL APP REWARD APP INFO APP GAME APP WORKOUT APP
ANDROID
IOS MOBILE SITE
The Sports Authority
Academy Sports
Gander Mountain
Bass Pro Shops
Champs
REI
Modell’sNike Stores
Foot Locker
Athlete’s Foot
Golf SmithCabelas
LL Bean
The Finish Line
Big 5 Sporting Goods
Sport ChaletEMSOrvis
Edwin Watts Golf Shops
MC Sports
Dick’s Sporting Goods
★
★
★ ★ ★
★
★ ★ ★
Tuesday, July 19, 2011
Mobile Presence
Mobile Site
Mobile App
Both Neither
Foot Locker Big 5 Sporting Goods REI Academy
Sports
LL Bean Bass Pro Shops Nike Gander
Mountain
Dick’s SportingGoods
Golf Smith Modell’s
Cabelas Athlete’s Foot
Finish Line Sport Chalet
Orvis EMSThe Sports Authority MC Sports
ChampsEdwin Watts Golf
36%
36%
14%
14%
Mobile Site Mobile AppNeither Both
Tuesday, July 19, 2011
Mobile ApplicationsMobile App No Mobile App
Orvis MC Sports
Big 5 Sporting Goods Edwin Watts Golf
REI EMS
Golf Smith Sport Chalet
Cabelas Academy Sports
The Finish Line Gander Mountain
Foot Locker Bass Pro Shops
Nike Modell’s
Champs LL Bean
The Sports Authority Athlete’s Foot
Dick’s Sporting Goods
52%48%
Mobile App No Mobile App
Tuesday, July 19, 2011
11
Mobile Best Practices
• Nike– view clothing and customize shoes– store locators– “Just Do It” workout app
• REI– real-time ski and snowboard updates– one of five companies to achieve a score of 80+ using “E-tailing Groups” new
customer experience index (June 2011)
• Orvis– provides user with info on Fly Fishing– $10 gift card for downloading application– coupons and in-store specials
Tuesday, July 19, 2011
12
Community Outreach Best Practices• Nike
– “Better World” campaign to educate children in lesser-developed areas– shoes made of recycled material– “Xchange” patent sold to companies to develop sustainable products
• Orvis– canine cancer research– customer donation-matching program
• REI– foundation to fund community projects for environment– outdoor recreation projects and stewardship projects– annual “giving budget” of approximately two million
• Gander Mountain– Soles4Souls and Clothes4Souls (donate and receive gift certificates)– iGive registration: donates portions of customer’s purchase to charities
Tuesday, July 19, 2011
13
What does it all mean?
• Companies that integrate the newest communication devices are able to boast heightened reputations with consumers
• Many of the companies documented above have been able to document ROI in relation to various SM initiatives of interest to Dick’s Sporting Goods
Tuesday, July 19, 2011
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