Agenda & Speakers

Capturing and Capitalizing on Magic Moments with LIDS Sports Group

Timing can be everything, and that especially rings true for Lids Sports Group. Meeting the demands of passionate sports fans is not always an easy task, but LIDS SVP of e-Commerce and Marketing Jeff Pearson is working to meet those requests wherever, and whenever they occur.

Between managing distributers, physical stores, communication channels, and online orders, LIDS finds a balance of responding the customer requests during the world’s largest sporting events and significant moments year-round. Additionally, with the launch of the LIDS Access Pass program, customers can join the action through the free or premium tiers for additional discounts and updates on their favorite teams’ products.

LIDS Sports Group’s Jeff Pearson will discuss will how LIDS not only balances an evolving multi-tiered program but is also listening to customer requests and keeping up with the constantly evolving marketing, loyalty, and sports/entertainment industries.

Key Takeaways:
  • - Balance between capitalizing on unexpected and emotional “fan moments” once they happen, but also proactive planning for “all hands on deck” communications and operations strategies during and after significant events throughout the year
  • - Operating a loyalty program with a free level and premium tier, and understanding what drives and is important to both audiences
  • - Continued evolution of an established program with multiple tiers, including improvements for communications and rewards


Jeff Pearson, Senior Vice President, E-Commerce & Marketing, Lids Sports Group

Jeff Pearson is the Senior Vice President of E-commerce and Marketing for Lids Sports Group. He is responsible for multiple websites operated by Lids including and In addition, Lids has over 1300 stores in the US and Canada where Jeff leads the marketing, promotions and store support.   Key work coming soon includes a new Lids App and a renewed customer loyalty program aimed at providing key benefits for loyal customers.   Before joining Lids in August of 2016, Jeff was the Senior Vice President of E-commerce, Marketing and Strategy for hhgregg. He spent 10 years at hhgregg in various leadership roles.

Agenda Overview

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