June 28, 2012
Last week, Dick’s Sporting Goods released 2012 Football, its first Digital Publishing Suite app on the iPad. Dick’s Sporting Goods is a Fortune 500 company and one of the largest sporting goods stores in the world. Its app is a retail catalog devoted to football cleats, equipment and apparel, designed to ease the gear research and purchasing process for its football customers. For example, interactive photos of gear highlight helpful product attributes for the customer, while in-app videos bring the product to life. Combining these interactive features with the immersive experience of a catalog app, Dick’s Sporting Goods is able to showcase products in the context of their environment and inspire customers to buy. To this end, the app is part of the retailer’s omnichannel strategy, with each page including a “Buy Now” button, which opens the Dick’s Sporting Goods website and allows the consumer to purchase equipment without leaving the app.
In addition, the Dick’s Sporting Goods’ marketing team uses analytics in its catalog app. With extended metrics available from Adobe SiteCatalyst, the retailer can understand buying behavior in the app and optimize tablet content. In addition, the retailer can integrate these analytics across its other channels to create a unified view of its multichannel business.
With this catalog app, Dick’s Sporting Goods has already seen initial success. The app has already received 5-star ratings from iTunes reviewers. In addition, the interactivity and immersive format are resonating with customers. As an iTunes customer succinctly stated:
“Love this app. Being able to swipe cleats to see different colors is very cool. Great videos too. I have other catalog apps on my iPad. This one is way more interactive. I like that I can purchase what I want right from the app.”
Finally, the app designers have used Digital Publishing Suite features in creative and even crafty ways, which are showcased in the video below. By integrating scrolling frames, nested overlays, and navigation buttons, they provide extensive product information within a single page, allowing readers to compare items side by side, instead of flipping from one page to another.
- Visit the iTunes store to download the app
- Learn more about the app in the App of the Week video below.