Academy Sports + Outdoors ecommerce sales rise, total sales drop

Academy Sports + Outdoors sales dropped 1.4% 12 months over 12 months in its fiscal first quarter ended May 4.

Comparable sales declined 5.7% in the identical period. Meanwhile, ecommerce sales had back-to-back quarters of positive growth, in keeping with CEO Steve Lawrence. Academy Sports also announced an exclusive partnership with DoorDash that gives its consumers same-day delivery from its stores.

The retailer has 285 stores in 19 states. It opened two recent stores during its fiscal Q1. Looking ahead, Academy Sports plans to open one other 12 to 14 stores within the second half of the 12 months.

Lawrence said in an announcement that the retailer’s Q1 results reflect its consumers remaining “under pressure in the present economic environment.”

In an earnings call with investors, Lawrence explained that a part of Academy Sports’ core strategy is to grow its ecommerce sales to succeed in 15% penetration over the subsequent five years. To realize that concentrate on, he said the retailer’s goals are “to streamline and elevate the omnichannel shopping experience, offer expanded assortments online, and improve our achievement speed.”

Academy Sports + Outdoors ranks No. 144 within the Top 1000. The database is Digital Commerce 360’s rating of North America’s top online retailers by their annual web sales.

Academy Sports + Outdoors ecommerce sales in Q1

In its fiscal Q1, Academy Sports sales totaled $1.26 billion. That’s down from $1.38 billion within the year-ago quarter.

Academy Sports ecommerce sales grew 8% 12 months over 12 months. Moreover, Academy Sports ecommerce sales comprised 9% of total sales in Q1 2024. That compares to eight.2% within the year-ago period. Buy online, pick up in store (BOPIS) and ship-from-store sales represented greater than 80% of Academy Sports ecommerce sales.

Lawrence said that “highlights the true omnichannel approach that we’ve taken to growing this business.”

He added that there are three primary sales drivers regarding the retailer’s customers:

1. Newness
2. Value
3. Driving traffic during key periods

Academy Sports also seeks to push its My Academy rewards program by expanding buying power for patrons. That features a welcome offer of 10% off a customer’s next purchase of as much as $200. It also includes free shipping on purchases of greater than $25. That compares with a $50 minimum free of charge shipping for non-rewards members. Along with expanding buying power, Lawrence said those in this system may have faster checkout each online and on its app, in addition to “insider access to personalized offers, deals and products, and a birthday reward.”

Academy Sports partnership with DoorDash

As of June 10, consumers can shop from Academy Sports via the DoorDash app. Consumers can order items for same-day delivery from all Academy Sports locations. Those locations are also available on DashPass, DoorDash’s membership program that gives members a $0 delivery fee and reduced service fee on eligible orders.

Chad Fox, executive vp and chief customer officer, said in an announcement that Academy Sports is worked up to present its customers “one other convenient solution to get the products they need quickly.”

“Academy Sports + Outdoors is continually searching for ways to assist our customers get to the fun faster, and we imagine this partnership with DoorDash will provide them with a brand new choice to get the gear they need,” Fox said within the statement.

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