News

Dick's launches retail catalog via app

June 29, 2012

Dick's Sporting Goods has released 2012 Football, a Digital Publishing Suite app for the iPad that is basically a retail catalog selling football cleats, equipment and apparel, according to Adobe.com's blog. It's designed to ease the gear research and purchasingprocess for its football customers.

For example, interactive photos of gear highlight helpful product attributes for the customer, while in-app videos demonstrate how they work.

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, said the blog. 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. Dick's can also integrate these analytics across its other channels to create a unified view of its multichannel business.

The app designers, according to the blog, used Digital Publishing Suite to integrate scrolling frames and to create nested overlays and navigation buttons that provide product information within a single page, allowing readers to compare items side by side, instead of flipping from one page to another.

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