Full-line sporting goods retailers like Dick’s Sporting Goods and Sports Authority are top of mind when consumers think about where to shop for sporting goods, including footwear and apparel, but the larger and broader mass merchant stores like Wal-Mart and Target rise to the top when consumers are prompted with retail store names. This is just one observation made in the soon-to-be-released SportsOneSource 2009 Where America Shops report.
The survey, which was conducted via the Internet in late June as part of the broader Where America Shops report, sampled a cross-section of the American population ages 13 and older. A top-line review of the study will be made available in the SGB magazine Fall issue, due out in mid-September. The full study will be available later this month.
Respondents were asked to list retailers they were aware of that sell sporting goods including footwear, apparel and hardgoods. Full-line sporting goods retailers are at the top of list, with Dick’s Sporting Goods (42%) and The Sports Authority (32%) at the top of the list for unaided awareness levels. Both retailers ranked ahead of discount/mass merchant giant Wal-Mart (28%), indicating that when in the market for sporting goods, the first thought would be to go to a full-line retailer rather than an a other type of retailer.
Foot Locker (21%) was the mall specialty retailer mentioned most often and Cabela’s (10%) was the most often mentioned outdoor retailer on an unaided level.
Combining the unaided and aided awareness responses, Wal-Mart received the largest number of respondents (86%) indicating they were aware of the retailer, Foot Locker was second (85%) and Target was third (82%). However, Foot Locker was the top-ranked retailer in awareness among teens and young adults.
A bit surprising given the focus of the retailer, Foot Locker actually had a higher overall awareness level with females than males when assessing the adult (over 25 years old) survey demographic. It was even higher among female teens. This may have been boosted by the presence of Lady Foot Locker in the mall as well. Not surprisingly, Target ranked higher in awareness with females respondents as well. In fact, Females tend to have a greater awareness level among many of the retailers measured. Only five retailers, including Dick’s Sporting Goods, Bass Pro Shop and Cabela’s, received higher awareness levels from males over the awareness level received by females.
Outdoor retailers received in general the lowest awareness ratings among the retailers measured. The number of stores compared to the other type of retailers is extremely small limiting the exposure they have to the general population. L.L. Bean was the only outdoor retailer to rank in the top 25 of awareness for teens. Bass Pro Shop and Cabela’s also were in the top 25 awareness levels for adults.
Regionally, Dick’s Sporting Goods continues to make in-roads in the western U.S., thanks to a heavy national marketing campaign and new stores in both California and Oregon. Compared to last year, Dicks Sporting Goods awareness level in California has increased 14percentage points, moving into the top 25, and has seen a 19percentage point increase in the Northwest. Dick’s still lags behind Joe’s, REI, Sports Authority and Cabela’s in the region. Opening in six Dick’s Sporting Goods stores in former Joe’s locations this fall should go a long way towards expanding the awareness level in the Northwest.
Geographic awareness levels may be of greater importance to the regional players than the national recognition. Modell’s which did not make the overall top 25, has 64% of the Northeast respondents mention the retailer as a store they are aware of for sporting goods.
Sports Authority received their highest awareness levels in the Rocky Mountain states were 73% of those respondents are aware of the retail brand.
The SportsOneSource 2009 Where America Shops report will be packaged in various formats to customize or optimize the benefits to the user. The full report is over 250 pages, but can be broken down into specific retailer data, such as how a consumer that shops at one retailer rank that retailer against its competition in a number of categories. The report will also be broken into trade channels. The report is free to SportScanINFO retail reporting partners.
For more information on the study, including the customization of the data for a specific project or report, please contact SOS Research at 704.987.3450 or e-mail to: Research@SportsOneSource.com.
