The Pace of Change Makes Retail Technology a Moving Target
The evolution of customer expectations is putting new pressure on omnichannel retailers to deliver faster, more seamless service. Dick’s Sporting Goods has responded by sharpening its same-day delivery capabilities — a critical offering when customers need equipment urgently, sometimes even while traveling. “At the end of the day, we want to get our athletes what they need, when they need it,” Graham said.
Dick’s Sporting Goods has also developed innovative ways to interact with customers across channels. When shoppers show interest in golf, for instance, the retailer’s contact center can connect them directly with golf pros and other experts, giving them a more informed and personalized experience. Inside its stores, Dick’s Sporting Goods has expanded its House of Sport concept — an immersive environment featuring activity zones where customers can test equipment firsthand. Interactive digital displays add another layer of engagement, delivering product-specific content based on what shoppers are exploring.
“We want to make the journey as seamless as possible, however our athletes interact with us,” Graham said.
Meeting these expectations has required a stronger technology foundation. While expanding its omnichannel capabilities, Dick’s Sporting Goods found its tech stack had grown overly complex. To address this, the company broke its website operations into specific microservices and adopted cloud-first, cloud-native strategies to improve agility and performance.
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Payments Are an Essential Element of the Omnichannel Experience
Omnichannel commerce isn’t just about how customers shop; it’s also about how they pay. “Omnichannel started out about a decade ago and really has become a must-have for merchants around the world,” said Jeff Pomeroy, senior vice president for enterprise payments and payment service provider platforms at PayPal.
MJ Worsham, vice president of restaurant technology at Five Guys, emphasized the importance of offering consistent payment options across all customer touchpoints. If a payment method is accepted online but not in-store, he noted, it can create friction that diminishes the overall experience. As commerce continues to span websites, apps, stores and third-party platforms, unified payment systems become increasingly essential.
