With ScoreCard+ priced near Walmart+ and Target Circle 360, DICK’S is testing whether a 30 million-member base built on free rewards will convert to paid membership, a model general retail has pursued further than sporting goods so far.
DICK’S Sporting Goods introduced ScoreCard+, a paid membership tier added to its existing ScoreCard loyalty program, the retailer announced on July 1. For $99 a year, members receive $100 in quarterly rewards credits, one free service or experience worth up to $100, a standing 20 percent discount on in store services, unlimited free standard shipping, and a one time opportunity to earn triple points on a single purchase.
The launch extends a retail model that has become increasingly common across sporting goods and general retail: converting a free loyalty program into a paid subscription that locks in spending before it happens rather than rewarding it after the fact. DICK’S says its existing ScoreCard base includes about 30 million members who account for more than 75 percent of company sales, giving the retailer a large pool of existing shoppers to convert into paying subscribers.
Alongside the paid tier, DICK’S is lowering the threshold for its free program, cutting the minimum reward redemption from 300 points ($10) to 150 points ($5), and expanding the categories in which members can earn and redeem points to include services such as bike repairs, glove steaming and restringing, and experiences like climbing walls and golf simulators at its House of Sport locations. ScoreCard Gold status, unlocked at $500 in annual spending, still includes a $10 annual award and a dedicated customer service line.
The program changes also connect to the DICK’S MOVE feature, which lets members earn additional points by syncing a fitness tracker and hitting daily activity targets such as 10,000 steps, three miles of walking or running, or 30 minutes of exercise, tying loyalty rewards to behavioral data the retailer can use for personalization and marketing.
The rollout follows the May relaunch of the DICK’S branded credit card with Synchrony, which now offers 10 percent back in rewards on qualifying purchases and grants Gold status after a cardholder’s first transaction, according to the companies’ announcement and subsequent Retail Dive reporting.
ScoreCard+ has been available since July 1 through DICK’S Sporting Goods, DICK’S House of Sport, Golf Galaxy, Golf Galaxy Performance Center, Public Lands, and Going, Going, Gone! locations, as well as online.
