Retail
DICK'S Sporting Goods

The Largest US Full-line Omni-channel Sports Retailer

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The largest sports retailer in the US launched Live Shopping with outstanding success thanks to custom guidance from Bambuser Plus.

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We were very impressed with Bambuser’s dedication and passion. Despite us navigating new waters with an extremely tight deadline, the event came together smoother than we ever hoped. We couldn’t be happier with the incredible viewership and conversion stats.

Mario Nicolia, Manager, Corporate Strategy, DICK’S Sporting Goods

Producing a large-scale event in four weeks

DICK’S Sporting Goods is the leading omnichannel retailer for athletes and outdoor enthusiasts in the US.

The company consists of five brands and 850 stores (DICK'S Sporting Goods, Golf Galaxy, Public Lands, Warehouse Sale and Going Going Gone!). The company also owns DICK'S House of Sport, Golf Galaxy Performance Center, and the youth sports app, GameChanger.

DICK’S Sporting Goods was eager to enter the Video Commerce space with a holiday-themed event hosted via Bambuser’s One-to-Many. The solution was chosen because it could encourage sales with cutting-edge features that opened a dialogue between the massive online audience and the company’s staff.

With just four weeks to prepare for the Live Shopping event, DICK’S Sporting Goods opted for guidance from Bambuser Plus – a professional service designed to help businesses optimize performance in every aspect of Video Commerce.

KPIs

  • Reach a conversion rate typical 
for ecommerce.
  • Create a spike in site traffic.
  • Nurture brand appreciation and
create a spike in engagement.

Project brief

  • Host a gift guide showcasing 40-50 products named “Give The Gift of Sport”.
  • The event should feel like a relaxed conversation offering valuable expertise and product knowledge, not a scripted sales pitch.
  • The promotional period would run from mid-October to the holidays with no mention of Black Friday.
  • Mix pre-recorded content while livestreaming, and repurpose content once the event was over.

Key success factors

Content strategy

Bambuser Plus aligned with the company’s ecommerce team to find the perfect go-live time with the most anticipated site traffic.

The livestream began with a five-minute countdown to allow time to attract maximum viewership, and each product was featured in a dedicated segment with a variety of camera angles showcasing specific details.

Marketing and evergreen strategies

To generate further viewership, the event was promoted before and after via an email campaign and paid social media posts that suited their chosen promotional period.

Once the event was over, each of the dedicated segments were repurposed in a series of mini shoppable videos, enabling the opportunity for evergreen conversion.

Host training and script writing

To ensure the event had an honest and conversational feel, Bambuser Plus gave each host direction on their body language and wrote scripts to suit them.

To encourage engagement, they regularly reminded viewers to comment, and kept them interested by hinting at upcoming product reveals.

To drive conversion they offered insider knowledge and personal experiences. They also pushed the event’s theme gift giving , and repeatedly gave instructions on how to make purchases.

Production expertise

Production setup

A production schedule was drawn up to facilitate the extensive equipment list that  included multiple cameras, a large light rig, 
a teleprompter and sound equipment.

To provide enough hands-on expertise and ensure a smooth recording process, Bambuser Plus organized support from a local production company.

Set design

An eye-catching set was built that aligned with the company’s visual tone, blending the boundary lines of a basketball court with colors associated with the holidays.

To suit the schedule, the studio space was designed to be efficient and versatile, allowing multiple scenes to be created to showcase the full product list.

Embedding the brand

Graphic elements such as the company’s logo and typeface were embedded into One-to-Many, ensuring the viewers enjoyed a familiar, on-brand shopping experience.

The event

On November 2, 2022 at 2:00pm Eastern Time, DICK’S Sporting Goods went live, unlocking a new source of revenue. The Live Shopping event achieved an exponential spike in site traffic and drove a huge surge in sales.

stats

42 min

show length

207%

traffic goal

2.5x

conversion

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One-to-Many allowed our team to offer exceptional expertise and advice, giving customers a much a more enriching DICK’S Sporting Goods shopping journey.

Debra Sell, Director, Ecommerce Merchandising, DICK’S Sporting Goods

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