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Never one to fudge an issue, Jack Lynes, our man about the trade, this month tackles climate change. No, he has not turned his attentions so much to the weather, though it does get a mention, but to the changes taking place on the retail scene generally and in particular, of course, in our sporting goods business. Sometimes controversial, but as ever, issues that we might ignore at our peril, are explored in depth.
RECORD RAINFALL. SALES SUFFERING. WERE WE READY? The daily headlines as I prepare this month’s Trade Talk are truly depressing.The independent trader will not shed too many a tear for the giants in trouble who see their shares fall by the wayside and some may even be rubbing their hands in glee in the knowledge that those who have seemingly set out to dominate the market, not by being the best, but by determining to ‘see all the others off’ in the course of so doing.But just exactly who are these ‘others’ and how deserving are they of a continued presence on our High Streets and in our shopping malls ? Incorrectly referred to as the independents, they are anything but. Independent? They are dependent on well nigh every imaginable circumstance. Dependent on their knowledge. Dependent on their health. Dependent on their position and often their landlord.Dependent on their Bank. Dependent on their staff. Often dependent on the understanding of their family. Dependent on their supplier. Dependent on their trade association, a subject to which I will return later.Dependent on the internet and the post and delivery services through which, apart from invoices, (which never fail to arrive) and SGBUK (which eventually, always does too) they receive much spam and far too many appeals.And most important of all, the punter,who depends on the ‘independent’ to be there with the knowledge, the stock, the time, and the interest to serve him/her well.
IN MY NECK OF THE WOODS the ‘independent’ is fast disappearing, to be replaced by coffee bars, more coffee bars and still more coffee bars. Bookshops,wine merchants, kitchenware shops, shoe shops, and others, have given way to national and international coffee shops who now seem to be making many of our towns into look-a-likes.Hold it a minute though.Haven’t I, often quoting the people and firms with whom I have spoken, time and again quoted the main advice as to how to stay in business and prosper (and who wants to do one without the other?) as ‘specialise’.And surely, you will observe, bookshops,wine merchants, kitchenware shops, shoe retailers, and the like are specialists, so how come they are not able to compete? Why are coffee shops able to pay the rent and side by side with one another successfully invade our thoroughfares? Maybe it is time for some rethinking. The way we run our businesses is not cast in stone and this could be a good time to admit to needing to take off our blinkers and have a fresh look at what we are doing and how we are doing it. There may sometimes be a good case for calling in an outsider to check us out, to look at our shop layout, the stock we carry (usually too much!) and perhaps what we choose to carry and whether our choice is based on history or on potential sales. The Dependent factor as to whether our business has a future is surely based firmly on whether we are prepared to take a deep breath, clean our lenses, and take a long hard look at where we are, and where we are likely to be just a few years down the road, and if we are willing to make a change.
APOLOGIES IN ADVANCE to those who are satisfied with how everything is right now and who are convinced either that ‘things are bound to get better’ or ‘ what will be will be’, the remainder of this month’s Trade Talk is not for you and I can only suggest that you turn over to another page right now. For those still reading,welcome to the real world. Let’s go!
SO,WITH OPEN MINDS, which remember translates as ‘with minds open’, lets first consider what we are selling or more to the point what we are not selling but could so be doing without forsaking what we have successfully built up. Sport is associated with healthy living and the perception of a good athlete, a team player, a sportsman, is one of someone with a strong and agile body and mind, and to be a winner, in possession of a competitive spirit, good nerve and the will to win. So, as well as having the necessary gear in which to play and the choice of equipment with which to perform, are we catering for these peripheries ? And if we are, do we have sufficient knowledgeabout them to warrant the participant’s trust in us to purchase from us? We can only succeed in challenging the competition by firstly having the product which they probably do not have, and secondly by constantly updating our knowledge of everything that we have for sale, and thirdly being able to put across that knowledge to the would be buyer. Such advice applies equally to those in the traditional sports business as to our allies, the authentic store that caters for the outdoor life in general. Indeed there is a growing realisation that the demarcation lines are thinning and that where space allows,may disappear to a greater or less degree, to all who are prepared to broaden their horizons and who wish to improve their bottom line.
IN FUTURE MONTHS SGBUK will be focusing on this crossover issue; this month’s combined Sporting Goods and Outdoor World magazine goes some way to recognising the shared values and opportunities open to both trades. So much product-wise and advice-wise applies to them both.Whilst no one is suggesting that serious backpacks have any link with hockey sticks, the same can be said as to swimwear and tennis rackets. So lets look this month at where the bona fide sports retailer might be missing out in areas that only a limited number of them have previously ventured, always bearing in mind that the successful retailer, in whatever sphere,will want to extract as much money as possible from the body in his shop and if that body happens to be a Dad who has only come in to buy a football for his son or swim goggles for his daughter, just happens to be in the market for that rather interesting ‘macinapac’ which he sees on the way through,well, that will help to pay the rent.Much as the supermarkets may shout about always being cheaper than their competitors, a cry that may entice one in through their doors in the first place, I would imagine that having done that, they rely more and more on impulse buying. How many of us can truly say that we only arrive at their tills with our baskets containing the items for which we came in? With their space, display of product, prominence and position, is what matters. In our stores, however, with space usually at a premium, it is those on the shop floor who can increase the likelihood of those all important ‘add-ons’. Buyers must make sure that the add-ons are there and rather than simply place them in the right spot and prominently display them,must make certain that the shop store staff are fully acquainted with them and are capable of bringing them to the attention of those who are prospective buyers and of knowing how to promote their sales. Practising the art of selling is so much more stimulating and satisfying than pulling barcodes over a scanner and putting the proceeds into a till.
HERE AT RANDOM are just a few of the items that are common to both the traditional sports shop and those who sell to the outdoor enthusiast.You will doubtless think of many others but this should get the ball rolling. Lets start by finding our way.Yes, compasses. SatNavs may lead you to all manner of places but at least with a compass you are able to know in which direction you are going. The name Silva immediately comes to mind and there are many others. As with so many products the low priced basic models do have a place, and they do sell, but as specialists check up on some of the more sophisticated models.And how far do you want to go and how far have you been? Pedometers too come in many shapes and sizes and are of use to both walker and runner alike.And how long did it take? There are sports watches galore, some counting up and others counting down, referees all need watches, and there are time keeping devices for all manner of records. But why stop at watches (pardon the pun) when games clocks (chess, for example) could be offered and while on the subject of watches, how about watching? Binoculars are good sellers, often for presents,with a welcome acceptance by sports spectators and bird watchers (the birds of the feathered kind).And whether running or climbing, how’s your heart doing? There is a great range of heart rate monitors combined with blood pressure gauges often exercising the brain as well as relieving anxiety, or perhaps even warning of possible problems. The sports trade and the outdoor specialist should both be exploiting these products and the pages of this journal should be playing their part in keeping you informed.However, these products do not usually sell themselves. That is the challenge. That is the opportunity. That is where the independent can score over the multiple and the self service store. The list is well nigh endless. The blister pack, the foot insole, the boot preservative, the health food bar, the back support, yes, the knee, the ankle and all the others too.As to Wellingtons, hopefully there will be a late late summer and sun cream may be the order of the day, but when the winter does arrive be sure you have those sledges in stock.You wont sell one until the snow actually settles, but if my experience and memory is to be relied on, Jo Public will never forgive you if they are not there when the time comes. Sliding on black sacks may be quite efficient but………
Jack welcomes your comments and is always glad to discuss your ideas, problems and concerns, either person to person, or in print. If there is anyone you would like him to meet or any product to write about please contact the Editor or Jack (writeawayjack@aol.com) His articles do not necessarily reflect the views of the publishers and are not ‘advertorials’. They are not seen prior to publication by any person or firm to whom they may refer.
