When the world shuts down, there’s some value in kicking your business to the curb … as long as it’s messaged properly. 

Role: E-com/UX Copy Lead

Industry: E-commerce, UX, Retail

Client: DICK’S Sporting Goods

Objective: During the COVID-19 Pandemic, continue the sales of goods at locked-down brick-and-mortar locations through the DICK’S retail site with a curbside pickup option.

Challenge: Messaging a novel service (one-hour curbside pickup) to online shoppers.

Approach: I leaned into the most basic of messages: One-Hour Curbside Pickup at every point in the e-com funnel.

Results: As you might imagine, sales through the website skyrocketed during the pandemic, and the clear messaging on the site really helped defer shipping costs. In fact, the service went a long way to fuel a sea change in the way the company approached online sales. No longer was the site somewhat removed from the brick-and-mortar experience, but became the tip of the spear for many in-store purchases. The service, now updated to One-hour Curbside or In-Store Pickup, is still in use today.

Key Deliverables:

• Copy and messaging leadership.