ScoreCard is Dick’s Sporting Good’s loyalty program. It’s free to join and includes benefit such as 1 point per every dollar spent at Dicks, receipt-free returns, free standard shipping for orders of $49+ and access to member deals/discounts. There is another tier of the program called ScoreCard Gold. Gold benefits include one day when purchases at Dick’s locations earn 3 points every dollar, 3 times the normal earn rate, and one $10 giftcard every year the Gold status is maintained (it is worth calling out that this $10 giftcard expires one month after being issued). To qualify for Gold, Dick’s customers have to either spend at least $500 on qualified Dick’s purchases or use its private label or general purpose Mastercard credit card at Dick’s once. Not a difficult requirement, but then again, the Gold’s benefits don’t look too attractive either.

So what is ScoreCard+ and where does it fit into the current program? ScoreCard+ is a pre-paid annual membership program at $99 a year. Here are the benefits of ScoreCard+ compared to the standard tier:

Essentially, a ScoreCard+ member front-loads the membership fee and gets back the annual bonus rewards gradually throughout the member year in rewards which can only be used at Dick’s locations. There are more benefits to make the offer appealing, but everything revolves around encouraging spending at the brand. This new feature only makes sense for die-hard Dick’s fans. For Dick’s, ScoreCard+ creates initial buy-in and locks in customers for an entire year. A smart move on their part.

Then, there are Dick’s branded credit cards. These cards will let customers earn 10% back on Dick’s purchases or up to 24 months special financing (customers that choose special financing will not earn accelerated points) and 1% back on other purchases (with the general purpose card). What is confusing is the values of Dick’s loyalty points. 300 points is worth $10 in gift card and rewards can only be redeemed in $10 increments. Hence, a Dick’s Mastercard holder will earn 300 points on a $100 purchase at Dick’s (no special financing) that is worth $10 in rewards (hence the 10% marketing language).

Here is how I think about Dick’s loyalty play. The branded credit cards are for people eligible to get one (21+, good enough credit) and for those that look for special financing. ScoreCard+’s unique selling point is the no minimum order value for free shipping and more accessible as there is no need for a credit check. The one that looks out of place for me is ScoreCard Gold. I’d expect Dick’s to retire this tier completely. In addition, why not adding free shipping regardless of order value for the Dick’s credit cards? Academy Sports does it. If the cards enable free shipping at Dick’s and there is no ScoreCard Gold, ScoreCard+ is for those that don’t want or cannot get a credit card and the cards are for those that do. Simplified. User friendly. Value added.