Marketing Projection: NinthDecimal Study Probes Beneficiaries of Sports Authority’s Closure

NinthDecimal is out with a new study that reveals exactly which stores have the greatest opportunity to pick up customers from Sports Authority after it closes its doors for good. “Based on NinthDecimal’s analysis of trillions of data points on consumer foot traffic from over...

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ND_Vert_BlueBLU_bkg_WHT_1200px-GoogleplusLogoNinthDecimal is out with a new study that reveals exactly which stores have the greatest opportunity to pick up customers from Sports Authority after it closes its doors for good.

“Based on NinthDecimal’s analysis of trillions of data points on consumer foot traffic from over 135 million unique individuals, the study predicted that the biggest beneficiaries among sports retailers and big box stores would be Big 5 Sporting Goods and Walmart,” a report summary shared with MMW reads.

The study also revealed a 39 percent decline in foot traffic at Sports Authority stores in the year leading up to the announcement that it would completely shut down.

By comparing in-store foot traffic, the study revealed that Sports Authority customers visited Big 5 Sporting Goods stores 5.8 times more than other sports retailers, and that these customers visited Walmart 6.9 times more than other big box retailers. The data demonstrates that these retailers are in the best position to pick up revenue that previously went to Sports Authority, and are expected to see a proportional increase in sales once the shutdown is complete.

To learn more, check out the full study here.

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