In a move to make its web site more like its brick-and-mortar stores and drive a more consistent multi-channel shopping experience, Dick’s Sporting Goods has relaunched its site on a GSI Commerce platform, the retailer said today.
Like the retailer’s stores, where product categories are displayed in a “store within a store” concept, the redesigned site at DicksSportingGoods.com presents different categories in dedicated sections for areas such as golf, team sports, hunting and fishing. Each section is designed to engage customers and promote frequent visits by offering informational content on product details and sports advice. New shopping features include the ability to e-mail friends from product displays, customer-generated product reviews, product comparisons of up to eight items at a time, gift wish lists and an integrated loyalty program.
"The new Dick`s Sporting Goods web store provides our customers with a state-of-the-art, online shopping experience while authenticating the quality and authenticity of the Dick`s Sporting Goods brand," says Jeffrey R. Hennion, senior vice president and chief marketing officer for Dick`s Sporting Goods. "We believe this new web store positions Dick`s Sporting Goods as one of the leaders in multi-channel retailing."
Dick’s Sporting Goods is No. 143 in the Internet Retailer Top 500 Guide to Retail Web Sites.
The site also incorporates two features recently added to the GSI Commerce platform: express shop, which uses Ajax rich media technology that produces pop-up informational windows as customers glide a mouse over images, and mini-cart, which lets shoppers insert products into their shopping cart and view the cart’s status without having to leave the page they`re shopping on.