Dick's Sporting: The Largest Omnichannel Business

The multichannel system is when companies use one or more than one marketing channels to interact, promote and sell their products (Kotler & Keller, 2016, p.192). The increase in channels has three benefits to the companies; which are an” increase market coverage, lower channels cost, and the ability to do more customized selling.” (Kotler & Keller, 2016, p.193). For example, Dick’s sporting uses promotional emails, donate and sponsor team and leagues in the community and newspaper ads to communicate to customers.
Dick's Sporting is considered as one of the “largest omnichannel businesses, with more than 600 stores nationwide and more than $6 billion in annual revenue” (Fiorletta, 2015). Omnichannel marketing uses multiple channels to “work