Brand loyalty

Welcome back to the Leaders in Customer Loyalty series.

This is the Brand Stories edition.

It's a pleasure having you with us every Thursday, so thank you very much for taking the time to join us.

Today, we're pleased to welcome Kate Fadishian.

She's the Vice President of Marketing Transformation at Dick's Sporting Goods.

Nick's Sporting Goods has established itself as a leader in the retail industry by combining customer loyalty, customer experience, youth sports engagement, digital innovation, and emerging technologies to build stronger relationships with its customers.

From the continued evolution of the Scorecard loyalty program to the introduction of the Scorecard Plus, to the growth of the Game Changer app and investments in AI-driven personalization, DIX continues to shape the future of customer engagement.

In today's discussion, we'll explore how the company is responding to evolving customer expectations, engaging the next generation of athletes and families as well, and leveraging customer loyalty and customer experience to drive growth for what's next for the brand.

And the interesting thing, it was a real breakthrough in the field because nothing like this existed before.

Also, we did one other thing in my dissertation, which was quantitative analysis of brand loyalty.

And brand loyalty at the time was viewed in the consumer behavior area, but never applied in the organizational buying behavior area.

That's really interesting.

Yeah, of course, I think there's a lot of brand loyalty dynamics within an organization.

I think the concept of the buying center and how the buying center changes depending on the dynamic of what's being purchased.

Like you said, a first-time purchase in the category, a new vendor in the category, a repeat of the same vendor.