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Commerce chronicles: Mar 4, 2024

Mar 04, 2024 - Alyssa Wolfe
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DICK'S Sporting Goods launches new ecommerce campaign, the NIST focuses on supply chain risk management and Wolverine runs Women-Made for Women’s History Month. Plus, Draper James chooses as new fulfillment partner and ecommerce sales hit new record.

In this week’s news, DICK'S Sporting Goods uses Will Arnett and Kathryn Hahn to promote ecommerce. The National Institute of Standards and Technology updates its framework with a focus on the supply chain. Workwear brand Wolverine Boots and Apparel launches its Women-Made campaign to celebrate women in the trades. Draper James partners with, and the ecommerce and retail automation markets are booming. Visit our blog every Monday for a roundup of the latest commerce news.

DICK’S Sporting Goods uses humor and a couple of notable actors to bolster ecommerce

DICK'S Sporting Goods recently launched a new ecommerce ad campaign titled "Click On," featuring actors Will Arnett and Kathryn Hahn.1 Produced in collaboration with Juxtapose Studio, London Alley and directed by Lake Bell, the campaign comprises two 30-second spots showcasing the seamless online shopping experience offered by DICK'S, emphasizing its wide range of athletic apparel, footwear and sporting goods equipment. Through humor and relatable characters played by Arnett and Hahn, the campaign aims to highlight DICK'S as the ultimate online shopping destination, mirroring the service and unique offerings found in its brick-and-mortar stores.

The campaign underscores DICK'S commitment to providing exceptional service and a wide-ranging assortment online, emphasizing the convenience and ease of shopping on Emily Silver, Chief Marketing Officer of DICK'S Sporting Goods, talks about the importance of addressing urgent sporting goods needs while ensuring a seamless, fast and fun online shopping experience. She says, “If you are or you know an athlete, these situations will feel familiar – it’s the week of tryouts or the day of the game or you’re about to start a new fitness activity, and that new gear is needed now.” Director Lake Bell praises DICK'S values and track record of social good, expressing enthusiasm for collaborating with Arnett and Hahn to bolster the brand's ecommerce offerings.

The ad campaign, "Click On," is now running across various platforms, including broadcast, social media and streaming services. As part of the campaign, The DICK'S Sporting Goods Foundation provided Arnett and Hahn with $100,000 Sports Matter Grants to support youth sports organizations of their choosing. The ad highlights the importance of the ecommerce customer experience: And how fast fulfillment and delivery helps drive brand satisfaction.

Wolverine Boots and Apparel launches Woman-Made campaign in time for Women’s History Month

Wolverine, a workwear boot and apparel company founded in 1883,2 has launched their Women-Made campaign in time for Women’s History Month. The campaign addresses the existence of the term “man-made” but not “woman-made.” To support the campaign, Wolverine started a petition to have the word officially added to the dictionary while also spotlighting the incredible accomplishments of women in the skilled trades.3 The campaign’s anthem video highlights creations by women, featuring prominent structures and key figures led by women in various fields. In addition, Wolverine aims to address the historical underrepresentation of women's achievements and empower more women to pursue careers in the skilled trades. Lauren King, Director of Brand Marketing at Wolverine, talks about women’s pivotal role in shaping the world. She says, “We hope to inspire girls and women around the globe to have the confidence to pursue any passion, especially within the skilled trades where women are drastically underrepresented.

The campaign also involves real estate developer Mika Kleinschmidt and features her contributions to the trades. "As someone who's built quite a lot, it's mind-boggling to me that 'woman-made' isn't in the dictionary," says Kleinschmidt. "It's no surprise to me that my husband, Brian, is one of my biggest champions – but I hope many more men will join this movement. Together, we can redefine success and create a world where 'woman-made' is widely used and girls and women of all ages can see their achievements being celebrated."

Wolverine has also partnered with Girls Garage, a design and construction school for girls, and donated $25,000 to support their mission of empowering young women in the design and building industry. Through these efforts, Wolverine seeks to redefine success and create a world where "woman-made" is celebrated and recognized and where girls and women of all ages feel empowered to pursue their goals in traditionally male-dominated fields.

Despite slowing growth rate, US ecommerce sales hit new quarterly record

In the fourth quarter of 2023, adjusted U.S. retail ecommerce sales totaled $285.2 billion, showing a modest increase of 0.8% from the previous quarter.4 Total retail sales for the same period reached $1,831.4 billion, indicating a slight rise of 0.4%. However, compared to the fourth quarter of 2022, ecommerce sales surged by 7.5%, accounting for 15.6% of total sales. On an unadjusted basis, ecommerce sales in Q4 2023 totaled $324.8 billion, marking a substantial increase of 19.5% from the previous quarter and 7.2% from the same period in 2022. Notably, ecommerce sales for the entire year of 2023 were estimated at $1,118.7 billion, representing a significant 7.6% increase from 2022 and accounting for 15.4% of total sales, up from 14.7% in 2022. These figures highlight the continued expansion of online retail in the U.S. market, demonstrating its importance for brands.

Draper James partners with for omnichannel fulfillment, a leading provider of unified commerce and logistics solutions, announced a partnership with Draper James, the fashion and lifestyle brand founded by Reese Witherspoon.'s technology-enabled logistics network and third-party logistics (3PL) capabilities will simplify omnichannel fulfillment for Draper James, improving customer experience and meeting increasing consumer demand. The technology-driven solutions automate supply chain operations, reducing costs and providing real-time order and inventory visibility. Draper James' CFO/COO, Sarah Foley, highlighted's expertise in supporting leading apparel brands and robust technological capabilities, ensuring a high-quality customer experience while managing fulfillment costs effectively. Founded in 2015, Draper James offers fun, feminine, confidence-inspiring pieces for everyday wear and special occasions, paying tribute to Reese Witherspoon's family influences and emphasizing the importance of enjoying life's pleasures.

NIST updates cybersecurity framework with an emphasis on supply chain issues

The National Institute of Standards and Technology (NIST) released version 2.0 of its national cybersecurity framework, a decade after the initial release, with a focus on governance and supply chain issues for both public and private sector entities.5 The updated guidance introduces a sixth core function, "govern," alongside the existing pillars of "identify," "protect," "detect," "respond" and "recover," emphasizing the establishment, communication and monitoring of cybersecurity risk management strategies and policies within organizations. Laurie Locascio, director of NIST, highlighted the significance of bringing cybersecurity discussions into the boardroom, indicating a shift in priorities towards addressing supply chain risks and complexities. The framework also includes Cybersecurity Supply Chain Risk Management (C-SCRM) as a systemic process to manage exposure to cybersecurity risks by developing appropriate strategies, policies, processes and procedures. NIST also released Quick Start Guides (QSG) with implementation examples to help entities in achieve the outcomes of the cybersecurity framework 2.0 subcategories. Throughout the framework development process, NIST engaged stakeholders and valued feedback to enhance transparency and trust in the framework's effectiveness and applicability.

The retail automation market is expected to be valued at USD 27.6 billion in 2024

The retail automation market is anticipated to reach USD 27.6 billion in 2024 and is projected to hit USD 44.3 billion by 2029, growing at a CAGR of 9.9% during the forecast period, as per a report by MarketsandMarkets™.6 Key drivers include the growing demand for high-quality, speedy service and increased adoption of integrated automated technology in warehouses. Market growth may be hampered by factors like regular maintenance and meeting regulatory compliance. However, the increased supply chain management transparency and enhanced retail experiences for consumers through automation technologies present promising prospects for market players in the years ahead.