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SGB Sports Retail Survey
Continuing our coverage of the SGB Sports Retail Survey, here we look at where retailers stand on the matter of that fast-growing giant, e-commerce.
According to the SGB Sports retail survey, a total of 66.6% of independent sports retailers see the online side of their business growing steadily or rapidly over the next two years. Despite fierce competition and problems with online pricing, online retailing is clearly an issue that retailers must address in some way.
Despite the inevitable rise in online shopping, survey respondents also highlighted that there remains a significant section of consumers who opt not to shop online, and who also opt not to shop in large multiple outlets. Instead, they prefer to shop in a familiar setting of a high street shop, where they expect to receive the friendly service and comprehensive knowledge of sports and products that cannot be obtained online or in the multiples.
In the money
We held a prize draw among survey respondents, for one retailer to win a £100 voucher from Amazon. The congratulations go to Michael Samways of Abingdon Sports in Oxfordshire.
How it was done
Sporting Goods Business commissioned DT Marketing, an independent marketing consultancy, to carry out the Sports Retail Survey.
In addition to distributing the survey online and via direct mail, DT Marketing undertook a series of one-to-one telephone interviews with retailers from a variety of affiliations and geographic locations.
This was done to gain information concerning retail operations and to obtain detailed views on relevant strategic issues.
Over 1,000 independent retailers were presented with the survey, from which 163 responded.
98% of respondents were key influencers and decision makers in their business, such as owners, directors and managers of sports stores.
All survey responses are strictly non-attributable.
