Sports and fitness retailer Dick’s Sporting Goods is building out its range of mobile commerce-enabled services with a new application that integrates with the brand’s loyalty program.

The app is available for free download on Android smartphones and iPhones. Dick’s Sporting Goods has been ramping up its mobile efforts recently with marketing initiatives as well as an iPad shopping app.

“The overall goal is to deliver a best-in-class mobile app experience that features loyalty as the key engagement component,” said Lauren Hobart, chief marketing officer at Dick’s Sporting Goods, Pittsburgh.

“Dick’s Sporting Goods wants to provide new and existing consumers with an engaging customer experience, enhance the in-store experience and drive multi-channel product sales through the use of the app,” she said.

Loyalty hub
Dick’s Sporting Goods is using the app as a central hub for its ScoreCard Rewards Program.

Via the app, consumers can sign up for the ScoreCard Loyalty Rewards Program.

Users can also track points, make purchases using the program and find reward certificates.

With the device’s built-in GPS, consumers can find nearby stores. The app also includes a built-in scanner to let consumers scan product and QR codes while shopping. Users can then pull product descriptions, news, prices and reviews on items.

Additionally, the app is commerce-enabled to let consumers shop. Shopping features include weekly ads and merchandised categories. A search bar is prominently displayed across the top of the app to let consumers search for specific items and keywords.

Social media is woven into the app to let consumers “Like” or follow the brand on Facebook and Twitter. Consumers can also check-in via foursquare through the app.

To encourage consumers to download the app, reward members who download the app will receive 50 ScoreCard Reward points. Additionally, members who use the app to check-in on foursquare can earn extra points.

Mobile sport
Mobile commerce continues to gain traction and can be effective at building a brand’s group of loyal consumers, particularly when it is used to connect in-store and online shopping.

Earlier this year, Dick’s Sporting Goods ran a mobile advertising campaign on ESPN’s mobile site to drive traffic and sales through the company’s mobile site (see story).

Additionally, the brand also recently rolled out an iPad app to let football fans buy merchandise and gear. The app also included in-app video to showcase merchandise (see story).

Although a mobile Web site captures the vast majority of mobile users, apps give a richer experience, which is important for a brand’s loyalty program. Additionally, by including incentives such as extra points gives users an incentive to not only download an app but also use it time and time again.

“Dick’s mobile strategy is an important part of our commitment to provide customers with exceptional digital tools to shop for the products they need. Our goal continues to be to deliver an excellent customer experience whether in one of our stores, shopping online or using a mobile device,” Ms. Hobart said.

“By leveraging extensive consumer research, we’re currently evaluating how technology —especially how mobile technology — is going to shape the overall customer experience,” she said. “Personalization is a huge piece of this equation, including how consumers want to receive communication from us.”

Final Take
Lauren Johnson is associate reporter on Mobile Commerce Daily, New York