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Sports
SERVING THE SPORTS TRADE IN THE UK AND ROI
www.sports-insight.co.uk
£3.50 OCTOBER 2011
Insight
THE OFFICIAL PUBLICATION OF THE FEDERATION OF SPORTS AND PLAY ASSOCIATIONS
SEE PAGE 34/35
INSIDE THIS ISSUE
DAVID VS GOLIATH
How one retailer competes
against the big boys
MARKETING
Expert advice on avoiding
basic blunders
E-TAILING
Top tips for a successful
Christmas season
IN SEASON
Focus on swimming, football
and rugby
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www.gamegear.co.uk
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01306 883 240 - [email protected]
IN THIS ISSUE
CONTENTS 10.11
E-CATALOGUES & BROCHURES
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COVER STORIES
30 MARKETING
Expert advice on avoiding basic blunders
36 DAVID VS GOLIATH
How one retailer competes with the big boys
65 E-TAILING
66 UNDER THE COUNTER
Top tips for a successful Christmas season
A sideways look at the world of
independent retailing
REGULARS
IN SEASON
10 NEWS
Latest headlines, key dates and events
14 KIT STOP
Essential stock for your shop
45 CRICKET
48 RUGBY
52 TABLE TENNIS
55 FOOTBALL
56 SWIMMING
59 INDOOR SPORTS
22 FOCUS ON
ASICS 33 range
23 FSPA FOCUS
FEATURES
28 UPPING THEIR GAME
The latest news from the Federation
of Sports and Play Associations
Ireland’s independent sports retailers
are having to fight for every sale
24 TALKING SHOP
32 TRADITIONAL VALUES
Sarah Thornton is manager of cycle
equipment store Biketreks
27 MOVERS & SHAKERS
Frédéric Olivier, president of Force XV
60 E-TAILING
A robust hosting service for your online
store is a prerequisite for its success
Editor: Jeff James. Tel: 01273 748675
Group Editor: Ted Rowe
Email: [email protected]
Publisher: Matthew Tudor
Assistant Editors: Catherine Eade and Louise Ramsay
Art Director: Jim Philp
Advertising Manager: Keith Marshall
Tel: 01206 508601
WITH A MODERN TOUCH
If you’re not connecting with modern technology,
chances are you’re not going to connect with
customers
38 MY SPORTING LIFE
Although he retired from first class cricket 10 years
ago, as a brand manager for Gray-Nicolls Nick
Wilton is still deeply involved in the game
All contents © Maze Media (2000) Limited. The views expressed in
this magazine are not necessarily those of the publisher. Every effort
is made to ensure the veracity and integrity of the companies,
persons, products and services mentioned in this publication and
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accepted for any consequence or repercussion of responding to any
information or advice given or inferred. No part of this publication
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Tel: 01206 505947
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(audit period July 1, 2010 to June 30, 2011)
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06
KNOCK-ON
EFFECT
Brands are hoping the 2011 Rugby World Cup will provide
a welcome boost for sales of both replica and non-replica
product, says the NPD Group
This year’s Rugby World Cup looks set to boost sales of
replica kit across Europe, with brands such as
Canterbury, Nike, Puma, Kappa, KooGa, Under Armour
and adidas hoping to benefit from what has been a
declining market during the past few years.
Replica shirts generated close to £30 million worth of
sales in the big five European countries in 2010 (Great
Britain, France, Germany, Spain and Italy), a figure
that’s been on the slide since 2008. Nearly three out of
four replica shirts were sold in Great Britain, making it
by far the biggest European market ahead of France.
CONTROVERSIAL
adidas’ controversial pricing of the All Blacks shirt
in New Zealand might increase online sales of the
jersey in Great Britain, after fans discovered it was
cheaper to purchase it from a UK or US-based eretailer and have it shipped to them, instead of
buying locally.
England’s black away kit, unveiled before the Rugby
World Cup, launched the battle between adidas and Nike.
The strip looks similar to New Zealand’s iconic 127-year-old
All Blacks jersey, and although it has generated anger among
All Blacks’ fans, it could turn out to be a clever marketing
ploy by Nike.
Four years ago the Rugby World Cup - hosted by France,
with Wales and Scotland staging some of the games - saw
England reach the final, a feat that significantly impacted
replica sales.
According to NPD’s Online Consumer Panel, £9 million
was spent on the England shirt in the 12 months following
the tournament, while total sales of the French equivalent
(the team reached the semi-finals of the tournament) topped
£7 million. Defeated in the quarter-finals by the
unpredictable French, the All Blacks shirt was the third most
popular purchase during the period. Buying patterns show
that the further teams went in the tournament the more
replica product was sold.
NON-REPLICA
When it comes to rugby, non-replica shirts represent a
lucrative market. Looking at Great Britain alone, NPD
estimates that among the 1.2 million rugby shirts sold in
08
2010,
nearly 50
per cent of
them were
non-replica.
One of the main drivers of
non-replica sales is price, as in 2010 consumers were able to
save an average £9 on each purchase, compared to replica.
Cotton Traders, a company that supplies kits to clubs in the
Aviva Premiership, registered significant sales of nonreplicas shirts, which tend to be more colourful and
extravagant.
England’s excellent recent record on the world stage
partly explains why the Aviva Premiership is the third best
attended club competition in England behind football’s
Premier League and Championship. During the 2010-11
season the average attendance in the Aviva Premiership was
RUGBY
“
S
REPLICA SHIRT
GENERATED
CLOSE TO £30
MILLION OF
IG
SALES IN THE B
FIVE EUROPEAN
COUNTRIES IN
2010
13,003, compared to 17,457 in the Championship.
750,000 people were on the streets of London to
welcome the England team after their World Cup victory
in Australia in 2003, which shows the passion and
enthusiasm for rugby in Great Britain.
New Zealand is currently under pressure to put on a
successful Rugby World Cup, but in 2015 the focus
switches to these shores, with England the hosts, having
fought off rival bids from South Africa and Italy.
”
The NPD Group monitors the sales of sports footwear
and apparel in many countries around the world. For
more information contact The NPD Group sports team
on 01932 355580.
09
WHAT’S NEWS
ALL THE VERY LATEST IN THE SPORTS INDUSTRY...
Send your news stories to the Sports Insight news desk
at [email protected] or call 01273 748675
Independent Sports
Retailers Alliance
THE YOUTH SPORT TRUST:
SPORT CHANGES LIVES
The Youth Sport Trust is passionate about helping young people achieve
their full potential in life and in sport by delivering high quality PE and sport.
To date the impact the organisation has had nationally has been
significant. Between 2004-2010 the Youth Sport Trust helped increase the
number of young people participating in at least two hours of school sport
from 1.8 million to 6.5 million.
In the past 12 months the Young Ambassador programme has inspired
hundreds of young people to promote the Olympic and Paralympic values,
while the Step into Sport programme has created hundreds of young
sporting role models and the 2011 Lloyds TSB National School Sport Week
involved over 12,000 schools and over four million pupils.
In order to bring this mission to life the Youth Sport Trust works in
partnership with a range of government departments, sporting organisations
and the private sector. Working in collaboration with select businesses
provides the ability to support the work of the Youth Sport Trust and
therefore the lives of young people through the positioning of innovative
products/services that can help with the delivery of a high quality PE and
sport experience.
The Business Honours Club is a framework that offers commercial
company’s access to the sector’s YST champion. It’s an exclusive
commercial membership scheme for businesses interested in education,
particularly PE and sport.
This commercially focused initiative is the primary engagement
mechanism for businesses working with the Youth Sport Trust and offers a
series of targeted benefits that can support the engagement and promotion
of sport specific solutions through association with a quality mark,
confirming the business bearing it is innovative and pre-approved.
There is a multitude of additional, progressive and commercially
rewarding benefits. Examples include targeted and national marketing and
communicational routes to market, networking, research, innovation and
development opportunities with key personnel within the sectors, market
insight through business-to-business events, and exclusive access to
audiences through flagship conferences and exhibitions.
In addition, the Youth Sport Trust also champions development with
businesses through its innovation arm, Youth Sport Direct, which promotes
product development, product refinement, resource development and online
sales opportunities through its web shop.
For more information visit
www.youthsporttrust.org/supportus, email
[email protected]
or call 01509 226624.
BENEFITS
As part of the group, independent sports retailers
create a dynamic unit. The benefits are considerable:
■
■
■
■
■
■
■
■
Stronger collective buying.
Better discounts.
SMU and broader product offerings.
Access to new suppliers.
Lower costs.
Own-brand product.
Improved profit margins.
Market awareness and opportunities.
www.isra.ie
10
Transfer
…Lisa Thompson is ASICS’ new apparel
and accessories product manager for the UK
and Ireland. Thompson joins the brand with
a wealth of experience, including running
her own business and a number of years at Reebok, where she rose to
global product manager. Thompson will be responsible for the
continued growth of ASICS’ apparel offering, which has seen a 171 per
cent sales increase since 2010…Ronhill Sports and Hilly Limited
have appointed Laura Finucane as the brands’ first joint technical
representative. Finucane, a former international athlete, will support the
respective sales teams with product training and retail
support…Charlotte Dover has joined 1000 Mile Sportswear as
national sales manager. Dover previously worked at Burton McCall and
Canterbury…Nike has announced that Michael Egeck will be the new
CEO of Hurley International…
Market
“Firstly, there was no dwarf throwing - that’s just not cool.”
The manager of The Altitude Bar in New Zealand responds to
tabloid stories about England’s Rugby World Cup antics
Sponsorship
…Dean ‘Over The Top’ Winstanley
has signed with Winmau. The current
World Darts Federation number one will
work closely with Winmau’s engineers to
create a new set of signature darts…MKK Sports has agreed a deal
with Harlequins Rugby League to supply the Super League club’s
training and match-day kit for the next two years…Puma has signed
Manchester City’s Sergio Aguero, Atlético Madrid’s record signing
Radamel Falcao and Barcelona’s Cesc Fabregas to long-term boot
deals…British Welterweight star Kell Brook has inked a sponsorship
deal with adidas to become its UK boxing ambassador…Aston Villa
has followed in the footsteps of Manchester United, Arsenal and
Everton by agreeing a partnership with Japanese mobile content
provider CWS Brains. The deal will allow Japanese fans to download
Aston Villa news, ringtones, wallpapers, screensavers and videos…UK
Sport has announced Bupa as its official Health Insurance Partner until
June 2013, alongside BAE Systems, British Airways and Maxinutrition…
News
REEBOK ACCUSED OF
DECEPTIVE ADVERTISING
Reebok has agreed to pay $25 million to settle charges from The Federal Trade
Commission in America that it deceptively advertised its toning shoes as providing
extra tone and strength to leg and buttock muscles.
According to the US consumer watchdog, Reebok made unsupported
claims in advertisements that walking in its EasyTone shoes and running in its
RunTone shoes strengthen and tone key leg and buttock muscles more than
regular shoes.
The FTC also alleges Reebok falsely claimed that walking in EasyTone
footwear had been proven to lead to 28 per cent more strength and tone in the
buttock muscles, 11 per cent more strength and tone in the hamstring muscles, and
11 per cent more strength and tone in the calf muscles than regular walking shoes.
Beginning in early 2009, Reebok made its claims through print, television and
internet advertisements, the FTC alleged. The claims also appeared on shoe boxes
and retail displays.
Under the settlement Reebok is barred from:
● Making claims that toning shoes and other toning apparel are effective in
strengthening muscles, or that using the footwear will result in a specific
percentage or amount of muscle toning or strengthening, unless the claims are
true and backed by scientific evidence.
● Making any health or fitness related efficacy claims for toning shoes and other
toning apparel, unless the claims are true and backed by scientific evidence.
● Misrepresenting any tests, studies or research results regarding toning shoes and
other toning apparel.
“The FTC wants national advertisers to understand that they must exercise some
responsibility and ensure their claims for fitness gear are supported by sound
science,” says David Vladeck, director of the FTC’s Bureau of Consumer Protection.
INTERSPORT 2011 AWARD
WINNERS ANNOUNCED
Intersport revealed its supplier award winners at a social evening following
day one of its Q2 show on September 27-28.
Announced by general manager Tom Foley, with guest of honour
Jonathan Trott presenting the trophies, the winners were:
Best Footwear Brand of the Year 2011: ASICS.
Best Apparel Brand of the Year 2011: adidas.
Best Hardware Brand of the Year 2011: Babolat.
Best Overall Brand of the Year 2011: adidas.
Best Salesperson of the Year 2011: Chris Kelly, Babolat.
Best Member Award (as voted for by INTERSPORT suppliers):
Withers and George Donald.
11
WHAT’S NEWS
ALL THE VERY LATEST IN THE SPORTS INDUSTRY...
Send your news stories to the Sports Insight news desk
at [email protected] or call 01273 748675
STRONG DEMAND FOR NIKE SALES SOAR AT ACTIVINSTINCT
BRANDS BOOSTS REVENUES
Nike’s revenues increased 18 per cent to $6.1 billion as net income
climbed 15 per cent to $645 million during the three months to August 31
“We’re off to a strong start in fiscal year 2012," says Mark Parker,
Nike’s president and CEO. “We have a powerful and diverse portfolio of
brands and businesses, and we’re focused on leveraging them to drive
growth and create value for our shareholders.
“It pays to be prudent in times like these. It’s also essential that we
remain on the offense, creating opportunities. We do that by connecting
with consumers, designing innovative products and delivering amazing
experiences. That’s how we continue to lead this company and the
industry into the future.”
As of the end of the quarter, worldwide futures orders for Nike
athletic footwear and apparel, scheduled for delivery from September
2011 to January 2012, totalled $8.5 billion, 16 per cent higher than orders
reported for the same period last year.
Activinstinct, the fast growing online sports retailer, increased sales by 33 per cent
to £11 million in its year ending August 31, with profits up 84 per cent.
The company is forecasting to increase sales by a further 40 per cent and
profits by 70 per cent in its current financial year.
Activinstinct says growth will come from existing channels and from the push
into international markets, as it aims for overseas sales to overtake domestic
revenue within 18 months. The retailer has already started its drive into European
markets through the launch of its first overseas site in France in April, and euro
denominated sales now account for 25 per cent of revenue.
Germany will be the company’s next launch, followed by several other
European territories in 2012.
“Although the UK has been the bedrock of the company’s performance to
date, we now see outstanding prospects right across mainland Europe,” says Mike
Thornhill, Activinstinct’s chief executive.
“At the same time, we are looking at moves further afield to follow our
European ventures. The turbines that will drive our growth for the future will
certainly be in international markets.”
MBT OPENS SECOND FLAGSHIP STORE
MBT has opened a new store at Westfield Stratford City. The
800 sq ft London outlet is stocking the brand’s exclusive
autumn/winter 2011 collection as well as its latest, award
winning shoe, the Ari.
Bettina Frohn, head of marketing at MBT, says: “We are
12
delighted to be opening our second London flagship store in
Westfield Stratford City, building on the success of the
standalone MBT store in Westfield Shepherd’s Bush, and we
aim to continue investing in expanding a solid retail network of
MBT stores throughout the UK.”
“Two bob.”
Clive Allen’s verdict on Arsene Wenger after the
Arsenal manager failed to shake the Tottenham coach’s hand
… Helly Hansen has appointed Tamim Ltd to
oversee its lifestyle specific sales strategy for all
the company’s national and independent
footwear accounts. Established by sportswear
sales specialists Gary Lee and Pete Cole, Tamim
will also be responsible for driving forward distribution channels for
Helly Hansen’s growing range of sunglasses, luggage and
accessories…HI-TEC has appointed King Par LLC as the exclusive
North American sales and distribution partner for the brand’s golf
products…etnies has opened a new flagship store in Amsterdam that
showcases the largest collection of the brand’s footwear and apparel
in Europe… HI-TEC is planning a series of branded trail running
events. Called the HI-TEC Ultra Trail Series 2012, it is to be handled
by experienced endurance events company Extreme Energy…The
Football League has launched a 47-match Family Football Festival
that will run until December to encourage families to attend an
npower Football League game. Each club will announce specific
activities at their designated fixture with family-themed entertainment
before, during and after each match, such as fancy dress competitions
and face painting…five sports are set to receive additional funding
from Sport England to boost their grass roots programmes and deliver
a lasting legacy beyond the London 2012 Olympic and Paralympic
Games. Netball, cycling, running, canoeing and lacrosse will share a
total of £3.5 million…
Sports
shorts
JD SPORTS’
FIRST-HALF
PROFITS RISE 20%
Profits at JD Sports rose 20.6 per cent to £20.1 million during the first
six months of 2011, while group revenue increased by 14.6 per cent to
£439.8 million for the same period. Gross margins declined slightly to
48 per cent (2010: 48.2 per cent).
£700,000 of stock was looted from 16 JD stores during the recent
riots in England. One outlet in Woolwich, which suffered fire damage,
is still not open.
JD’s distribution business, which comprises Canterbury, Topgrade,
Deakins, KooGa, Kukri and Focus, made a first half operating loss of
£500,000, compared to £1 million in 2010, primarily due to increased
profit from Canterbury, where first-half profits grew to £900,000 (2010:
£500,000)
"Our continual focus on exploiting all avenues of revenue growth
and margin protection has enabled us to deliver a level of profit that
represents a platform for meeting expectations for the full year,
although trading conditions remain tough,” says executive chairman
Peter Cowgill.
"Trading since the period end has continued to improve, with
gross like-for-like sales for the core UK and Ireland retail fascias in the
seven-week period to September 17 up by 3.3 per cent.
“The result for the full year remains dependent on the sales and
margin performance in December and January, and we will issue an
interim management statement in the third quarter in November.”
Cowgill adds: "We continue to look for appropriate acquisition
opportunities which can deliver additional sources of future earnings
growth, principally in overseas sports retail, but also to complement
our core retail fascias.
"The board again believes that the group is well positioned for
future growth across its markets and trading is in line with its
expectations."
13
PRODUCT ROUND-UP
KIT STOP
Essential stock for your shop
LEE SPORTS
DISTRIBUTORS
Lee Sports Distributors distributes
uhlsport, Precision Training, Unicorn,
PowerGlide, Vulkan and Sorbothane.
For more information contact John
O’Connell at Lee Sports Distributors
Ltd, Unit 3, MFT Business Park,
Doughcloyne Industrial Estate, Wilton,
Cork, Ireland. Tel: + 353 21 4545240.
Email: [email protected].
Website: www.leesportsireland.com.
REEBOK FITNESS
Reebok Fitness’ product portfolio ranges from key training
items such as fitness mats and dumbbells, to innovative new
products that take the sports equipment industry by surprise.
Reebok Fitness has just launched its new EasyTone Step, inspired by
Reebok’s EasyTone Moving Air Technology, and the TrainPod.
EASYTONE STEP
The integrated balance pods below the step platform have been engineered to
create natural instability to force muscles to adapt and encourage toning.
(Available in professional and retail versions.)
TRAINPOD
A fun and enjoyable toning experience designed to work muscles you
never knew you had. The vertical air transfer
through the pod provides instability
to help encourage muscle activation.
For more information email
[email protected]
or visit www.reebokfitness.co.uk
or www.rfeinternational.com.
14
www.sportindustry.biz
1000 MILE SPORTSWEAR
The team is looking forward to showing you additions to the 1000
Mile sock range, together with the bestselling Fusion and Fusion
Walk socks (with their Achilles tendon protection
and blister-free guarantee).
Additionally, this is the perfect time to
see the company’s new brand, Ultimate
Performance - running and outdoor
accessories developed for the UK
consumer with good margin for
retailers and value for money for
consumers. Other brands being
shown include Noene,
Thuasne and
Compeed.
For an appointment email [email protected]
or call Nick Charles on 07968 307525.
15
PRODUCT ROUND-UP
MCDAVID: PROTECT YOUR BODY
McDavid recognises the importance of protecting an athlete’s body
in any situation and presents a range of products under the
‘Protect Your Body’ strapline.
The brand offers three core ranges:
MCDAVID SPORTS SUPPORTS
Based on three simple to understand
protection levels, the range of McDavid
sports supports offers the consumer
everything - from basic two-way stretch
elasticated supports, through to more
sophisticated hinged knee braces.
MCDAVID HDC BASELAYERS
With its patented hDc technology,
McDavid’s performance apparel helps
prevent your body’s core temperature from rising too high, which can lead to
poor performance, early exhaustion and dehydration.
MCDAVID HEXPAD PROTECTIVE BASELAYERS
The next generation of baselayers, McDavid has combined its patented hDc
technology with HexPad technology to deliver super lightweight and
breathable protection to absorb and dissipate impact.
Contact McDavid on 08701 188002 or email [email protected].
ALPHA STRONG
SANDBAGS
Alpha Strong sandbags are internationally
renowned for their extreme durability, superior
quality and outstanding versatility.
Supplied exclusively to the UK through
functional training specialist Jordan Fitness,
Alpha Strong’s range of sandbags include the
Powerbag and Thy range, which are able to
support the most intense of exercise regimes.
Manufactured to combat issues that other
sandbag manufacturers encounter, each bag has
six padded handles, reinforced with triple stitch
bar-tacked zigzag stitching. The bags are also made using a
high count nylon outer shell to ensure maximum durability
and product lifespan for the user. Weight can also be easily
adjusted via a non-leak inner liner to
provide a full body workout suited to
the needs of every user.
For more information call 01945 880257,
email [email protected] or visit
www.jordanfitness.co.uk.
16
CARIBEE BACKPACKS
Brand Agility is delighted to announce the 2012 Caribee UK launch featuring an
exciting new range of backpacks with retail price points starting from £15.
Impala 28L: RRP £27.50. Trail 30L: RRP £49.
● Caribee offers quality products at reasonable prices.
● No minimum order.
● Delivery next day from stock.
● Free shipping on orders over £250 (mainland UK - £350 NI and ROI).
● Free point of sale material.
See the new range at The Schoolwear Show and STAG show.
For further information on Caribee call Jacquie Sandison
on 0131 554 5555 or email [email protected].
PROTECT YOUR BODY WITH SHOCK DOCTOR
Whether you’re playing rugby, cricket or sparring, you always have to make sure you protect your body
from dangerous blows. Shock Doctor specialises in technological advances to create protective sports
equipment for athletes, making sure you are always safe.
GEL MAX MOUTHGUARD
The heavy-duty rubber exoskeletal shock frame and gel-fit liner provides maximum protection, fit and
comfort in an easy-to-fit triple layered design. It’s ideal for all contact sports.
REFLEX ULTRA SHORTS
The sonic welded compression moulded foam pads maximise impact protection on the exposed tackle
area. The wraparound X-Fit Retention System and anti-microbial, moisture wicking four-way stretch
fabric draws sweat away from the skin to provide a close, comfortable fit that minimises odour.
ULTRA SUPPORTER WITH ULTRA CARBON FLEX CUP
This multi-sport X-Fit supporter is made of extra supportive four-way stretchable material with a
unique wraparound X-Fit cup Retention System.
All products are available in
national sporting goods shops, and
for online visit www.eninety.com.
17
PRODUCT ROUND-UP
CYBERTILL
Cybertill’s web-based EPoS system allows sports retailers to increase sales while reducing
stock. What’s more, retailers can manage their store and ecommerce from the system.
Independent retailers cannot normally afford to ring fence large amounts of
valuable stock for web sales, but at the same time the vast majority of separate
websites don’t communicate in real time to retailers’ EPoS stock control system,
meaning that web stock levels are either not available online, which reduces
customer confidence, or are simply inaccurate, which allows for sales to be made
against stock already sold in store.
Cybertill, a cloud-based EPoS solution, has the capability to share stock in
real time with a store or stores and provide a truly integrated solution. This
removes all the above stock issues and allows for a unified customer file as well,
so customer tracking and loyalty systems are also integrated, thus increasing
sales. It is even possible for clients to reserve online and collect in store, again
in real time, resulting in increased sales.
You can see Cybertill at both STAG Buying Shows in October
and November.
For more information call 0800 030 4432,
email [email protected]
or visit www.cybertill.co.uk.
18
EKTIO
TM
● Ektio the most revolutionary patented sports boot on the planet.
● Physician designed to prevent ankle sprains.
● With two in-built straps, this secures the foot to the boot and supports the ankle, while the
bumpers on the side of the boot prevent the ankle from turning over.
● Clinically tested / athlete approved.
● Light and nimble with lateral bumpers for flat landings. Suitable for indoor fivea-side football, basketball, tennis, squash, skateboarding and netball (all sports
played on a hard surface).
● Gives athletes more time playing sport and teams more player availability.
● No need for tape and ankle braces.
● Can be used as a remedial tool by helping athletes with weak ankles to train confidently
and play sports at full pace.
● Cuts the cost out of rehabilitation expense for the individual and teams.
TM
For more information
visit www.alphaii.co.uk
or call Keith Childs on
07411 466292
ELEMENT SINGLE
STICK BAG
New colours for 2011. While
maintaining the same features
and exceptional quality of the
Element - the single stick bag
in the 2011 range - Mercian
has used new fabrics and
colours to enhance this
versatile, entry level bag,
retaining the popular features
of a padded shoulder strap,
enlarged valuables pocket with
a neoprene storm flap and
space for a single stick.
Product Code: HO26.
Colours: black ripstop,
metallic red, metallic
blue, pink pinstripe or
pink zebra stripe. Size:
95cm x 15cm
approximately.
call 01483 757677 or email
[email protected].
19
PRODUCT ROUND-UP
For more information visit
Saucony’s stand at the STAG
Ireland show, visit
www.saucony.co.uk, speak to
your Saucony representative
or call 01794 537537.
SAUCONY
Saucony will once again be attending the STAG Ireland show with a collection of great
offers on current and future products.
As with the rest of the UK, Saucony is already growing rapidly across the whole of
Ireland and is developing some great partnerships with specialist and general sports stores
alike. Product-wise, minimalism footwear and ViZi-PRO apparel are the key ranges for
A/W11 and into 2012.
GLENWAY IN IRELAND
Glenway will be showing for the second time at the STAG
Show in Tullamore, where Tim and Glenn look forward to
meeting customers old and new.
Some of the 2012 range will be on display, and for the
first time their will be trophies specifically for the Irish sports
of hurling and Gaelic football, as well as traditional Irish
dance trophies. Come and have a chat and see what show
offers are available.
call +44 (0)116 2448131.
20
TEAM COLOURS
Team Colours offers the complete custom package for teams that want a
professional and distinctive image. A wide range of bespoke manufacture
options is available for team kits, tracksuits and hooded
tops, as well as a great selection of matching extras.
With printing and embroidery services available
for most products, teams can customise anything
from training and leisurewear to sports bags and
equipment. Put your club badge on a set of custom
training balls, water bottles or bespoke ties. These
options can even be customised to individual
names or numbers.
For creating unique teamwear,
Team Colours provides a range of
online designer tools and can
mock up visuals on request. To
enquire about custom team
options go online or call the
sales team.
For more information call +44
(0)1920 871453 / +44 (0)1920
877270, email [email protected] or visit
www.team-colours.co.uk.
21
PRODUCT PROFILE
FOCUSON
ASICS 33 range
Eóin Treacy, marketing manager for ASICS UK and Ireland,
talks us through the offering.
WHAT IS THE 33 RANGE?
ASICS 33 is a new collection of lightweight footwear that offers a
new natural running experience. The 33 collection forms a new
‘natural’ category in ASICS’ performance running footwear range,
offering protection, flexibility, comfort and support in a lightweight,
less structured package.
WHAT MAKES 33 DIFFERENT?
‘33’ derives its names from the 33 joints that make up the foot. What
makes the 33 collection so different is that ASICS has managed to
capture the lightweight, natural running experience through a decade
of research and development without exposing the user to the risks
that barefoot running can produce. The two core technologies at
work within the 33 category are the ASICS Impact Guidance Line
and extended Propulsion Trusstic. These work together with the foot
at every point of ground contact to enhance its natural propelling
motion, while protecting it from injury.
KEY FEATURES AND BENEFITS
The ASICS GEL-33 collection is a natural shoe that still provides the
crucial support required, but allows every runner, regardless of
physical condition, to experience natural running owing to ASICS’
unique Impact Guidance Line and Propulsion Trusstic technologies
that are built around the foot’s natural movement.
The Guidance Line system is a vertical grove design in the shoe that
runs from the heel to the toe. It’s positioned to channel the pressure
through the foot in the most efficient way. The other technology in
play is the Propulsion Trusstic, which mimics the movement of the
foot’s vital connective tissue, the plantar facia, providing both
support and allowing the energy stored during heel strike and
midstance to be released at toe-off for maximum propulsion.
ASICS works with international research consultant
Simon Bartold, who is a specialist sports podiatrist, and he
believes: “The 33 collection is a unique product designed to
work with all 33 joints of the foot. This destructured product
offers flexibility and comfort in a lightweight package.”
HOW WAS THE RANGE DEVELOPED?
ASICS has a wealth of research and development expertise
at its Institute of Sports Science, which opened in 1979 in Kobe,
Japan, and it is the team of sports scientists at this R&D centre who
looked into the science of natural running to develop the 33 series.
The collection derives from an in-depth understanding of the
natural movement of the foot, its 33 joints and how that movement
adapts and changes according to many different factors, such as
a runner’s pace, gait and physique.
WHO IS THE RANGE AIMED AT?
The 33 collection is a range that offers something for every
runner. Research is increasingly showing that mixing the
22
loading on the body and the input signals is a very important injury
prevention strategy. This is why ASICS advises runners to vary the
surface, intensity and terrain of their runs. The company
recommends using a variety of shoes, which is where the 33 series
plays such an important role. Suitable for everyday running as well
as mixed training with other ASICS products, the 33 collection is a
very versatile offering.
As Simon Bartold puts it, the ASICS 33 range: “Is ideal for the
runner wishing to add a new mix to their training schedule. They’ve
been designed for an awesome road feel and ride in the tradition of
our long-held belief the shoe should work with the foot and not
against it.”
As with all athletic footwear, ASICS recommends that those
runners with substantial biomechanical challenges should select a
maximum support shoe.
HOW IS IT MARKETED?
The first two models in the 33 series - the GEL-HYPER 33 and
GEL-EXCEL 33 - will launch in November, and on the 25th of the
same month ASICS will hold a natural running debate at Europe’s
biggest sports medicine conference, the ASICS UK Sports and
Exercise Medicine Conference in London.
Daniel Lieberman, a Harvard professor and well-known
advocate of barefoot running, will be a key part of the symposium
along with Simon Bartold. Hundreds of industry medical
professionals will attend the conference, where industry experts
from around the world will speak on various topics, from injury
prevention to the affects of the 2012 Olympics.
Continuing from this, ASICS will roll out content rich online and
print content for the information hungry running and health and
fitness consumer, along with an above-the-line advertising campaign,
window campaigns and PoS for selected retailers that will continue
well into 2012, when the GEL-VOLT
33 will also be introduced.
FSPA MEMBER NEWS
FSPAfocus
The latest news from the Federation
of Sports and Play Associations
Playing a key role in the UK sports
industry, the Federation of Sports and
Play Associations has taken the
decision to play an active role in the
government’s Public Health
Responsibility Deal, pledging to
provide opportunities for its 550strong membership base to take part
in helping people become more
physically active.
The Department of Health (DH) has
recognised it cannot tackle the challenges
of poor diet, harmful drinking and a lack of
exercise on its own. It states that: “Public
health is everyone’s responsibility and there
is a role for all of us, working in
partnership to tackle these challenges.”
As a result, the DH has created the
business-to-business Public Health
Responsibility Deal, in which the
government, industry, the voluntary sector,
non-governmental organisations and local
government have been brought together to
sign up and agree on
a voluntary basis the
actions they could
take to help people
make healthier
lifestyle choices.
The Public
Health
Responsibility Deal
is split into five key
networks - food,
alcohol, physical
activity, health in the
workplace and
behaviour change.
Each of these is
based upon a number of collective and
individual pledges, which are a series of
actions that partners will undertake to
support the delivery of the core
commitments. The core commitments of
the Responsibility Deal define its scope,
purpose and high-level ambitions, and
include statements such as: “We will
encourage and assist people to become
more physically active and we will
actively support our workforce to lead
healthier lives.”
The FSPA has committed to the
initiative by becoming a member of the
Physical Activity Network and signing up
to the Community and Workplace pledges.
The Community pledge states: “We will
use our local presence to get more
children and adults more active, more
often, including engaging communities in
planning and delivery.”
The Workplace pledge states: “We will
increase physical activity in the workplace,
for example, through modifying the
environment, promoting workplace
champions and removing barriers to
physical activity during the working day.”
Prior to the Responsibility Deal, the
DH launched the public-facing Change4life
programme to encourage the people of
Britain to lead healthier lives. Using the
slogan ‘Eat well, move more, live longer’,
Change4life is an attempt to reduce the
widespread obesity problem by suggesting
simple alternatives to improve diet and
activity levels.
Joining the FSPA in signing up to the
Physical Activity Network are 240
organisations including McCain, CocaCola, Ginsters and McDonald’s, as well as
major supermarkets Tesco, Asda and
Morrisons, who are all engaged in the
collective pledges, as well as creating
their own individual pledges specific to
their company.
The Physical Activity in the Workplace
pledge is likely to be the basis of the
activity the FSPA is to undertake, providing
leadership and support to its 550-plus
strong membership base. A meeting with
C4L and the FSPA is to take place in the
coming weeks where implementing a
collective Olympic themed initiative will be
discussed, which can then be rolled out to
FSPA members to participate in.
Public health is everyone’s
responsibility and, as the trade association
for the sports industry, the FSPA believes it
plays a crucial role in leading the industry
via the ongoing Responsibility Deal.
www.sportsandplay.com.
UKGCOA FOUNDER
MEMBERS MEETING
The FSPA’s newly formed golf association, the UK Golf Course Owners Association
(UKGCOA), held its first-ever members’ meeting at Burhill Golf Course on September 8. Over
45 members and suppliers attended the general meeting to discuss the association’s progress
and the various activities and plans going forward.
Areas discussed included the UK tax debate for golf clubs, which is a hot topic for clubs at
present. Presentations were also given by Jim Croxton, CEO of BIGGA, John Bushell of
Sports Marketing Surveys and Gary Firkins of Landmark Media.
The UKGCOA executive committee also came together for a board meeting prior to the
event to discuss topics such as how to grow and proactively take the association forward on
behalf of the membership.
23
RETAIL INTERVIEW
TALKING
SHOP
Sarah Thornton is manager
of Biketreks, a cycle
equipment store based in
Ambleside, Cumbria
WHY AND HOW
DID YOU GET INTO
SPORTS RETAILING?
Biketreks started in the 1990s with Andy
Stevenson selling all manner of cycling
equipment from a van. He soon found there
was an opportunity to sell cycle equipment
to the masses and established a shop in
Ambleside. In the last 15 years the business
has gone from strength to strength on the
promise ‘Staff who ride, gear that works’.
WHAT IS THE STRONGEST
SECTOR OF THE MARKET?
The road market is where we‘ve seen the
biggest growth. With the Tour de France
having been so captivating this year, many
people have been inspired to get out on their
bikes. Add to this the increase in petrol
prices and more people are starting to bike
to work - another growth area.
HOW HAS TRADE
BEEN OVER THE
PAST 12 MONTHS?
Trade has been steady, with us maintaining
good sales across the board, but all growth
has been in road biking. The enthusiast
market is where we have suffered this year, as
we are unable to compete on pricing levels
with the likes of CRC and Wiggle.
WHAT ARE YOUR
CURRENT BEST-SELLING
BRANDS AND PRODUCTS?
With it winning awards every year and being
perfectly suited to the Ambleside terrain, our
best-selling bike has always been the Orange
Five Pro. As for clothing, Gore Bike Wear is
without doubt the product of the moment and most of our staff are decked out top to
tail in it, which helps.
ARE THERE COMPETITORS
NEARBY? HOW DO YOU
COMPETE?
We have one smaller retailer in the village and
two big shops either side of us in the next
towns. There is little crossover on branding and
local competition isn’t something we concern
ourselves with, as we all get along quite
happily. We pride ourselves on our knowledge
and have a customer charter to provide service
to all levels of cyclist, which sets us apart from
many cycle retailers. We are not the cheapest,
but we guarantee a
unique service that is always backed up. We
have a referral system in place to encourage
current customers to refer new ones and we
look after all our customers the same, whether
they spend £10 or £5,000.
ARE THERE ANY
CURRENT OR FUTURE
MARKETING STRATEGIES
YOU CAN TALK ABOUT?
We’ve finally come out of the dark ages with the
invention of broadband in the Lake District and
are looking to expand our online services with
help and information rather than hard selling.
HOW DO YOU FIND OUT
ABOUT NEW PRODUCTS?
We aren’t a member of any buying groups,
but when it comes to new products and
innovations we are ahead of most people.
We are all cycling geeks at heart and always
have our ears to the ground,
WHAT DO YOU LIKE
MOST AND LEAST
ABOUT THE BUSINESS?
The best thing about our shop is its
innovation and location. We have the most
beautiful scenery with a lifetime’s worth of
trails on the doorstep just waiting to be
ridden. The thing we like least is other cycle
shops’ attitude towards discounting when
there is really no need. If you truly believe in
a product and know it is right for someone,
why should there be the need to discount it?
You don’t see Apple doing it, so why does this
industry need to with our premium products?
WHAT HAVE BEEN
YOUR BIGGEST RETAIL
CHALLENGES?
Keeping it fresh and sorting the wheat from
the chaff. Also, there is much out there to
confuse the consumer and many people end
up not buying products as they are
constantly researching the best one. Our
challenge is educating people to believe in us
when we say: “We have done the hard work
for you, believe in us and our products, and
just get out there riding”.
24
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PEOPLE
Frédéric Olivier, president of Force XV
WHEN DID YOU GET
INTO THE SPORTS
TRADE AND WHY?
of our size - we don’t want to miss
anything and spend tremendous energy
and time pushing the brand forward.
I run a family business that was set up by
my parents in 1985. I am an active
sportsman and enjoy windsurfing, surfing,
sailing, diving, running, skiing, snowboarding,
and played handball and rugby when I was
younger, so sport is in my family.
WHAT IS YOUR
CURRENT BESTSELLING PRODUCT?
WHO’S BEEN THE
BIGGEST INFLUENCE
ON YOUR CAREER?
Both my father and mother have been great
examples of how you can start from
nothing, but reach your goals if you are
passionate, hardworking and committed.
WHAT OTHER
BRANDS DO YOU
ADMIRE AND WHY?
Patagonia sportswear is an example of
consistency, while D3O has an excellent
business model. I admire Oakley and Neil
Pryde for their product design, and I must
say that the coherence at Nike is impressive.
HOW HAS BUSINESS
BEEN DURING THE PAST
12 MONTHS?
Our protective products
are now very popular
all over Europe, thanks
to their highly
distinctive design
and trendy style.
WHAT
IMPACT DO
YOU THINK
THIS YEAR’S
RUGBY
WORLD CUP
WILL HAVE
ON RUGBY
PRODUCT
SALES?
just entered. We are mainly focused on the
field side of rugby, not the street one.
HOW’S BUSINESS FOR
2012 SHAPING UP?
We are currently busy building a
stable basis for our midterm project that will
lead us to a
European top
three position
by 2015. At
the same
time, our
sales
forecasts are
already up
30 per cent
for 2012.
The global market
will grow, but
in sectors
we have
only
Tough. We are struggling to get our sales
department organised properly, especially
when it comes to export. You know how it
works in companies
27
IRELAND
UPPING
THEIR
GAME
For Ireland’s independent sports
retailers it’s no longer a case of
just opening the doors and seeing
who comes through them. They’re
having to fight for every sale
With recent research revealing the country’s economy
shrank by more than a fifth between 2007 and 2010,
Ireland’s independent sports retailers are having to up
their game to offset the fall in consumer spending.
But despite 14.3 per cent of the labour force being out of
work (304,000 people out of a total working population of 2.1
million), there’s still decent business being done by Ireland’s
many proactive retailers and the brands that support them,
according to John O’Connell, managing director of Lee
Sports, which distributes brands such as uhlsport, Precision
Training, Sorbothane and Unicorn.
SPECIALISTS
“It’s very difficult at the moment, but Ireland is not unique in
that regard,” says O’Connell. “For retailers, it’s no longer a
case of opening the doors and seeing who comes through
them. You simply have to fight for every sale. Some retailers
have become specialists, which is always a good tactic, while
others have gone down the discount road, which also seems to
work in the current climate.”
Ward Robertson, joint managing director of STAG, agrees
that retailers are finding it tough at the moment.
“Most sports retailers are now focusing on sport and
outdoor pursuits as opposed to fashion,” says Robertson,
whose buying group hosts its second All Ireland Buying Show
in Tullamore on October 23-24.
“Fashion is unpredictable, but sport is still strong. Because
of this, many brands are hiring reps specifically to look after
Ireland instead of relying on distributors.”
The sports market has reaped an unexpected benefit from
the economic downturn, as Robertson explains: “Because
there is high unemployment, there are more people with free
time doing sport to keep themselves fit for the jobs market
and to keep their minds sharp.”
As well as hurling and Gaelic football, strong sectors of the
sports trade in Ireland include triathlon, running and boxing.
Adds O’Connell: “People are more health conscious today and
many have more time on their hands to devote to sports,
which can only be a good thing for the trade.”
John Riordan, ISRA’s coordinator, says: “Running seems to
28
be an area bucking the trend. Consumers are gravitating to this
cost-effective core activity that they can engage in at a number
of levels individually, collectively and at a time to suit.”
Nevertheless, keeping a close eye on costs and stock
holding is still seen as critical to retail success. “Costs were
too high and couldn’t be supported by the margins being
achieved,” says O’Connell. “Retailers’ buying patterns have
changed also - they’re now buying in less quantities, but doing
so more frequently.”
Robertson says: “Cutting back on buying and reducing the
amount of stock they have in store is the number one thing for
retailers at the moment. Also, they’re cutting forward orders.”
Austere times further highlight the strengths of the buying
group model in the sports trade, where independents are able
to take advantage of group buying power, as well as a host of
other benefits.
BUYING
In July Riordan said there was a “real buying environment” at
ISRA’s summer show in Killenard. “It is a time where it is
critical that the retail and supplier links in the chain work
closely together,” he says. “The overall effect of this
cooperation was that levels of orders placed at the show were
on a par with the same period last year.”
No mean feat when you consider Ireland is still
experiencing a sharp fall in domestic demand.
Adds Riordan: “ISRA retailers are working harder, reducing
costs where possible and generally managing their businesses
more efficiently. Upskilling, diversifying product offerings,
improving merchandising and working more closely with
brands are some of the ways that our members are coping
with the downturn.”
STAG’s looking forward to another successful buying show
in Ireland this year. But despite signs of recovery - STAG
reports that some of its existing retail members are opening
new sports and outdoor shops - Ward Robertson says that
retailers are resigned to the fact that they will be in hard times
for the next few years.
“Although Ireland is considered to have stabilised, it has
done so at a low level,” he concludes.
MAKE NO
To ensure your marketing is effective, it’s important to avoid
committing basic errors, says Paul Clapham
There is a simple and free way to improve your marketing
effectiveness - avoid making the classic errors. Most of these
are very basic, but they refuse to go away.
If any piece of marketing activity is time sensitive, make sure all
the elements can work together or your spend will be wasted. For
instance, a major computer company invited me by mail to visit my
local stockist after a given date to try its new product. When I went
there, they hadn’t yet got it and didn’t know when it was due.
BACK TO SCHOOL
There was another famous instance that achieved comments by
politicians. A retail group advertised its back-to-school range
nationally; unfortunately, that included Scotland, where the school
year begins earlier than the rest of the UK and children were already
in class when the campaign started. Then there was the bank
advertising car loans: ‘Be first with the new registration on August 1st’.
But by the time the adverts appeared very few dealers could supply a
new car for delivery on the said date.
Similar, but subtly different, is stock availability. As far as I am
concerned, this one beggars belief. Spending one penny on publicising
a product that you then can’t supply is madness, but it happens.
“
ESS
GET SOMEONE L
EAD
INVOLVED TO R
LS
YOUR MATERIA
E
BEFORE THEY’R
PRODUCED
PROFESSIONAL PHOTOGRAPHY
As witnessed by this magazine and lots of catalogues, the sports industry
largely avoids one classic error - using poor photography. Professional
photography is expensive because the photographer is trained,
understands lighting, shot composition and exposure, and has thousands
of pounds worth of kit to show the product off to its best advantage.
Your amateur version is just not good enough and it will stand out
like the proverbial sore thumb. Use of amateur models is likely to suffer
the same problem. Your niece or nephew may be drop dead gorgeous
in the flesh, but strangely the camera will find out any flaws in 1/200th
of a second. Do not be tempted to use amateur photography in any
circumstance and be very wary of amateur models.
A general point on photographs is that what makes them
interesting is people. Whether it’s product or facilities you’re talking
about, pictures are far more interesting with people in them. These
comments are especially relevant to photographs for PR. An editor
with a choice between a warehouse shot showing just bricks and
mortar and another including people wearing or using a product will
pick the latter every time.
With spellchecker available on every computer, you’d think this
would be a thing of the past, but spelling mistakes get a public airing
every day. Does it matter? Quite simply, yes. How can a customer
trust you to recommend the right product if you can’t spell your own
marketing materials correctly? Incidentally, spellchecker won’t solve
”
In the run-up to one recent Christmas stores ran out of a product
from a major international toy manufacturer - in November. The
product was being heavily advertised on TV. Moreover, because of
licensing agreements it was not going to be produced again. So what
was the TV spend for?
In the same year there was a shortage of many children’s
must-have games systems. The business press said that lack of
stock cost the manufacturer as much as $1.3 billion in lost sales.
How do you fancy explaining that at a shareholders’ meeting?
Judging the right amount of stock to hold is, of course, something
of an art form, but the above examples look like guesswork rather
than professional marketing.
30
Typography is a potential minefield. A big cereal brand offered an
on-pack children’s toy, similar to a mini frisbee, which you flicked and
hence was called the little flicker. When the pack flash was artworked
in upper case, the marketing manager wasn’t happy to offer his subteen customers LITTLE FLICKERS.
It was, of course, changed, but it highlights an issue - what looks
fine as draft copy can go badly wrong when turned into artwork. In
fact, it should never have been an issue because you shouldn't use solid
upper case, as people find it harder to read than upper and lower. The
exceptions are few - new, win, free, save - and are all short words.
Be conscious too of people’s eyesight. Small copy is unreadable
to many, and white reversed out of black is the worst of all. A 25year-old designer might be able to read it perfectly, but a good
number of your customers can’t. Be wary about some colour
combinations, because a lot of people are colour blind. Oddly, these
sins turn up most often on websites, where space constraints are
hardly an issue and colour options infinite.
The facilities on our computers enable all manner of stress - bold,
capitals, italics, underlining, colour. Unfortunately some people think
that means you have to use them all and, worse, all together. Stress
should take the eye to individual keywords or phrases and should,
therefore, be used sparingly. Never use inverted commas for stress.
‘Free’, rather than highlighting the benefit, implies that it is, in some
unstated way, not free.
MARKETING
incorrect use of homophones (words that sound alike, but have
different meanings). You might get away with mixing up ‘practise’
and ‘practice’, but you’ll have egg on your face if you use ‘flare’
instead of ‘flair’, especially if related to trousers.
If you advertise on the radio, do not be tempted to force the
proverbial quart into a pint pot. Three words per second is not the
target, it’s the maximum. Listeners just do not get your message if
it’s an incoherent gabble. You would be better served having a
longer slot repeated less often.
However, in most cases, editing out secondary information will
enable your advert to be comprehensible, effective and short. Take
care, also, not to commit the audio version of ‘little flickers’. A
script may look fine in black and white, but get someone to read it
to you just in case there’s a problem lurking. One major record
company planning to launch a country and western blockbuster
decided against radio advertising for this reason - and that’s why
you didn’t hear Dolly Parton’s Greatest Hits advertised on the radio.
SELL BENEFITS, NOT FEATURES
This should be tattooed on every marketer’s arm, but it’s
remarkable how often this golden rule is broken. I suspect it’s
because the billions spent on car
advertising have made
consumers
aware that features such as 60mpg means economical and 0-60 in
six seconds means fast. Sports retailers don’t have the budgets to
achieve that awareness level and many customers won’t have a high
level of product knowledge.
Whether via advertising, direct mail or your website, any special
offers should be up front and at the top. Obvious? Not to everybody.
I’ve seen great offers relegated to a corner flash or buried in body
copy. One high street bank offered a free RAC check on used-car
loans, but instead of being a big headline the offer was in a
paragraph of the body copy after the bank had finished explaining
the wonders of its personal loans - a deeply dull subject.
We are all human and therefore make mistakes. More than that,
we can get too close to the subject and miss the obvious. One
agency I worked at gave a piece of client approved artwork to a
printer who, happily, noticed the ‘deliberate’ error in the headline: ‘2
for the price of 3’. Get someone less involved to read your materials
before they’re produced.
All the examples I’ve quoted come from major, high profile
businesses, the sort that have wall-to-wall brand managers on one
floor of their offices and a variety of highly paid agencies. Most of
the errors come from poor planning and giving yourself too little
time to create the best result. Remember, haste is the
sister of regret.
31
TRADITIONAL
VALUES WITH A
MODERN TOUCH
If you’re not connecting with modern technology, chances are
you’re not going to connect with customers, says Lauren Fox
Time was that a trip to the shops was exactly that. An outing
that combined a search for some essentials and a few frivolous
extras with a spot of lunch or tea. And at the heart of it was
something so vital to the whole experience it was almost
inconceivable that you could manage a shopping venture
without it. The most intricate, well prepared item that held
the key to which outlets were visited and how much was
going to be spent - the shopping list.
“
NEARLY TWOTHIRDS OF
HE
SHOPPERS IN T
E
UK WILL SOON B
USING THEIR
S
MOBILE PHONE
FOR RETAIL
HEY
PURPOSES, IF T
Y
AREN’T ALREAD
efficient online service, social media engagement and a hand on their
smartphone as well as the till.
The cloud on the horizon for the high street has not just been
business rates, or even the constantly blamed discount giants, it has
been cloud computing, which involves delivering hosted services over
the internet. After the initial dot-com burnout, it was retail giant
Amazon that played a significant role in this internet development in
order to improve its own service. The concept had, in fact, been
predicted in the 1960s - a way of sharing computer information via a
public utility - so like many things today it’s not actually a new idea,
but the branding persuades us it is.
A poll by ForeSee Results last winter confirmed that more
smartphone owners in the UK have been shopping on their handheld
devices than ever before. Monitoring the habits of 10,000 shoppers at
high street retailers over the 2010 Christmas season confirmed that 32
per cent of respondents accessed shops’ websites with browsing or
shopping on the agenda. Most were comparing prices, but eight per
cent actually made purchases. This figure may seem low, but it
represents a 400 per cent increase in a year.
“It looks like nearly two-thirds of shoppers in the UK will soon be
using their mobile phones for retail purposes, if they aren’t already,”
says Kevin Ertell, ForeSee’s vice president of retail strategy. “Any
retailer not actively working to develop, measure and refine its
mobile experience is leaving money on the table for competitors.”
There is no doubt that consumers want a well organised, well
informed and keenly priced traditional sports retail service. While
discounters obviously save their customers money, they do not
always save time or improve performance. And many sports
enthusiasts say they have to visit specialists to get specific products,
which is even more reason for them to shop online.
So sports retailers needs to make sure these customers know
they exist digitally and reinforce their expertise through the channels
that connect. A well written and engaging web presence is essential,
especially if you want to build loyalty through knowledge, providing
access to sports and retail expertise that will draw and keep
customers’ attention.
”
This simple piece of paper was carefully produced and guarded.
In some instances prices were even included - and heaven forbid if a
family member was sent to do the shopping and didn’t follow these
essential guidelines. I can recall standing in a shop with my dad
shaking his head and saying: “But it says on this list it should be two
and six.” Bizarrely this language sounds almost futuristic - no doubt
attracting comments from store juniors asking what sort of source
code those numbers refer to and whether it’s an app for Android.
NEED FOR SPEED
And that’s the point. Your customers have moved beyond wondering if
you have a website. The need for speed in modern life has meant
everything has to be abbreviated - and if time is money you have to
make an impact in a split second to survive. Three years ago at an
industry event I was stunned to discover that 85 per cent of sports
retailers had never used eBay. Fast forward to today and it’s almost
unbelievable that anyone in the retail business can survive without an
32
QR CODES
Bear in mind that today access to knowledge is all about the QR
code. Which means that with one quick click or scan of a mobile
phone camera a little bit of artwork becomes an encyclopaedia of
product information. It’s something that’s been used in Japan for
about a decade (the codes were invented by a subsidiary of Toyota).
QR codes can be as complex as you want to make them, but they
can certainly add to the retail experience if they’re put on brochures,
loyalty cards, business cards and shop windows. QR codes can
increase your customer base, driving them to your website, Facebook
page or blog containing special offers and promotions. You can share
TECHNOLOGY
as much about your shop and its activities as you like - and they are
now being automatically generated when URL links are shortened,
also providing useful analytics. Do you need to pay a fortune for
expert service? Not necessarily, as this is where the energy, interest
and expertise of your younger staff can be harnessed.
How the sports retailer manages today’s technological and
social changes and challenges is very important. They can’t be
ignored - and any industry dialogue, whether independently with
brands or through a buying group, for example, should be helping
to educate, encourage and embrace what’s going on.
The introduction of MediaCart’s smart supermarket trolley a
couple of years ago was something that would seem
incomprehensible to people searching for a ‘vintage’ one complete
with a mini-clipboard on which to fix your shopping list. Designed
in conjunction with computer giant Microsoft, the trolley guides a
customer to the exact shelf they want, adds up groceries, highlights
special offers and more. In addition, personalised features activate
when a customer inserts their loyalty card.
The trolley even analyses your
previous purchases and
displays items it
‘thinks’ you
may want to buy.
In South Korea Tesco has been covering subway walls with
images portraying shelves of products labelled with unique QR
codes. As commuters pass by on their way to work they can use a
mobile phone app to take pictures of the products they want, then
check out. Groceries are automatically delivered to their doorstep by
the end of the day. Location-based advertising like this is only going
to get bigger, especially with the introduction of payment via mobile
phone included in the QR.
Closer to home, in London Sainsbury’s has just introduced a test
scheme in conjunction with Sky for an iPad-friendly trolley,
complete with docking station and sensors in the front bumpers so
that shoppers engrossed in Sky Sports are alerted to other
consumers, trolleys and obstacles.
Why is all this relevant? Because it is here - and now. It’s not
about cool, it’s commercial best practice. When the barcode was
introduced in the 1970s many people thought it would never catch
on. Just as many said they didn’t need a website, or use
eBay. It’s a new world out there, with a place
still for traditional expertise. Taking the
initiative to learn about it and
become involved is
essential and, as the
saying goes, fortune
favours the
brave.
33
SPRING/
SUMMER
2012
For those brands
targeting exercising
women, summer 2012
is going to be an exciting
time and hopefully a platform to help increase sales.
The Shock Absorber
collection for SS12 will include a unique flexible underwire as well as strong red, white
and blue limited edition colour on
two of our best-selling styles.
INTRODUCING THE
SHOCK ABSORBER
FLEXI-WIRE
SPORTS BRA
The award winning Shock Absorber
RUN bra is designed specifically for
running and reduces breast movement by up to 78%. University of
Portsmouth (Scurr et al 2009) Tested against 'no bra' conditions
Shock Absorber likes to stay ahead of the
game, and is the only sports bra brand on
the market to use a titanium flexible underwire. The titanium memory wire moves and
flexes in harmony with the body, giving both
support and comfort. Titanium is as strong as steel,
yet incredibly light and will not bend out of shape with
wash and wear like a traditional underwire.
This sports bra meets the challenge of addressing the
need of many of the women out there who are still not
wearing a sports bra to exercise in. When we asked
these women to describe their ideal sports
bra, they said that it would be an underwire**.
WHY A SHOCK ABSORBER SPORTS BRA?
■ The award winning Shock Absorber sports bras offer scientifically proven support to give the
best performance whatever your activity.
■ Our sports bras are made from performance fabric. Fabrics are moisture wicking, quick dry,
durable and breathable to offer the optimum comfort when working out.
■ Importantly, Shock Absorber sports bras come in back and cup sizes to guarantee the
optimal fit and support.
For information on stocking Shock Absorber or supporting PoS materials contact your
local Shock Absorber sales representative or call our sales coordinator on 01483 291450.
So our new
Titanium underwire sports
bra has lingerie styling yet still has
the support and features of a sports bra,
such as padded and adjustable straps, a padded
hook and eye, sports performance fabrics and an
adjustable back fastening, which
means it can be worn as
either a straight or
racer back style.
We are
confident that the Shock
Absorber Flexi-wire will not only
prove to be a popular style, but will
help to bring current nonwearers into the sports bra category.
The Shock Absorber Flexi-wire is
available in black/silver and
white/silver and comes in sizes
30-38 B-F. The style will be
launching in November 2011 and will
be supported with PoS materials and
strong PR across key women’s sporting titles.
The patriotic and vibrant red,
white and blue colour on the Shock
Absorber RUN bra and the Max
sports bra top will definitely appeal
to those looking to show their
patriotic side next year.
**GFK consumer research 2010.
There has definitely been an increase in the number of
female only sporting events over the last few years. As the
leading sports bra brand, Shock Absorber has been steadily
increasing its sponsorship of women’s events in a drive to
raise education and awareness of sports bras with
this important demographic. Our involvement so far
this year has included the women’s only triathlon
held at Dorney Lake which attracted over 1,200
women, Davina McCall’s cycling initiative - Diva 100,
Cyletta cycle events supported by Victoria Pendleton,
Everywoman’s Series (a range of duathlon and
aquathon events) as well as the Great Scottish Run.
In this context of increased participation, it perhaps
not a surprise that despite tough economic conditions,
the sports bra market continues to grow year on year.
The sports bra category is one that has huge growth
potential as there are still widespread misconceptions of
sports bras and a lack of understanding of the necessity
for all exercising women to wear one when they exercise.
DAVID
VS
GOLIATH
It’s hard on the high street, but Burnley sports
retailer HD Cockers & Sons is continuing its
battle against the odds. Adrian Hill reports
The mighty beasts of UK
sports retail prowl the high
streets and shopping malls up
and down the country, seeking
to gain an edge in one of the most
competitive of sectors. For them it’s
all about image, marketing,
advertising and ferociously
undercutting each other on price.
If Dave Whelan’s JJB and Mike Ashley’s
Sports Direct are the big players, locked in a power
struggle for the sporting pound, then the likes of HD Cockers & Sons
in Burnley are among the small fry, trying to eke out a living on their
coat-tails. It’s like intensive farming against the subsistence brigade.
Cockers has been a part of life in the old Lancashire mill town
for 118 years, almost a century before Whelan and Ashley founded
their companies in 1971 and 1982 respectively. The Cockers shop
has passed through six generations of the family, but never in all that
time has trading been as hard as now.
UNPREDICTABLE
“It’s tough - you just have to live day-to-day,” says Craig Cocker, a
director of the business and son of current proprietor Ken Cocker.
“One day is very good and the next day is a kick
in the teeth - and demonstrates
why you had to make the
previous day very good. The
weather plays a part - we had
eight Saturdays in a row in July
and August when it rained.
People did not come out
shopping. It’s also down to the
economy - people have no money,
they’ve been screwed by the
recession.”
Ken has worked in the shop for 45
years and now is assisted by Craig and his
sister Cheryl. They are from the old school of
salesmanship where the person serving the customer has knowledge
of the product and is willing to suggest the best buy. Anyone
walking into Cockers is not left to wait and wonder.
“We’re very hands-on. We prefer to serve customers than stand
there and let them fend for themselves. We walk around, offering
advice,” says Craig. “We go from the lower end - someone who
wants a tip for their snooker cue - to rugby, darts and now mixed
“
martial arts is very popular. We don’t sell three items - football shirts,
trainers and football boots. We try to specialise.”
Cockers had its fingers burnt by the multinational brands and
made a strategic decision to move away from the most popular
sports products as its wealthy competitors flooded the market within
margins it just could not dream of rivalling, as Craig explains: “Years
ago we had big accounts with the likes of Nike and Reebok, but we
had our noses pushed out by them.
“They began talking ridiculous money, which may have been okay
for others, but was out of our reach. They sell to Mr Whelan and Mr
Ashley. An adidas shirt would be sold at the same price to us as it is
to Mr Ashley - there’s no difference - and we just can’t afford it.”
It was a sad end to the shop’s association with football. In the
1950s Cockers would nail the studs to the legendary Tom Finney’s
boots. Further back in time it used to provide clogs, one of the
symbols of Lancashire’s great industrial past, and even used to
make its own skis to get a foothold in a new market.
It’s been a slippery slope since those heady days. History and
reputation can only get you so far, and in the harsh world of retail
there is no room for sentiment. Bills have to be paid and when the
money doesn’t come in to cover them, downsizing is the only route
to avoid bankruptcy.
“For 10 years we paid £30,000 a year in rent,” adds Craig. “We
have now moved to a smaller shop and the rent is £7,000. The
overheads are still crippling. Most established small
businesses are not all right and the banks
don’t seem to care. New businesses are
offered six months free, but then get
into problems and disappear.
Eighteen years ago we had 10
local businesses in the town like
ourselves. Now we are the one
and only in Burnley.”
WE PREFER TO
ERS
SERVE CUSTOM
HERE
THAN STAND T
FEND
AND LET THEM
ES
FOR THEMSELV
36
”
EDUCATION
SECTOR
The core reason for Cockers’
continued existence is the education
sector. The shop works with around 40 schools from Burnley and the
wider area in the county of Lancashire. “We have a tight business
plan but the main thing is to keep people happy,” admits Craig. “Our
wholesaler is now on pro forma, so we buy in, pay and then go into
the schools over the next 30 days. Our wholesaler has just been done
for a massive order of £4,000-£5,000. The company ordered but
never paid. They now work from week-to-week, and they struggle.”
RETAIL
Adds Craig: “It’s about customer service. In the big
sports stores they seem to be happy to just stand behind the
counter and take the money. The staff are not taught how to sell.
We are one-on-one with the customer. That’s the decision we
have taken, but that’s how it’s always been.”
With no marketing or advertising budget to speak of, Cockers
must make use of the personal touch to drum-up trade.
Recommendations are the crock of gold that businesses like
theirs seek, not gimmicks or slogans. The way they reach their
customers has not changed since the shop was set up in the 19th
century.
“We have no website,” explains Craig. “It would cost between
£2,000-£5,000 and there is no guarantee that it would do us any
good. We don’t use newspapers, adverts or flyers - it’s all word of
mouth. We specialise and offer good rates. Our biggest trade is
out-of-town through word of mouth.”
MUSCLING IN
On the face of it, it’s a precarious existence, which is not helped
by another sector muscling in on their territory in recent years Messrs Tesco, Sainsbury’s, Asda and Morrisons.
Says Craig: “The big supermarkets have got involved. For
instance, on the swimming side they have goggles in their stores
because Speedo want to get them out there and know that there
is a supermarket in every town. It really hurts independent stores
like ours.”
The traditional blend that has made up the high street for
decades is under threat like never before, with those dealing in
non-essentials right in the firing line. Originality and scarcity is still
sought after, but it’s through innovation that small businesses have
to reach some customers.
“We have an eBay account,” says Craig. “We sold double six
dominoes to a bloke in Glasgow recently, as he couldn’t find them
anywhere else.”
It’s an unequal struggle of David and Goliath proportions. The
squeeze on family-run shops is a by-product of the fiercely
competitive world of sports retailing where size is everything. The
big chains battle each other without apparent regard for the little
man. However, the emotional pull of maintaining a tradition dating
back generations keeps the traditional end of the market in
existence, but only just.
“If we gave up, we would have given in to them [the big
stores],” says Craig with determination. “Those 118 years would
have all been for nothing, but if we keep on going for another 1015 years we would have done very well.
“I’m a realist and I have to be pessimistic. I would love it if one
of the big boys went out of business - it would help us massively.
JJB talk about shutting 45 businesses. That’s a lot, but how many
have they got? It’s a different world for us.”
37
Nick Wilton
MY SPORTING LIFE:
Although he retired from first class cricket 10 years ago,
as a brand manager for Gray-Nicolls Nick Wilton is still
deeply involved in the game
What do WG Grace, Andrew Strauss and Alastair Cook have
in common apart, of course, from being cricket legends? Nick
Wilton, brand manager for Gray-Nicolls, will tell you the
answer to that. They all had bats specially made by the
Sussex wizards of the willow - and were delighted with them.
Indeed, the company still has a letter from WG, written in 1895
thanking it for its support, and with good reason - that season the
great man scored his 100th century and made 1,000 runs with a
Gray-Nicolls’ bat.
“Top batsmen know exactly what sort of
bats they want and we make them
to their precise specifications,” says
Wilton. “Even today there’s very
little mechanisation in bat making
and we rely heavily on the skill of
our craftsmen for hand finishing,
balancing, weight and pick-up.”
skill levels have gone through the roof.
“The structure of the game has changed, too. There are now
three divisions in county cricket and the domestic first class game is
more competitive, with relegation and promotional issues to make
things more exciting. You only have to look at how the England team
is performing to see how these players have benefited from
improvements in the county game. Matches are more competitive and
there’s more to play for. Technical improvements in equipment have a
pretty profound effect, too.
in contact with all levels, from Test
cricket to youngsters coming into the game. GrayNicolls sponsors three counties - Yorkshire, Gloucestershire and
Northants - so I keep up to speed with what’s going on.”
And what is going on is a constant surprise. “Cricket has changed
dramatically,” Wilton explains. “I can hardly recognise it as the first
class game I played 10 years ago. Bats and other equipment have
changed just as much as the actual game. In my day you were
looking at bats with edges of between one and three centimetres.
Now they’re four or five centimetres.
“Bats are bigger, lighter and
perform better, which
makes players
more confident
and more
comfortable.
They are going
out and
expressing
themselves.
They score
more freely and
Nicolls’ bats and at one time the
captains of all five Test playing
countries - Ted Dexter, Richie Benaud, Frank Worrell, John Reid and
Trevor Goddard - were satisfied customers.
During this time Gray-Nicolls pioneered major innovations like the
steel spring and the first shoulderless Superlite bat. In the 1970s the
company was the first to use coloured bat labels, which quickly
became a major trend. Test stars using the Gray-Nicolls red flash
included the Chappell brothers, Clive Lloyd, Tony Grieg and Barry
Richards. The company also broke new ground with a revolutionary
bat with a weight reducing scoop; Brian Lara was using one when he
scored the highest-ever first class innings of 501.
Further innovations included carbon and titanium handles, and
more runs were scored with Gray-Nicolls’ bats than any other brand
in the 2003 Cricket World Cup.
Three years ago Wilton was involved in the development of a
revolutionary double-sided bat designed for the fast changing modern
game, particularly Twenty20 cricket. He recalls: “The bat had a
slightly smaller pressed area on the reverse - in essence it had a
middle on either side of the bat, which would allow a player to sweep
the ball around the wicket to increase scoring options.”
The idea stemmed from Kevin Pietersen’s famous switch hit,
“
STRENGTH TO
STRENGTH
can certainly take some of
ER, Gray-Nicolls
G
IG
B
E
R
the
credit
for
that. Its story starts in
A
S
T
A
B
1855 when world rackets champion HJ
Gray started a racket making company.
LIGHTER AND
Nicolls began making cricket bats in
, GJ
R
E
T
T
E
B
1876
in Robertsbridge, East Sussex,
M
R
O
F
PER
EXCITEMENT
where the company is based today.
Wilton misses the excitement of first class
AKES
The firms amalgamated in the
M
H
IC
H
W
cricket since he retired as Sussex
1940s and the company is still
E
R
O
wicketkeeper and batsman 10 years ago, but he
owned and controlled by the
M
S
R
E
PLAY
has been deeply involved in the game ever
Gray family. It quickly went
D
N
since - first as a Gray-Nicolls coach, then on
from strength to strength A
T
CONFIDEN
the sales team and now as brand manager.
England captain Wally
E
L
B
“Cricket has been my life for as long
Hammond and Australian star
A
T
R
O
F
as I can remember,” he says. “Now I’m
MORE COM
Keith Miller used Gray-
38
”
INTERVIEW
which relies on flipping the bat over with a
lightning-fast hand motion, and it was
hoped the two-sided bat would enable
more players to use similarly inventive
strokes and play reverse sweeps.
“The switch hit moved cricket
forward and it was something we had to
keep up with,” says Wilton. “We have
double-sided bats in our museum
from the 1960s, but they had not
been seen for a while and reverse
hitting had become very popular.”
The two-sided bat was
marketed for a couple of years,
but is not currently in the GrayNicolls range. Wilton believes it
still has great potential in the
modern game and could well
be reintroduced after further
development.
BAT MAKING
Research into improvements
in bat design is unceasing,
but is to some extent
limited by stringent MCC
legislation. “For instance,
you can’t have coloured
bats,” says Wilton. “Or
synthetic enhancements
such as graphite.”
But for all the
excitement of
technical innovation,
the basic process of
making cricket bats
at Robertsbridge has
barely changed over
a century and a half.
Gray-Nicolls is the
only bat maker to
grow all its own
willow on site - on a 15acre plot near the village
cricket pitch. English willow is
felled after 20-25 years and chopped
into four foot sections - one tree will
produce between 30 and 40 bats.
The rough pieces, known as splits, are then
dried for six weeks in a kiln, pressed at 2,000lbs per
square inch and left for six months to dry before being
machined into a basic bat shape by a skilled operator.
Laminated cane for the handles comes from the Far
East and rubber shock absorbers from Pakistan. At this
stage bats come under the expert eye of master bat
maker John Gasson, who joined the company 50 years
ago at 16 and has been fine-tuning bats ever since.
Gasson and his team use traditional tools such as
draw knives and spokeshaves - plus decades of
experience - to balance and shape bats to perfection
and cater for every playing style and technique.
Finished bats are performance tested using a lignum
vitae hammer. “We are continually coming up with new
blade shapes and are working on changing the
proportion of handles to blades,” Wilton says. “But
even with the latest technology, a top class limited
edition
bat selling at around
£350 has a surprisingly
short life.
“With the demands of today’s game,
you’d be lucky to keep a bat for a season. The
majority of players will try to keep a match bat
going for as long as they can once they’ve found
one they’re happy with and use other bats for
practice and warm-ups.
Others may use different bats for different forms of the
game - perhaps a heavier one for hitting out in Twenty20
games. It all depends on what suits you.”
At 33 Wilton has lost none of his appetite for cricket and
still plays for a local side when he has time. “I enjoy playing
and I’ve got a pretty good bat,” he says. No prizes for
guessing who made it.
39
RACQUET SPORTS
MAXIMISING
Sports Insight spoke to Karakal partner Mark Kenyon
about the brand and the racquets sector
IS THE RACQUET SPORTS
MARKET GROWING?
The market has remained fairly static over
the last 12 months, with some exceptions.
Racquetball is in the ascendancy, tennis has
been flat, and squash and badminton have
seen pockets of growth. In areas that have
good and enthusiastic coaches, growth is
always a strong possibility.
HOW HAS TRADE BEEN
FOR KARAKAL OVER THE
LAST 12 MONTHS?
Karakal has seen very encouraging growth
in its market share of entry-level tennis, as
well as steady sales in racquetball, squash
and badminton. We have been particularly
delighted in our continued growth in racquet
apparel. A large number of retail shops
report record sales of Karakal products.
WHY SHOULD
RETAILERS STOCK
KARAKAL RACQUETS?
Karakal provides a comprehensive range of
racquets in all four sports, as well as clothing,
footwear and a good range of accessories.
Generally the majority of Karakal’s products
will retail at least one price point below its
competitors on like-for-like products. We are
also very aware of the costs of running retail
outlets and provide retailers with probably
the best margins in the racquet trade.
WHAT ARE KARAKAL’S
KEY MARKETS OUTSIDE
THE UK?
Ten years ago our main market was the
UK, but as the number of retailers declined
we had to look at other markets. Today,
with distributors in over 50 countries, our
export sales are larger than our UK sales.
Our main markets are Asia, Europe and
North America.
racquets. However, I have come across
some excellent retailers who place a lot of
pride in their racquet departments. Julian
Lefevre and his team at Greaves Sports in
Glasgow is a shining example. They are
very proactive in their location and their
knowledge of products is excellent. Brian
Gannon of Gullane Sports in East Lothian
and Andrew Gyles of Gyles Brothers in
Bristol are two more very good examples.
DO MOST RETAILERS
KNOW ENOUGH ABOUT
RACQUETS?
During my travels around the UK I have been
astonished at some of the misconceptions
retailers have about the construction of
racquets. This is not always the fault of the
rep, as they are not always given the correct
information themselves. The largest
misconception in the trade at the moment is
about the graphite composite. Many people
believe the main material is graphite, with a
small amount of fibreglass added. In fact, the
main material is aluminium with a small
amount of graphite added.
WHY IS IT IMPORTANT
FOR RETAILERS TO
UNDERSTAND WHAT
THEY STOCK?
If they have little knowledge about racquet
products the customer will soon pick up on it.
It’s so important to match the right product
to the right customer, as failing to do so often
puts the customer off their chosen sport.
Retailers also need to stock products
that will maximise their profits,
and the ‘sexy’ products often
don’t allow this.
HOW IMPORTANT IS IT
FOR CUSTOMERS TO
HAVE FACE-TO-FACE
CONTACT WITH A
RETAILER RATHER THAN
BUY ONLINE?
It is a massive opportunity retailers need to
capitalise on. By meeting and talking to
customers direct they can advise them on
the product to match their ability and
pocket. Often people become disillusioned
with products purchased online. The other
advantage a retailer has with a face-to-face
customer is the possibility that there will be
extra add-on sales.
HOW CAN RETAILERS
BROADEN THEIR
CUSTOMER BASE?
One of the most important aspects for a
retailer is widening their customer base.
Good retailers like Greaves Sports don’t
just wait for the customer to cross the
threshold, they are proactive in the local
community. Staff attend functions at clubs’
open days and promote the shop and its
benefits.
Many shops attach themselves to local
coaches and promote their ranges this way.
Incentives both in-store and through
coaches are also a good way of keeping
loyal customers.
Many good shops have excellent
websites as well. A combination of both
should provide a good opportunity for a
prosperous and vibrant business.
WHICH RETAILERS
SET A GOOD
EXAMPLE?
Independents are generally good at selling
41
launches new 2012 collection
Winmau’s 2012 darts collection was launched on September 19 and it is another
market leading offering from the premium darts equipment manufacturer.
The response to Winmau’s 2011 collection was incredible and the company
reached new heights with the record breaking Blade 4 dartboard. The 2012
collection takes this to a new level.
Winmau has added Steve ‘The Bronzed Adonis’ Beaton to its World
Champion range alongside players such as Ted Hankey, Andy Fordham,
Dennis Priestley and Trina Gulliver. With a unique knurled point and micro
grip, Steve’s darts are a great addition to the portfolio.
Another market first is the launch of the Diamond Plus dartboard, which
features 50 per cent thinner dynamic sector wire. Winmau continues to
dominate this key market sector and can report a strong growth in dartboard
sales this year.
However, it doesn’t just stop there, as Winmau has introduced some
amazingly quirky and technical products that offer retailers a great
opportunity to add value to their darts assortment. The Whizlock Shaft Caps
and Flight Punch offer the keen darter a real plus in performance and
increased life from their nylon shafts. Ted Hankey’s self-designed Coffin
Darts Case is simply a brilliant concept and is a must for any Ted fans or
anyone with a love of the Lord of Darkness.
The new WinCool darts shirt looks stylish and aids performance with its
mesh ventilation and anti-microbial technology, whilst the Winmau flight
and shaft range has been enhanced with some eye-catching new designs.
Winmau has always been a dominant power in the UK and its export
business is thriving, with new markets coming on stream almost every
month. The company now exports to nearly 100 countries globally.
Winmau is moving the brand into live streaming of darts tournaments
through its 38-year relationship with the British Darts Organisation and
related bodies. With webcasts viewed for weeks after the events, this promises
to be yet another exciting channel for Winmau to deliver televised darts to
people’s homes. The company has also invested heavily in the booming area
of social media and has a growing following on Twitter and Facebook.
Winmau’s commitment to design, functionality and retailer value allows it
to justify the reputation it has built up over the past 65 years. The company
prides itself on its stock management and delivery lead times. With its slick
UK operation and commitment to Group-owned manufacturing via the
company’s bespoke facility in Kenya, Winmau has reinvented the darts
distribution chain, allowing stockists to gain maximum advantages from
keen pricing, increased sales and innovative products that are second to
none in the industry.
Winmau’s 2012 collection has a magical feel about it, as it strives to define
the future of darts retailing in today’s highly connected marketplace. With
the televised darts season up and running, the launch of the new Winmau
collection and many new products (including world number one Dean
Winstanley’s range) already in development, 2012 is set to be another good
year for Winmau and its customers.
For details of the full range contact Winmau’s sales team via
telephone: +44 (0)1656 767042, fax: +44 (0)1656 650468,
email: [email protected] or log on to winmau.com
Winmau is the largest producer of military grade tungsten darts in the world,
and there are several notable additions to the darts range - The Aluminium
Titanium Nitride coated 90% tungsten Highlander darts, tungsten and brass
Gift Sets (including many extras) and Leighton Rees brass darts in the World
Champions range.
The Professional Darts Set now includes the Diamond Plus dartboard and
the company has also produced a new Slimline Aluminium Case and knurled
points, which finish off the new range in style.
“2011 to date has been a phenomenal year that has exceeded our expectations
in all areas,” says Ian Flack, Winmau’s Sales and Marketing Director.
“In fact, we haven’t discontinued one product from the 2011 range due to
successful sales across the board.
“With the 2012 assortment, we have simply strengthened the portfolio even
further. This has been bolstered by the most successful product launch in
Winmau’s history - the Blade 4 dartboard. More people are buying Winmau
than ever before, and we are really proud of the team effort to produce our
2012 collection.”
Winmau’s brand exposure has continued to gather pace worldwide. The
Winmau World Masters was broadcast on ESPN, Eurosport and Eurosport
Asia in September to a global audience in well over 100 countries. The BBC’s
coverage of the Lakeside World Championships will be enhanced by joint
coverage from ESPN and also global coverage via BBC Worldwide, which
ensures this tournament remains the biggest in world darts.
Winmau Dartboard Company Ltd.,
South Road, Bridgend Industrial Estate, Bridgend, CF31 3PT, UK
e-mail: [email protected]
Tel +44 (0) 1656 767042 Fax +44 (0) 1656 650468
E W ND
SE OL TA
& O S
E H N
M SC 1 O
C O H E 01
T 2
AT OW
SH
THE FABRIC OF SPORT.
Sensport offer Stock and custom teamwear solutions
in a range of highly advanced technical fabrics providing
outstanding value for money. Professional quality products at
affordable price points.
For football, rugby, cricket, hockey, netball, basketball, leisure
and training wear with a service that is second to none.
I
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Caldoni House 3 Crondal Road Bayton Road Industrial Estate Coventry CV7 9NH
Tel: 02476 644666 Fax: 02476 367971 Email: [email protected]
I
I
For details of your nearest Sensport Stockist go to www.sensport.co.uk
To present your customers with a full colour presentation of their total
teamwear requirements go to www.kitselector.com
IN SEASON CRICKET
England’s ascent to the top of the Test rankings has
been swift, and led commentators to call the last few
months a triumph for cricket
That there was a huge turnout supporting England at last
month’s International Cricket Council Awards is hardly
surprising. The team has had an extraordinarily good year,
retaining the Ashes in Australia and becoming the world
number one Test side.
The speed of the team’s march to the summit of the world
game is particularly remarkable, considering their form as recently as
the spring of 2009. Its international success is not just good news for
cricket fans and cricket retailers, but a huge vote of confidence for
the ECB, which has put many of the structures in place that allow
the national team to achieve such excellence.
The National Cricket Performance Centre is an all-year-round
facility that benefits cricket as a whole. Under the guidance of the
ECB’s performance director David Parsons, its philosophy is to
identify and select the most talented cricketers, developing them
through coaching and support services to achieve their potential.
If the ICC awards were any pointer, it appears to be working Alistair Cook was crowned Test player of the year after his efforts
against Australia last winter - the first English player to win the award
- while Jonathon Trott’s outstanding play over the last 12 months
scooped him the award for best cricketer of the year.
Sports Insight spoke to ECB spokesman Andrew Walpole about
the background to England’s year of success.
HOW MUCH OF THE CURRENT SUCCESS IS
DOWN TO THE WORK OF THE NATIONAL
CRICKET PERFORMANCE CENTRE?
The NCPC has had an important role to play both in the provision
of the best sports science and medicine expertise, and also in
providing access to specialist coaching in all the main disciplines batting, fast and slow bowling, wicketkeeping and fielding.
WHAT LEVEL OF DEVELOPMENT AND
TRAINING HAS PRODUCED SUCH GOOD
RESULTS FOR ENGLAND?
Achieving world number one status in Test cricket is primarily down to
the players, who have performed consistently and been superbly led
by Andrew Strauss and Andy Flower. Our preparation work has
been highly praised, with many cricket writers saying we were
the best England fielding side ever to tour Australia last winter.
That has helped, as has a renewed commitment to building
fitness and helping minimise injuries wherever possible.
WHAT HAS THE NCPC BEEN
FOCUSING ON SINCE IT OPENED?
The NCPC is very much a hub and centre of excellence for
all England cricket teams - not just men, but our very
successful England women’s team, who won
both their home series this summer, and the England Lions, England
Under 19 team and the national age group squads we administer
from here. The England development programme, which targets
the best cricketers in the 16-18 age group, is a priority for us.
Former England captain Michael Vaughan is among the leading
ex-players who play a key role in preparing the next generation.
HOW STRONG IS THE SPORT’S
GRASS ROOTS?
The ECB puts in excess of £20 million a year into grass roots
cricket and the benefits are being felt in all areas of the game with the number of qualified coaches now at an all-time high
of 33,000. A major emphasis is being placed on investment
into facilities, which means helping clubs improve their
pitches, pavilions and practice facilities.
DO YOU THINK YOUNG PEOPLE
ARE BEING INSPIRED BY THE
CURRENT SUCCESS OF THE
ENGLAND TEAM?
There was a significant upsurge in participation following
the iconic Ashes 2005 series in England and the events of
this summer will no doubt help boost participation further.
Around half a million youngsters currently play the game in
a network of around 6,000 affiliated clubs nationwide and new
faster forms of cricket like Last Man Stands [an eight-a-side
game] and indoor cricket will accelerate this process.
SHOULD CRICKET RETAILERS
BE ANTICIPATING A GOOD 12
MONTHS OF TRADING?
Cricket is not immune to
the recession and we have
been affected by the fall in
consumer spend just as
other sectors of the
leusire industry have. But
our international ticket
sales were strong this
summer - the best since
England’s historic Ashes
series win in 2005 - and
this has been helpful in
driving sales within
grounds via club shops
as well as in the
growing online
market.
45
MANTIS is distributed in the UK and Ireland by Reydon Sports PLC
[email protected] | 0115-900-2340
Also contact us via our Facebook page : MANTIS Sport International
OFFICIAL BALL
IN SEASON RUGBY
RUGBY
OPTIMUM BOKKA RANGE
Since being launched, Optimum’s BOKKA range of tops,
headguards and rugby boots have proven to be one of the
company’s best-selling ranges of products ever.
The fabulously varied and excitingly coloured Optimum
logo has proved to be the choice for the player who refuses
to blend into the background and who instead wears their
BOKKA boots, tops and headguards with passion,
enthusiasm and pride.
BOKKA TRIBAL TOP
Sizes: MINI / SB / LB / S / M / L / XL / XXL.
RRP: Jnr £29.99. Snr £34.99.
BOKKA EXTREME HEADGUARD
Sizes: SB / LB / S / M / L.
RRP: Jnr £29.99. Snr £34.99.
BOKKA ECLIPSE RUGBY BOOT
Sizes: 1-13.
RRP: Jnr £24.99. Snr £34.99.
For More details call Optimum
on 01942 497707 or see your
local area representative.
48
To find out more about Gymphlex visit
www.gymphlex.co.uk or call 01507 523243.
GYMPHLEX LAUNCHES NEW SCHOOL SPORTSWEAR SOLUTION
Gymphlex launched a new sportswear range at this year’s
Schoolwear Show specifically developed for the school sport sector.
The advanced multisport range uses technical fabrics to create
high performance garments. Offering a targeted range of
garments, schools will be able to create a cohesive sporting
identity. Available in a wide range of school colours, there’s also
the option to add embroidered or printed badges, which could run
across all sporting disciplines.
“We have learnt a great deal about school sportswear since we
started in 1906, enabling us to capitalise on our design and
manufacturing experience to create a high performance and
flexible school sportswear solution,” says Simon Ward, sales
director at Gymphlex.
“We have been able to use all of our knowledge to develop this
range, which possesses many of the features Gymphlex has
become known for. With our newly developed brand portfolio we
are confident that Gymphlex will enhance its customer base
further, building on our existing band of loyal followers as more
and more schools embrace the opportunity to develop a cohesive
school or team identity.”
49
www.canterbury.com
Mercury Compression garments
feature graduated compression
zones to aid circulation and higher
venous return resulting in a faster
removal of lactic acid, improved
warm-up time and the ability to
train harder for longer. Enhanced
proprioception and muscular
awareness promote a positive
response to feedback within an
isolated training environment. *
0.2
COMPETE
The constant compression applied
by Mercury Compression garments
can reduce muscle oscillation by
up to 50%, resulting in decreased
energy expenditure linked to
improved mean power output,
muscle endurance and strength.
Enhanced garment fit and
freedom of movement obtained
from LYCRA® SPORT fabric provide
comfort in demanding physical
environments. *
0.3
RECOVER
Following
intense
exercise,
Mercury Compression reduces
muscles soreness and DOMS by
up to 30% which is associated
with reduced swelling, improved
recovery and a quicker return to
training. The use of LYCRA® SPORT
fabric improves shape retention
of the garments maintaining
greater levels of compression for
prolonged periods of time. *
Copyright © Canterbury Limited
LYCRA® is a trademark of INVISTA
0.1
TRAIN
Graduated compression applies to hybrid legging
and long sleeve garments only
* Suggested benefits
POWERED BY
FEATURING BRAND AMBASSADOR BRYAN HABANA
Fitness-Mad specialise in high specification fitness equipment focusing on the
areas of core stability, resistance, boxing & strength training.
The company’s sister brands, Yoga-Mad and Pilates-Mad, are the UK’s leading
brands of studio-quality yoga and Pilates equipment, offering a comprehensive
range of mats, props and small equipment.
The same MAD equipment that is the choice of many leading studios and clubs is available to independent sporting
goods retailers in new eye-catching retail packaging. The MAD brands offer high margins and minimal
commitments; come and see for yourself!
To receive a brochure or enquire about a trade account
call 01386 859 551 or visit www.fitness-mad.com
Joma Sport is the official
technical sportswear supplier to
La Liga giants Valencia C.F and
the official footwear sponsor to
Liverpool’s Pepe Reina.
Joma has over 40 years
experience of designing and
manufacturing the highest
quality technical football team
apparel and football boots and
has established itself as one of
Europe’s premium heritage
football brands.
The Joma Sport UK Sales team
are looking forward to meeting
all STAG members at the show.
In the meantime if you want to
find out more about the Joma
brand please contact UK &
Ireland Sales Director
Jon Haile on 07540 049814 or
email [email protected]
WWW.SPORTS-INSIGHT.CO.UK 51
IN SEASON TABLE TENNIS
POSITIVE
SPIN
Alan Ransome, managing
director of Ransome Sporting
Goods, the distributor for
Butterfly and Donic Schildkrot,
explains why table tennis is
enjoying new-found popularity
There are a number of reasons why table tennis is in favour at
the moment. The amount of school children playing is
increasing, and when children ask their parents for a table so
they can play at home or in the garden the whole family plays.
The English Schools’ Table Tennis Association has revealed a
substantial increase in participation in competitions. It has been
working with the English Table Tennis Association (ETTA) to take
advantage of government investment through Sport England and the
Youth Sport Trust to increase participation in schools.
SUPPORT
We support the English Schools’ National Championships by providing
the table tennis tables, balls and other equipment for these events. We
are also working with them on three national projects: the Butterfly
Skills Programme, which is based on a coaching manual and awards
scheme with ETTA; the Butterfly ‘More Schools’ Project, which is a
toolkit to help new schools start playing the sport; and the Butterfly
Schools’ League Project, which has encouraged more than 200 new
school table tennis leagues to organise competitions throughout
England. This last project falls clearly within the government’s aim of
introducing more young people to regular competitive sport.
The second reason for the sport’s popularity is the work being
done by ETTA and its partners. This has included initiatives such as
Ping, where table tennis tables were located throughout London last
summer and followed up this summer in Birmingham and Hull. There
has also been promotion in
universities, where the
Butterfly Easifold
Rollaway table has been
selected for this
particular programme.
Another major
initiative is by the charity
Greenhouse, which has
supported full-time
professional coaches in
several schools for the
past 10 years to the tune
of millions of pounds.
Sales of outdoor
52
tables are on the rise, not just for gardens but parks, open spaces and
schools as well. Throughout Europe outdoor table tennis tables in
campsites, recreation areas, town centres and on beaches are a
familiar site - and they’re becoming increasingly common in the UK.
We have seen a significant increase in sales of both our range of
concrete tables and the standard permanent tables that have a
special wood finish for the playing top and steel legs and
undercarriage. The concrete tables have a particularly long life.
Some new ideas are coming through for the sport as well. Recently
I spent a couple of evenings at the Spin Club, a social table tennis club
in New York, which is part owned by the actress Susan Sarandon. It
resembled a 10 pin bowling alley, except instead of bowling lanes it was
all table tennis tables, with a bar and restaurant, purely for social play.
The idea has already spread to Toronto, Milwaukee and St Petersburg
in Florida, and I’ve heard talk of similar initiatives in London.
DIFFERENCE
Next year’s Olympics has already had a significant impact on table
tennis. In particular, government investment through the Youth Sport
Trust into schools has made and will continue to make a big difference.
The publicity concerning the test event, the ITTF Pro Tour Finals in
November at ExCeL in London - the venue for 2012 - and the Games
themselves will obviously be very beneficial. We are hoping some of
our sponsored players will be in Team GB. In fact, the whole of the
English team selected for the European Championships in Poland this
month (seven players in all) use Butterfly equipment, and this includes
current number one and three times champion Paul Drinkhall.
In terms of brand popularity, a new range of Butterfly rubber sheets
called Tenergy has taken the international game by storm and most of
the best players are now using it. At the English Championships in
March all the winners and runners-up in the main events were using
Butterfly equipment the first time any table
tennis brand has
enjoyed this level of
achievement.
IN SEASON FOOTBALL
FOOTBALL
UHLSPORT INFINITY RAIN JACKET
From the start of pre-season to the end of season awards, conditions can be
unpredictable to say the least. The uhlsport infinity rain jacket incorporates
Smartbreathe HI COUNT technology, making it highly weatherproof and
water resistant. The elasticated hem cord, cuffs and full mesh lining work
together to keep the rain out and players training for longer when lesser
jackets would force you inside.
Available to all uhlsport customers at a net price of £10 in
all colourways while stocks last. For additional information call
uhlsport on 08448 849861 or email [email protected].
NEW SENSPORT
ADRENALIN CUSTOM
RANGE
Adrenalin by Sensport is a range of stylish, cutting-edge
garments in high performance fabrics designed to offer the
complete multi-sport package to large clubs and organisations,
or focused ranges to single sports clubs, offering great value for money.
Available in combinations of 18 colours, male and female pro and
regular fit. With styles to suit football, rugby, cricket, hockey, netball,
lacrosse, basketball, athletics, and leisure and training wear, the
possibilities are endless.
Lead times: 6-8 weeks. Minimum order: 15 units per style.
For more information on Sensport Adrenalin
call 02476 644 666, email [email protected]
or visit www.sensport.co.uk.
55
IN SEASON SWIMMING
The British Gas Learn to Swim programme has taught 600,000
children to swim, making it the most successful sports initiative
of its kind. The Big Splash campaign, launched earlier this year,
is also looking like a winner, says Catherine Eade
Not since a disorientated whale took a
wrong turn and ended up in the River
Thames in 2006 has a swimmer
attracted so much attention from an
adoring public.
Comedian David Walliams’
achievement of swimming the length of
the Thames recently garnered as many
column inches as Eddie Izzard’s multiple
marathon feat in 2009. Walliams
managed the 140-mile swim - equivalent
to swimming the Channel seven times in eight days, despite various setbacks
including illness and back problems.
HEROES
The comedian’s accomplishment is one
of many such long distance swims to
raise money for charity, and it seems
there are an increasing number of
heroes of the open water, such as Julie
Bradshaw, the British woman who
recently circumnavigated Manhattan
Island doing only the butterfly stroke.
It is great news for swimming that
there is no shortage of high profile
ambassadors. Recent research released
by the ASA, the sport’s governing body,
showed that apart from walking,
swimming is still the most participated
in sport in England, with the total
number of adult swimmers who swim at
least once a month estimated to be 5.56
million. The number of swimmers has
increased this year, says the ASA, which
although helped by high profile names
signing up for swimming challenges, is
mainly due to the ASA’s mass
participation campaign the Big Splash.
Launched in May this year, the Big
Splash hopes to inspire people to get
into the pool ahead of the 2012
Olympics, and the signs are it has
already been extremely successful. ASA
spokesperson Kelly McHugh says: “We
have definitely seen an upsurge in the
challenges being undertaken at present.
56
This has coincided with David Walliams’
Big Splash Challenge for Sport Relief
and also the Irish Channel swim.
“We heavily promoted the Thames
swim and this is currently the most
popular challenge being undertaken.
These events certainly help to raise the
profile of swimming and we fully
support them.”
With an increasing number of
swimmers looking for such challenges
to liven up their routines, the launch of
the Big Splash seems timely. Last month
a partnership was launched between
Community Swimming and LA Fitness,
where 78 pools nationwide opened their
doors to the public, allowing nonmembers to enjoy private swimming
pool facilities.
Zoggs is one brand that is putting its
money where its mouth is by becoming
the title sponsor of the Aspire Channel
Swim. Laudably, the brand has signed
up its entire head office staff of 30
people to swim the 22-mile English
Channel distance in their local pool
within 12 weeks.
KEEN
Inspired by such athletic feats and
being a keen if casual swimmer myself,
I am attempting to swim the Channel
in my local pool after registering with
Swimfit, the online programme
developed by the ASA and sponsored
by British Gas. (To manage the entire
distance in less than three months I
need to swim 118 lengths per week.)
The Big Splash website has a
range of watery targets. Fancy
swimming round the Isle of
Wight? That’s a cool 65
miles to cover. The
interactive map
is particularly
useful and
a great
motivation to stay in the water that bit
longer and do 10 more lengths. The ASA
says more than 50,000 people have
signed up to the Swimfit challenge since it
was launched.
Next year Swimathon, the world’s
biggest fundraising swim, joins British
Swimming, the BBC’s Big Splash, Marie
Curie Cancer Care and Sport Relief to
promote what is hoped will be the
biggest Swimathon Weekend ever on
April 27-29. The event will be hosted in
600 pools across the UK and provide
swimmers with a personal challenge,
goals to train for and causes to support.
This is good news for swimming
brands and could be the start of a long
distance swimming habit for many
people, myself included.
As Sports Insight went to press,
Catherine had swum almost halfway
across the Channel.
IN SEASON SWIMMING
SWIMMING
JAKABEL IS IN STOCK ALL YEAR ROUND
● Full range of neoprene wetsuits 0-11 years.
● Floatsuits from 2-5 years.
● UV 50+ wear from baby to 13 years.
● Pool toys and accessories for all ages.
● 2-3 day delivery.
For more information call +44 (0)20 8715 2385,
email [email protected] or visit www.jakabel.com.
BACK TO SCHOOL NEW KAYENNE JUNIOR
SWIM GOGGLE
Voted ‘10 out of 10’ and ‘Best on Test’ by 220 Triathlon, Aqua
Sphere’s Kayenne goggle delivers true innovation. Its smart lowdrag frame offers outstanding four-way vision (up and down as
well as 180 degrees to the side), a great bonus for open water
swimmers as well as pool enthusiasts.
The clever Quick Fit buckle enables fast and simple strap
adjustment for a superbly comfortable fit. Fast becoming a
design icon, Aqua Sphere is now primed to launch a junior
version - available for pre-order now - in fresh teen shades,
bringing the best goggle innovation to a younger market.
Call 01254 692200 for your intro to
the uber-cool Kayenne Junior.
57
IN SEASON INDOOR SPORTS
INDOOR SPORTS
For more information call +44 (0)1656 767042,
email [email protected] or visit www.winmau.com.
WINMAU
The Diamond Plus Dartboard is another first from the world’s leading dartboard
manufacturer. This stunning new dartboard offers a wiring system that is leaner,
more refined and geared towards modern darts performance at the advanced
level. This board features a completely new high tensile Dynamic Sector Wiring
system with wafer thin 0.75mm wires for reduced bounce outs.
GIFT SETS - ADVANCED RETAIL FOCUS
Winmau’s amazing value gift sets give retailers the opportunity to sell a
professional 80 per cent tungsten or brass set for any aspiring darts player. With
two extra sets of flights, two extra sets of shafts and a checkout table, this truly is
the perfect darting gift.
59
HOST WITH
THE MOST
A robust hosting service for your online store is a
prerequisite for its success, says Dave Howell
How long has your website been hosted by its ISP?
Often overlooked, many retailers will have set up the
hosting for their online store several years ago and
then neglected to review the service on a regular basis.
But in a market awash with vendors due to the
explosion of cloud-based services, now is a good time
to overhaul your business hosting.
The quality of your hosting service is vital, as even short
downtimes could mean substantial amounts of lost revenue.
“There is strong evidence that the faster the website, the more
successful it will be,” says Nick Kington, managing director of
ecommerce supplier Actinic. “We know that Google uses
performance as a key factor when ranking a site and your
visitors will expect a fast response. If the response is slow, it
will put them off.
“Research has highlighted that a half-second delay in
loading a web page can reduce traffic by 20 per cent and that
improving speed reduces abandonment rates by up to 41 per
cent when selling online. The use of modern, fast hardware
and high speed internet connections, together with controlling
the number of sites on each server, will help to ensure a fast
response. Too many sites on a server will lead to server
overload and poor performance.”
“
A HALF-SECOND
G
DELAY IN LOADIN
N
A WEB PAGE CA
IC BY
REDUCE TRAFF
20 PER CENT
EASY OPTION
”
Dominic Monkhouse, UK managing director of PEER 1
Hosting, says many hosting providers charge an all-in fee for
set-up, hardware, operating system, support and bandwidth.
“This may seem like an easy option, but the problem with
these deals is you can’t see exactly where your money is going
and so can’t see if you’re paying for things you don’t need,”
he explains. “The best way to ensure you’re not taken for a
ride is to ask for a breakdown of services and individual
quotes for support, bandwidth, additional hardware, etc. It’s
the only way to know what’s being delivered, what isn’t and
what is surplus to requirements.”
60
The cost of server space has fallen significantly over the
last few years. The chances are your site is still hosted on a
managed server, which simply means you share it with several
other businesses. The problem with this approach is that any
issues the other businesses may have with their websites could
adversely affect your online store.
A dedicated server, as the name suggests, gives your
business its own unique server that is physically separate from
the others your ISP has in its server rooms. Companies like
ServerBeach offer customers dedicated servers, as well as the
ability to purchase different levels of support, thus avoiding
high maintenance costs.
“Hosting is very much a horses for courses thing - it’s a
question of getting the best and most appropriate solution
that you can afford,” explains Abby Hardoon, founder and
managing director of web hosting specialist Daily. “There’s no
need to hamstring yourself financially, though. If you’re just
starting out or you’re a relatively small business and you know
your way around a server, you might like to consider a virtual
private server, for example. These provide the flexibility of a
dedicated server, but at a reduced cost.
“If you want to set up an online shop, it’s worth
considering something like an eShop package, which includes
shop creation and back office functionality along with the
hosting. If you’re smallish and not confident managing a
server, a higher-end shared web hosting package could be just
up your street, as they’re usually easier for the non-techies
among us to deal with.”
GEOGRAPHIC REDUNDANCY
To ensure your site stays live for the maximum time possible
ISPs are now offering geographic redundancy services, which
simply means that several servers at different locations are used
to ensure a website is live at all times, no matter what happens.
“The 1&1 Dual Hosting concept delivers a new dimension
of resilience as every online presence exists in two different
high performance data centres at the same time,” says
Oliver Mauss, CEO of web host 1&1 Internet.
“Freelancers, professionals and small to
medium-sized businesses thus benefit from a
safeguard that before now only large
organisations could afford.”
1&1 uses geo-cluster systems in order to
create redundancy across locations. All data and
processes are mirrored in separately located
European data centres. If there should be any
unexpected problems at one of the locations, such as an
electricity or server blackout, all upcoming exercises are
automatically taken over by the other data centre.
It is also important you understand who is hosting your
E-TAILING
site. This may sound odd, but some hosting companies are
themselves hosted by other ISPs. One of the best ways of
finding out the owner of your ISP is by using Netcraft
(http://news.netcraft.com), a service that allows you to see
who is hosting your site, which is important when ensuring
your service level agreements are honoured by their rightful
owners and not handled by a third party.
The advent of cloud computing, increased mobile
internet access and the continued proliferation of
ecommerce has meant that today’s business hosting
services offer much more than they used to.
Looking to the future, Abby Hardoon concludes: “It
seems likely that cloud and software as a service will
continue to play an increasing role in business hosting, and
the trend we’re seeing is definitely towards virtual private
servers, so we expect this market to continue to develop. In
the still recuperating economic climate, we also expect there
to be an increased focus on reliability and service customers can ill afford to risk their businesses on pile 'em
high, sell 'em cheap hosting companies that place less
emphasis on service delivery.”
Customers are more inclined to buy from reliable online
businesses that are available when they want to shop. A
robust hosting service for your online store is a prerequisite
for its success and the ISP you choose to host your site is an
important partner that should be embraced as an essential
component of your company.
CHECKLIST
1. SERVICE LEVEL AGREEMENT
Any hosting service worth its salt should offer you one of
these. Look closely at every clause so you don’t have any
nasty surprises. Most items should be open for negotiation.
2. BANDWIDTH
The speed and efficiency of your website depends on how
much data your server can send and receive. This is the
bandwidth. Look for a hosting service that has bandwidth
utilisation of below 50 per cent to avoid bottlenecks.
3. DEDICATED SERVERS
To avoid problems that other websites may have on the
server you are sharing with them, look for a hosting service
that offers dedicated servers. These cost more, but give you
greater control over security.
4. CONNECTION TO THE BACKBONE
Your ISP can be connected to the internet in one of three
ways - these are referred to as tiers 1, 2 and 3. Look for a
host that has a tier 1 connection, as this means it has its own
portion of the internet that it controls. Tier 1 connections
are the most expensive, but also the most reliable.
5. CAPACITY
Look at the data traffic statistics your ISP should be able to
provide you with. What you are looking for is high
levels of uptime, which means
that the ISP is always
connected to the internet
and can cope with the
traffic your website is
generating.
6. TRACKING
Your ISP should
be able to provide
you with full
traffic statistics of
the data that moves
though your server.
This information is
important when you
are tracking return
on investment.
61
Cybertill @ STAG
Ireland & UK
Buying Shows:
23/24 Oct
& 20/21 Nov
Reduce Stock and Increase
Sales with Cybertill
Cybertill has helped many sports and outdoors retailers reduce stock whilst increasing
sales. It is an easy to use web based EPoS system, which seamlessly links with
Cybertill’s ecommerce solution. It gives retailers a real time view of their stock and sales
in-store and online so they never sell stock they don’t have. To find out more visit
Cybertill at any STAG or INTERSPORT Buying Shows or arrange a free demonstration
in-store by calling 0800 030 4432.
[email protected]
Cybertill is recommended by both STAG
Buying Group and INTERSPORT to their members
E-TAILING
CHRISTMAS
IS COMING
Mike Thornhill, CEO of ActivInstinct,
provides his top tips for a successful season
I know what you’re thinking, the sun has barely set on
another classic British summer, so it’s surely not right to be
talking about Christmas already. In many ways that is the
right sentiment to have particularly if, like I, you think that
there is something slightly distasteful about Harrods
opening its Christmas shop in July.
However, if you are a retailer you should already be planning
for the busiest time of the year - especially so if you are an online
retailer, as the sales peak comes a couple of weeks before that of
bricks and mortar. Verdict Research is forecasting that online sales
growth for Q4 2011 will be 16 per cent, so that’s an incentive if
ever there was one to ensure that you’ve thought of everything
before it is too late.
At ActivInstinct we’ve found the following list a good basis to
plan from and check that we have contingencies in place:
PRODUCT
Make sure you have a view of what your best selling lines are likely
to be and you’ve got plenty of stock ordered - now is a good time
to double check and place top-up orders where you’re low or think
you might have underestimated originally.
MARKETING
For many online retailers paid search is a major channel for sales, so
now is a good time to review your campaigns to make sure they cover
all the categories and products you offer and check the ad copy to
make sure it is up to date. Remember too that as the Christmas trading
season starts to heat up, prices for clicks start to increase, so closely
monitor the performance of your campaigns in the peak weeks and
adjust where necessary to make sure they perform across the period.
Plan out your email communications and update your
newsletter templates, so that they reflect the season and help get
your customers in the mood to buy.
WEBSITE
Finally, and perhaps the most important part of the whole mix, is
the place where customers will spend their money. Now is the time
to take a good look at your site and the analytics to see if there are
any areas with high bounce rates that you need to fix before things
get busy, as there’s no point in driving traffic to your site if people
leave without ordering.
Remember that web shoppers are time poor at the best of times,
but at this time of year that gets amplified hugely so make sure that
your navigation is clear and the categories and products that will sell
best are on view as soon as the customer hits your site.
Make sure that you put a bit of festive sparkle on your site as
soon as you are able to, as shoppers will expect this and you’ll really
stand out if you don’t.
JANUARY SALE
Not strictly a part of Christmas, but
with many online retailers hitting
the sale button on
Christmas day last
year, you’ll need to
have the change
over planned and
ready to go so
that you don’t
miss out on
any
opportunity
to close
out the
year with
a bang.
DELIVERY
Make sure your last order/delivery dates and times are easy to find
on your site, and be as specific as possible if different products or
geographies have differing cut offs.
The past two bad winters have proved that even the biggest
couriers can have difficulty delivering presents to customers in time
for Christmas. This could mean that customers might be wary and
need reassurance, so have a contingency plan for bad weather (and
make sure your couriers do) so that you can reassure them. It also
might mean that sales pick up earlier than last year as people place
orders in plenty of time to get them, so make sure all of your stock
is in as early as possible and your marketing activity is underway.
STAFFING
Plan the number of staff you need in customer services and the
warehouse, and make sure that everyone is available. It is also good
to have an agency on hand that can send part-time staff quickly
should anything happen and you need someone to step in.
65
TAIL-ENDER
UNDER THE
COUNTER
A sideways look at the world
of independent retailing
I should have twigged something was up
when my assistant Norman put on his
best blazer and asked for an hour off to
have his ears syringed.
He also mentioned twice in one week that
he hadn’t had a pay rise since 1984, was still
owed two weeks of last year’s holiday and I
hadn’t paid his National Insurance since 2004.
Okay, I might not be the world’s most
wonderful employer, but I have bought the
elevenses doughnuts on a pretty regular basis
since 1998 and usually turn a blind eye when
he logs on to Twitter during the lunch hour
and pretends to young ladies in Thailand that
he’s Stephen Fry.
PRETTY DAFT
Anyway, when I came back from lunch last
Tuesday Norman handed me a letter
addressed to ‘To Whom It May Concern’,
which was pretty daft considering there’s
been no one in the shop but him and me
since I took over from my dad in 1981.
The letter, which began ‘Dear Sir,’ officially
gave me four weeks’ notice and asked for his
P45 and - would you believe it? - a reference.
The formalities over, he
told me he had
been offered a
job as acting
assistant
temporary
deputy
manager of
leisure
footwear by our
deadliest rival,
the local
branch of a
sports goods
chain, and as he had
read somewhere that proactive marketing was
here to stay, felt it would be prudent to take it.
It seems his wife has also been sticking
her oar in by saying that I had exploited him
mercilessly and underpaid him for years and
it was high time he found a job more suited to
his undoubted abilities.
They had also offered him four weeks’
paid holiday, a non-contributory pension
scheme, opportunities for promotion, a
discount on in-store purchases, subsidised
canteen facilities and a place on the waiting
“
list for the firm’s holiday
timeshare in Marbella.
“That’s all very well,” I
said. “But you’ll have to
buy your own
doughnuts.”
When it
seemed obvious
that Norman (or
his wife) had
firmly made his
mind up, I
shook his hand,
wished him all
the best and
gave him the
bottle of
Scotch I’d got
from a pub raffle.
That evening
my wife was very cross
when she heard I had accepted Norman’s
resignation without a fight. “You know you can’t
manage without him,” she said. “You can’t do
the VAT returns and you can’t work the burglar
alarm. You don’t even know how to kick the
front door shut when it rains. And remember I
play whist with his wife
and we’re in the semifinals of the WI Cup.
You’d better sort it out
tomorrow and I’ll have
a word with Kevin.”
Kevin, in case
you’re
wondering,
is my wife’s
second
cousin who
works in the
swimwear
department of
the sports chain’s branch in the next town. It
seems that in exchange for a bottle of Scotch
Kevin agreed to give Norman an idea of
what he was letting himself in for.
T
ATTENDANCE A
THE COMPANY’S
FOOTBALL AND
ES
CRICKET MATCH
RY
WAS COMPULSO
66
”
TOOK THE BAIT
I can report that Norman took the bait. They
met apparently accidentally in a pub down the
road and Kevin soon got into his stride.
Norman would, of course, be expected to wear
trainers, not only at work but at home, too.
At work he would wear a yellow blazer
with his name on the pocket and be expected
to order a sushi takeaway for lunch. After work
he would be compelled to attend departmental
seminars on organisational culture, loyalty
overlap, the tall poppy syndrome and
counselling out (that’s getting the sack).
His boss was into amateur dramatics and
would require Norman to attend the shows (he
was about to play the lion in The Wizard of Oz).
If he claimed time off to go to the dentist, a
supervisor would later check what dental work
had been done and mark the fillings on a chart.
Attendance at the company’s football and
cricket matches was compulsory, so were
bowling nights and country dancing
competitions. Self-defence and karate classes
were encouraged - the CEO’s wife was a
brown belt. A wheelbarrow race in the car
park commemorated the chairman’s birthday.
When I arrived at the shop the following
morning, Norman was sitting at the counter with
his head in his hands. He said he might have
made a terrible mistake. After he had agreed to
buy the doughnuts until at least the end of next
year, I said he could have his job back.
That evening I rang Kevin to
congratulate him on his powers of
persuasion. Of course, I intend to keep my
side of the bargain and give him a bottle of
Scotch the moment I’ve found some way of
getting it back from Norman.
GFORCE. NOT JUST
ANOTHER STOCK
TEAMWEAR BRAND
High Performance Bespoke Sportswear
With a passion for sport, GFORCE prides itself in knowing how
important it is to deliver high quality, affordable, multi-sport apparel
with low order quantities and quick turn–around times.
Up to 13,500
Colour
Combinations
Low
Minimum
Order
Short
Lead
Time
Free
Design
Service
A BRAND YOU CAN TRUST
T: 01507 523243
[email protected]
www.gforcesportswear.co.uk

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