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Intersport – April 2011
Intersport general manager Tom Foley tells the trade how it sees the number of sports categories as an opportunity for retailers to regularly change their focus and stay on top in a competitive marketplace.
The vast array of sporting categories is a great opportunity for sports retailers to change the focus within the store on a regular basis and keep their customers interested with new products and a changing environment.
Independent sports retailers have the advantage in being close to their local customers through stores and links with various clubs and associations so should be able to maximise these opportunities. This of course brings its own logistical challenges, but knowing your customers well and targeting them with specific sports interests should build incremental sales.
Classically sports retailing does not have a category approach. For example often stores have a footwear area or wall with the complete offering. In reality a consumer looking for running shoes will not necessarily be interested in football boots, but the latest technology in running apparel could well lead to additional sales, not to mention the added customer service being offered, which should lead to customer satisfaction, retention and what is arguably the best result of all: personal recommendations.
In the current climate, with everyone feeling the effects of the higher cost of living and static salaries, independent sports retailers are not only in competition with other sports retailers, but with any consumer goods retailer and the need to attract customers to spend their ‘disposable’ income on sports goods is more critical than ever.
Intersport stores are multisport specialist retailers, and whilst there may be a bias to one or a number of sports categories, offering a clear sports category approach will segment the customer and allow for a stronger result. To achieve best results this should be a 360-degree approach from the product ranges and shop floor displays, to targeted local advertising linking into national advertising and sponsorship.
Whilst the multiples are of course expert at doing this with major events, where the independent can really make the difference is in smaller, niche sports. Often this can have a cost advantage in any additional activity not attracting such a large price tag, and with limited retailers in the position to promote so many sports the supplier brands are keen to join forces.
In the current season with tennis and cricket at the fore, and with some fantastic brands to work with, all with regional preferences and a different product offering, the independent sports retailer is in a great position to shine with their targeted category approach.
Tom Foley, general manager, Intersport UK
