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Tickers in this Article: WMT, UA, NKE, FL, DKS
In an effort to provide topnotch shopping experience to its customers, Dick's Sporting Goods Inc. (DKS) recently publicized the introduction of a new mobile application for iPhones and Android Smartphones. The new mobile app will offer several benefits to the users and will enable them to enjoy the entire benefits of Scorecard Rewards Program. By using Dick's mobile app, consumers can locate the company's stores in any particular area and can also buy goods straight away using the mobile application. Moreover, users will be rewarded 50 bonus points for downloading and getting indulged in the Dick's Sporting Goods brand on social media.

Retailers have shifted their focus on buyers' needs to generate growth opportunities that will augment sales. The companies are betting high on technological advancements to beat competition and safeguard themselves from adverse economic conditions, which includes the use of e-commerce and m-commerce. These strategies enable the companies to generate additional revenues and broaden their existing customer base.

Dick's remains confident on the launch of the mobile application, believing that it will provide a better service to its customers and will augment the company's sales. Moreover, we believe that the new mobile app is extremely handy for the company to enhance its relationship with clients by attracting and retaining customers as well as promoting its offerings.

Apart from these, Dick's continues to establish a healthy vendor-customer relationship and add exclusive and more favorable product mix. Moreover, to generate incremental sales, Dick's Sporting Goods continues to roll out its 'store within a store program' with Nike Inc. (NKE) and Under Armour Inc. (UA).

As of July 28, 2012, Dick's operated 490 stores in 44 states. Additionally, the company operates 81 Golf Galaxy stores in 30 states.

Currently, we maintain our long-term 'Neutral' recommendation on the stock. Moreover, Dick's Sporting Goods, which competes with Foot Locker Inc. (FL) and Wal-Mart Stores Inc. (WMT), retains a short term Zacks #2 Rank (Buy rating) for the next 1-3 months.

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