PITTSBURGH (KDKA) — Right in time for the hunting season, Dick’s Sporting Goods is planning to open a specialty store in Cranberry this fall just for hunters, fishermen and other outdoorsmen.
Called Field Stream, Point Park University business professor Elaine Luther says it’s the marketplace at work.
“Other places that have done that are Cabela’s — which looks like they are really going for the same market with this Field Stream store for Dick’s — is going the hunting, camping, fishing, sporting type people,” says Luther.
Luther says niche marketing is both good for the consumer and the retailers — and says Dick’s is looking for a special kind of employee.
“They want to hire enthusiasts,” she says. “They want to hire hunters, campers, outdoor people.”
And niche stores are popular with hands-on people.
“It’s a good way to compete against the internet because you really need to be hands on in trying some of this equipment,” Luther said.
Luther believes that Field Stream will become a destination store for hunters, fisherman and many others.
“They’re putting it in Cranberry because it’s near a highway and can have a big space. But they’re really — it’s going to be a destination, and people will be driving from a lot of different areas,” says the business professor.