Case Study: Dick's Sporting Goods boosts product success and optimizes assortment and pricing with First Insight

How Dick’s Sporting Goods uses data to make its products stand out

Dick's Sporting Goods partnered with First Insight, a customer-centric merchandising and predictive analytics platform, to improve its design, buying, and pricing decisions. Facing an industry new-product success rate below 40% and growing competition from Amazon’s private labels, Dick’s needed consumer-driven insights to differentiate its private-label and branded assortments and win shoppers’ favor.

First Insight collected shopper demographics, product-appeal scores, willingness-to-pay and qualitative feedback across email, social and the retailer’s site, then applied predictive models to inform product development, buying and pricing. The work helped Dick’s refine its assortment and pricing, led to a multiyear extension of the partnership, and aligns with First Insight’s reported ability to raise partners’ new-product success rates by 30–100%; Dick’s SVP called the solution “a critical element” of their recent success.

Dick's Sporting Goods