Dick's Sporting Goods: The Bold Decision to Stop Selling Assault Rifles

Abstract

Dick's Sporting Goods is a retail chain that offers an extensive assortment of high-quality sports equipment from leading brands, particularly emphasizing its unique speciality 'stores-within-a-store', each focused on a different sport or outdoor activity. On the 28 February 2018 Dick's Sporting Goods announced its immediate cease of selling assault weapons accessories, following the school shootings in Florida's Marjory Stoneman Douglas High School. Dick's also raised the minimum age to purchase firearms at all of its stores to 21. While Dick's ethical stance painted the firm as taking the high ground as well as offering protection, it came at the expense of breaking customer loyalty. Problems began when the most popular brands like Nike and Under Armour, which is 2014 made up 35% of Dick's retail merchandise, reduced their reliance in Dick's by developing direct sales channels and stores. Moreover, Dick's was late to implement e-Commerce, in a time when customers increasingly relied on online channels, and decreased their visits to traditional stores. Furthermore, changes in governmental legislations and taxation regarding firearm mandates introduced another threat that the firm did not foresee, but must respond to.