Dick’s Sporting Goods (DSG) is looking for new in-store service innovations in response to competition from online retailers.

Buying your first equipment for a new sport is never easy, and recommendation from staff is crucial in making the purchasing decision.Yet we discovered that in-store employees often lack the expertise to provide adequate guidance to novice athletes.

We designed a service concept “Equipment Library,” a second-hand equipment lending service that offers customers the chance to test gear before making a purchase.