ASO & DKS Google Review Tracker Update [March 2024]
Review tracker casts no light on earnings as DKS crushes and ASO disappoints
Academy Sports + Outdoors
Total number of reviews // 137
Average rating // 4.15 stars
Sequential improvement // -7.3%
Hard data // Academy Google Review Tracker
Dick’s Sporting Goods
Total number of reviews // 14
Average rating // 1.78 stars
Sequential improvement // -33.5%
Hard data // Dick’s Google Review Tracker
Commentary
Academy had 123 more reviews than Dick’s in the period
Academy outperformed Dick’s by 2.37 stars in the period
Not sure what to make of lack of engagement from customers of DKS other than they are really doing a bang-up e-commerce business compared to ASO. Doesn’t make much sense to me that ASO would have this much more ongoing engagement versus DKS.
In March both companies reported earnings: DKS posted a +2.8% same-store sales comp and ASO a -3.6% comp. It appeared ASO would post a positive comp via BofA debit/credit card data and Bloomberg data but it was off by a wide margin.
It appears sluggish launches of stores in new markets are hampering these comps. They lowered first year revenue target from these new stores from $18M in annual sales to $12-$16M. Yikes.
Overall, it was a disappointing quarter for ASO and stock was punished for it. Although it has recouped most of the initial ~15% drawdown. As it has recovered those losses, I have been more aggressively trimming my position. I will provide more detail in my monthly update coming in the next week or so.