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SGB Sports Retail Survey
In our final instalment of analysis from the SGB Sports Retail Survey we look at how retailers rate the varied point-of-sale materials provided by manufacturers and suppliers.
We asked retailers to rate the effectiveness of six different types of in-store marketing materials provided by suppliers.
Stands
- Very effective: 18.7%
- Effective: 46.3%
- Somewhat effective: 26%
- Not very effective: 9%
Leaflets
- Very effective: 11.1%
- Effective: 27%
- Somewhat effective: 47.6%
- Not very effective: 14.3%
Cards
- Very effective: 5.8%
- Effective: 22.3%
- Somewhat effective: 47.1%
- Not very effective: 24.8%
In-Store Fixtures
- Very effective: 24%
- Effective: 43.8%
- Somewhat effective: 24%
- Not very effective: 8.2%
Posters
- Very effective: 7.3%
- Effective: 42.7%
- Somewhat effective: 39.5%
- Not very effective: 10.5%
Window Displays
- Very effective: 38.4%
- Effective: 41.6%
- Somewhat effective: 14.4%
- Not very effective: 5.6%
It is no surprise that the window display dominates the field of in-store marketing: according to the SGB survey, 80% of retailers find window displays ‘very effective’ or ‘effective’. This is 12.2% higher than the runner-up in popularity, which is In-store fixtures, with 67.8% of retailers rating them as ‘very effective’ or ‘effective’.
Unfortunately for suppliers who prefer the budget end of point-of-sale materials, the less impactful Leaflets and Cards are the least popular marketing materials according to the survey, with 61.9% and 71.9% of retailers rating them, respectively, as either ‘Somewhat effective’ or ‘Not very effective’.
Overall, the survey results indicate that retailers are often left cold by their suppliers’ POS offerings. These are sentiments that were echoed by independent retailer Tim Guppy, who owns Original Sports in Leigh-on-Sea, Essex. He told Sporting Goods Business in an interview separate to the survey: “the brands could do a great deal more to help their stockists”.
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.
