SportsSERVING 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

INSIDE THIS ISSUE SEE PAGE 34/35

DAVID VS GOLIATH MARKETING E-TAILING IN SEASON How one retailer competes Expert advice on avoiding Top tips for a successful Focus on swimming, football against the big boys basic blunders Christmas season and rugby 9Zhe^iZdcanWZ^c\[dgbZY^c'%%.B6CI>HHedgi^h[VhiWZXdb^c\Vc^ciZgcVi^dcVaangZXd\c^hZYWgVcYl^i]VegZhZcXZi]gdj\]djii]Z JH6!:jgdeZVcY6jhigVa^V#I]ZiZVb]VkZVlZVai]d[ZmeZg^ZcXZl^i]^ci]ZiZcc^h^cYjhignVcYlZgZegZk^djhangZhedch^WaZ[dgV cjbWZgd[gVX`ZihjhZYWnegd[Zhh^dcVaeaVnZghdci]Z6IELI6idjg#

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PERFORMANCE WEARFOR PERSONALISATION

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For enquiries &/or repentance! 01306 883 240 - [email protected] IN THIS ISSUE CONTENTS 10.11 E-CATALOGUES & BROCHURES To view the latest trade e-catalogues ABC Certification SportsInsight and brochures, working with visit www.sports- Sports Insight has a current ABC certified insight.co.uk. circulation of 5,496 (audit period July 1, 2010 - June 30, 2011). The Audit Bureau of Circulations (ABC) is an independent ONLINE COMPETITIONS audit watchdog that verifies magazines’ circulation figures, For more details on the latest Sports Insight providing accurate and comparable data for advertisers. online competition visit www.sports- ABC Certification demonstrates a media owner’s insight.co.uk and click on the competition tab integrity, in their willingness to be audited and to for your chance to win. conform to industry standards. WEEKLY E-NEWSLETTER COVER STORIES Are you missing out on the latest MARKETING industry news? Then subscribe to the FREE 30 Sports Insight newsletter. Simply go to Expert advice on avoiding basic blunders www.sports- insight.co.uk and 36 DAVID VS GOLIATH click on the How one retailer competes with the big boys newsletter tab. 66 UNDER THE COUNTER WWW.SPORTS-INSIGHT.CO.UK 65 E-TAILING A sideways look at the world of Top tips for a successful Christmas season independent retailing

REGULARS IN SEASON NEWS 45 CRICKET 10 RUGBY Latest headlines, key dates and events 48 52 TABLE TENNIS KIT STOP 55 FOOTBALL 14 SWIMMING Essential stock for your shop 56 59 INDOOR SPORTS 22 FOCUS ON ASICS 33 range FEATURES 23 FSPA FOCUS 28 UPPING THEIR GAME The latest news from the Federation Ireland’s independent sports retailers of Sports and Play Associations are having to fight for every sale 24 TALKING SHOP 32 TRADITIONAL VALUES Sarah Thornton is manager of cycle WITH A MODERN TOUCH equipment store Biketreks If you’re not connecting with modern technology, chances are you’re not going to connect with 27 MOVERS & SHAKERS customers Frédéric Olivier, president of Force XV 38 MY SPORTING LIFE 60 E-TAILING Although he retired from first class cricket 10 years A robust hosting service for your online ago, as a brand manager for Gray-Nicolls Nick store is a prerequisite for its success Wilton is still deeply involved in the game

Editor: Jeff James. Tel: 01273 748675 Group Editor: Ted Rowe All contents © Maze Media (2000) Limited. The views expressed in Email: [email protected] Publisher: Matthew Tudor this magazine are not necessarily those of the publisher. Every effort is made to ensure the veracity and integrity of the companies, Assistant Editors: Catherine Eade and Louise Ramsay Art Director: Jim Philp persons, products and services mentioned in this publication and Advertising Manager: Keith Marshall Tel: 01206 508601 details given are believed to be accurate at the time of going to Tel: 01206 505947 Email: [email protected] press. However, no responsibility or liability whatsoever can be accepted for any consequence or repercussion of responding to any Email: [email protected] Designer: Chris Ashworth information or advice given or inferred. No part of this publication Fax: 01206 500243. Advertisement Art Director: Clare Brasier may be copied, broadcast, interpreted, or stored, in any form, for Advertising Sales Reproduction: Ace Pre-Press. Tel: 01206 797541 any purpose, without the written permission of the publisher. 21-23 Phoenix Court, Hawkins Rd, Accounts: Philip Bale. Tel: 01206 505907 ABC certified circulation: 5,496 Colchester, Essex CO2 8JY Published by Maze Media (2000) Ltd, 21-23 Phoenix (audit period July 1, 2010 to June 30, 2011) Group Advertising Manager: Sam Reubin Court, Hawkins Rd, Colchester, Essex CO2 8JY UK/ROW SUBSCRIPTION: £25/£42.50 for one year (10 issues)

06 www.sports-insight.co.uk

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 e- retailer 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 2010, England reach the final, a feat that significantly impacted nearly 50 replica sales. per cent of According to NPD’s Online Consumer Panel, £9 million them were was spent on the England shirt in the 12 months following non-replica. the tournament, while total sales of the French equivalent One of the main drivers of (the team reached the semi-finals of the tournament) topped non-replica sales is price, as in 2010 consumers were able to £7 million. Defeated in the quarter-finals by the save an average £9 on each purchase, compared to replica. unpredictable French, the All Blacks shirt was the third most Cotton Traders, a company that supplies kits to clubs in the popular purchase during the period. Buying patterns show Aviva Premiership, registered significant sales of non- that the further teams went in the tournament the more replicas shirts, which tend to be more colourful and replica product was sold. extravagant. England’s excellent recent record on the world stage NON-REPLICA partly explains why the Aviva Premiership is the third best When it comes to rugby, non-replica shirts represent a attended club competition in England behind football’s lucrative market. Looking at Great Britain alone, NPD Premier League and Championship. During the 2010-11 estimates that among the 1.2 million rugby shirts sold in season the average attendance in the Aviva Premiership was

08 www.sports-insight.co.uk RUGBY

REPLICA SHIRTS GENERATED CLOSE TO £30 MILLION OF “SALES IN THE BIG 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.

www.sports-insight.co.uk 09 ALL THE VERY LATEST IN THE SPORTS INDUSTRY... WHAT’S NEWS Send your news stories to the Sports Insight news desk at [email protected] or call 01273 748675

THE YOUTH SPORT TRUST: Independent Sports SPORT CHANGES LIVES

The Youth Sport Trust is passionate about helping young people achieve Retailers Alliance 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. …Lisa Thompson is ASICS’ new apparel ■ SMU and broader product offerings. Transfer and accessories product manager for the UK ■ Access to new suppliers. and Ireland. Thompson joins the brand with ■ Lower costs. Market a wealth of experience, including running ■ Own-brand product. her own business and a number of years at Reebok, where she rose to ■ Improved profit margins. global product manager. Thompson will be responsible for the ■ Market awareness and opportunities. 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 www.isra.ie CEO of Hurley International…

10 www.sports-insight.co.uk “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 News 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… 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.

www.sports-insight.co.uk 11 ALL THE VERY LATEST IN THE SPORTS INDUSTRY... WHAT’S NEWS 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 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. Nike’s revenues increased 18 per cent to $6.1 billion as net income The company is forecasting to increase sales by a further 40 per cent and climbed 15 per cent to $645 million during the three months to August 31 profits by 70 per cent in its current financial year. “We’re off to a strong start in fiscal year 2012," says Mark Parker, Activinstinct says growth will come from existing channels and from the push Nike’s president and CEO. “We have a powerful and diverse portfolio of into international markets, as it aims for overseas sales to overtake domestic brands and businesses, and we’re focused on leveraging them to drive revenue within 18 months. The retailer has already started its drive into European growth and create value for our shareholders. markets through the launch of its first overseas site in France in April, and euro “It pays to be prudent in times like these. It’s also essential that we denominated sales now account for 25 per cent of revenue. remain on the offense, creating opportunities. We do that by connecting Germany will be the company’s next launch, followed by several other with consumers, designing innovative products and delivering amazing European territories in 2012. experiences. That’s how we continue to lead this company and the “Although the UK has been the bedrock of the company’s performance to industry into the future.” date, we now see outstanding prospects right across mainland Europe,” says Mike As of the end of the quarter, worldwide futures orders for Nike Thornhill, Activinstinct’s chief executive. athletic footwear and apparel, scheduled for delivery from September “At the same time, we are looking at moves further afield to follow our 2011 to January 2012, totalled $8.5 billion, 16 per cent higher than orders European ventures. The turbines that will drive our growth for the future will reported for the same period last year. certainly be in international markets.”

MBT OPENS SECOND FLAGSHIP STORE

MBT has opened a new store at Westfield Stratford City. The delighted to be opening our second London flagship store in 800 sq ft London outlet is stocking the brand’s exclusive Westfield Stratford City, building on the success of the autumn/winter 2011 collection as well as its latest, award standalone MBT store in Westfield Shepherd’s Bush, and we winning shoe, the Ari. aim to continue investing in expanding a solid retail network of Bettina Frohn, head of marketing at MBT, says: “We are MBT stores throughout the UK.”

12 www.sports-insight.co.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 Sports oversee its lifestyle specific sales strategy for all the company’s national and independent shorts 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… 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."

www.sports-insight.co.uk 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.sports-insight.co.uk 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.

www.sports-insight.co.uk 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 www.sports-insight.co.uk www.sportindustry.biz 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.

www.sports-insight.co.uk 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 www.sports-insight.co.uk www.sportindustry.biz

EKTIOTM ● EktioTM 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 five- a-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.

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.

For more information call 01483 757677 or email [email protected].

www.sports-insight.co.uk 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.

For more information call +44 (0)116 2448131.

20 www.sports-insight.co.uk www.sportindustry.biz

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www.sports-insight.co.uk 21 PRODUCT PROFILE FOCUSON

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 ASICS 33 range recommends using a variety of shoes, which is where the 33 series plays such an important role. Suitable for everyday running as well Eóin Treacy, marketing manager for ASICS UK and Ireland, as mixed training with other ASICS products, the 33 collection is a talks us through the offering. very versatile offering. As Simon Bartold puts it, the ASICS 33 range: “Is ideal for the WHAT IS THE 33 RANGE? runner wishing to add a new mix to their training schedule. They’ve ASICS 33 is a new collection of lightweight footwear that offers a been designed for an awesome road feel and ride in the tradition of new natural running experience. The 33 collection forms a new our long-held belief the shoe should work with the foot and not ‘natural’ category in ASICS’ performance running footwear range, against it.” offering protection, flexibility, comfort and support in a lightweight, As with all athletic footwear, ASICS recommends that those less structured package. runners with substantial biomechanical challenges should select a maximum support shoe. WHAT MAKES 33 DIFFERENT? ‘33’ derives its names from the 33 joints that make up the foot. What HOW IS IT MARKETED? makes the 33 collection so different is that ASICS has managed to The first two models in the 33 series - the GEL-HYPER 33 and capture the lightweight, natural running experience through a decade GEL-EXCEL 33 - will launch in November, and on the 25th of the of research and development without exposing the user to the risks same month ASICS will hold a natural running debate at Europe’s that barefoot running can produce. The two core technologies at biggest sports medicine conference, the ASICS UK Sports and work within the 33 category are the ASICS Impact Guidance Line Exercise Medicine Conference in London. and extended Propulsion Trusstic. These work together with the foot Daniel Lieberman, a Harvard professor and well-known at every point of ground contact to enhance its natural propelling advocate of barefoot running, will be a key part of the symposium motion, while protecting it from injury. along with Simon Bartold. Hundreds of industry medical professionals will attend the conference, where industry experts KEY FEATURES AND BENEFITS from around the world will speak on various topics, from injury The ASICS GEL-33 collection is a natural shoe that still provides the prevention to the affects of the 2012 Olympics. crucial support required, but allows every runner, regardless of Continuing from this, ASICS will roll out content rich online and physical condition, to experience natural running owing to ASICS’ print content for the information hungry running and health and unique Impact Guidance Line and Propulsion Trusstic technologies fitness consumer, along with an above-the-line advertising campaign, that are built around the foot’s natural movement. window campaigns and PoS for selected retailers that will continue The Guidance Line system is a vertical grove design in the shoe that well into 2012, when the GEL-VOLT runs from the heel to the toe. It’s positioned to channel the pressure 33 will also be introduced. 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 www.sports-insight.co.uk FSPA MEMBER NEWS FSPAfocus The latest news from the Federation of Sports and Play Associations

sign up and agree on for example, through modifying the a voluntary basis the environment, promoting workplace actions they could champions and removing barriers to take to help people physical activity during the working day.” make healthier Prior to the Responsibility Deal, the lifestyle choices. DH launched the public-facing Change4life The Public programme to encourage the people of Health Britain to lead healthier lives. Using the Responsibility Deal slogan ‘Eat well, move more, live longer’, is split into five key Change4life is an attempt to reduce the networks - food, widespread obesity problem by suggesting alcohol, physical simple alternatives to improve diet and activity, health in the activity levels. workplace and Joining the FSPA in signing up to the behaviour change. Physical Activity Network are 240 Each of these is organisations including McCain, Coca- Playing a key role in the UK sports based upon a number of collective and Cola, Ginsters and McDonald’s, as well as industry, the Federation of Sports and individual pledges, which are a series of major supermarkets Tesco, Asda and Play Associations has taken the actions that partners will undertake to Morrisons, who are all engaged in the decision to play an active role in the support the delivery of the core collective pledges, as well as creating government’s Public Health commitments. The core commitments of their own individual pledges specific to Responsibility Deal, pledging to the Responsibility Deal define its scope, their company. provide opportunities for its 550- purpose and high-level ambitions, and The Physical Activity in the Workplace strong membership base to take part include statements such as: “We will pledge is likely to be the basis of the in helping people become more encourage and assist people to become activity the FSPA is to undertake, providing physically active. more physically active and we will leadership and support to its 550-plus The Department of Health (DH) has actively support our workforce to lead strong membership base. A meeting with recognised it cannot tackle the challenges healthier lives.” C4L and the FSPA is to take place in the of poor diet, harmful drinking and a lack of The FSPA has committed to the coming weeks where implementing a exercise on its own. It states that: “Public initiative by becoming a member of the collective Olympic themed initiative will be health is everyone’s responsibility and there Physical Activity Network and signing up discussed, which can then be rolled out to is a role for all of us, working in to the Community and Workplace pledges. FSPA members to participate in. partnership to tackle these challenges.” The Community pledge states: “We will Public health is everyone’s As a result, the DH has created the use our local presence to get more responsibility and, as the trade association business-to-business Public Health children and adults more active, more for the sports industry, the FSPA believes it Responsibility Deal, in which the often, including engaging communities in plays a crucial role in leading the industry government, industry, the voluntary sector, planning and delivery.” via the ongoing Responsibility Deal. non-governmental organisations and local The Workplace pledge states: “We will government have been brought together to increase physical activity in the workplace, 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 www.sportsandplay.com. behalf of the membership.

www.sports-insight.co.uk 23 RETAIL INTERVIEW TALKING Sarah Thornton is manager of Biketreks, a cycle equipment store based in SHOP Ambleside, Cumbria

WHY AND HOW market is where we have suffered this year, as unique service that is always backed up. We DID YOU GET INTO we are unable to compete on pricing levels have a referral system in place to encourage SPORTS RETAILING? with the likes of CRC and Wiggle. current customers to refer new ones and we Biketreks started in the 1990s with Andy look after all our customers the same, whether Stevenson selling all manner of cycling WHAT ARE YOUR they spend £10 or £5,000. equipment from a van. He soon found there CURRENT BEST-SELLING was an opportunity to sell cycle equipment BRANDS AND PRODUCTS? ARE THERE ANY to the masses and established a shop in With it winning awards every year and being CURRENT OR FUTURE Ambleside. In the last 15 years the business perfectly suited to the Ambleside terrain, our MARKETING STRATEGIES has gone from strength to strength on the best-selling bike has always been the Orange YOU CAN TALK ABOUT? promise ‘Staff who ride, gear that works’. Five Pro. As for clothing, Gore Bike Wear is We’ve finally come out of the dark ages with the without doubt the product of the moment - invention of broadband in the Lake District and WHAT IS THE STRONGEST and most of our staff are decked out top to are looking to expand our online services with SECTOR OF THE MARKET? tail in it, which helps. help and information rather than hard selling. The road market is where we‘ve seen the biggest growth. With the Tour de France ARE THERE COMPETITORS HOW DO YOU FIND OUT having been so captivating this year, many NEARBY? HOW DO YOU ABOUT NEW PRODUCTS? people have been inspired to get out on their COMPETE? We aren’t a member of any buying groups, bikes. Add to this the increase in petrol We have one smaller retailer in the village and but when it comes to new products and prices and more people are starting to bike two big shops either side of us in the next innovations we are ahead of most people. to work - another growth area. towns. There is little crossover on branding and We are all cycling geeks at heart and always local competition isn’t something we concern have our ears to the ground, HOW HAS TRADE ourselves with, as we all get along quite BEEN OVER THE happily. We pride ourselves on our knowledge WHAT DO YOU LIKE PAST 12 MONTHS? and have a customer charter to provide service MOST AND LEAST Trade has been steady, with us maintaining to all levels of cyclist, which sets us apart from ABOUT THE BUSINESS? good sales across the board, but all growth many cycle retailers. We are not the cheapest, The best thing about our shop is its has been in road biking. The enthusiast but we guarantee a 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 www.sports-insight.co.uk XPRES CUT ® E PERSONALISED SPORTSWEAR SOLUTION increasing demand for low volume runs of onalised sportswear make the Xpres Cut transfer em a must for all suppliers of sports apparel. roduce single and multi colour transfers for ootball Shirts, T-Shirts, Bags, Polo Shirts, Caps, ackets, Tracksuits, Promotional Wear and more o screen or set up costs uperb profit potential

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Frédéric Olivier, president of Force XV

WHEN DID YOU GET of our size - we don’t want to miss just entered. We are mainly focused on the INTO THE SPORTS anything and spend tremendous energy field side of rugby, not the street one. TRADE AND WHY? and time pushing the brand forward. HOW’S BUSINESS FOR I run a family business that was set up by WHAT IS YOUR 2012 SHAPING UP? my parents in 1985. I am an active CURRENT BEST- We are currently busy building a sportsman and enjoy windsurfing, surfing, SELLING PRODUCT? stable basis for our mid- sailing, diving, running, skiing, snowboarding, term project that will and played handball and rugby when I was Our protective products lead us to a younger, so sport is in my family. are now very popular all over Europe, thanks European top WHO’S BEEN THE to their highly three position BIGGEST INFLUENCE distinctive design by 2015. At ON YOUR CAREER? and trendy style. the same time, our Both my father and mother have been great WHAT sales examples of how you can start from IMPACT DO forecasts are nothing, but reach your goals if you are YOU THINK already up passionate, hardworking and committed. THIS YEAR’S 30 per cent WHAT OTHER RUGBY for 2012. BRANDS DO YOU WORLD CUP ADMIRE AND WHY? WILL HAVE ON RUGBY Patagonia sportswear is an example of PRODUCT consistency, while D3O has an excellent SALES? business model. I admire Oakley and Neil Pryde for their product design, and I must The global market say that the coherence at Nike is impressive. will grow, but in sectors HOW HAS BUSINESS we have BEEN DURING THE PAST only 12 MONTHS? Tough. We are struggling to get our sales department organised properly, especially when it comes to export. You know how it works in companies

www.sports-insight.co.uk 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 be an area bucking the trend. Consumers are gravitating to this shrank by more than a fifth between 2007 and 2010, cost-effective core activity that they can engage in at a number Ireland’s independent sports retailers are having to up of levels individually, collectively and at a time to suit.” their game to offset the fall in consumer spending. Nevertheless, keeping a close eye on costs and stock But despite 14.3 per cent of the labour force being out of holding is still seen as critical to retail success. “Costs were work (304,000 people out of a total working population of 2.1 too high and couldn’t be supported by the margins being million), there’s still decent business being done by Ireland’s achieved,” says O’Connell. “Retailers’ buying patterns have many proactive retailers and the brands that support them, changed also - they’re now buying in less quantities, but doing according to John O’Connell, managing director of Lee so more frequently.” Sports, which distributes brands such as uhlsport, Precision Robertson says: “Cutting back on buying and reducing the Training, Sorbothane and Unicorn. amount of stock they have in store is the number one thing for retailers at the moment. Also, they’re cutting forward orders.” SPECIALISTS Austere times further highlight the strengths of the buying “It’s very difficult at the moment, but Ireland is not unique in group model in the sports trade, where independents are able that regard,” says O’Connell. “For retailers, it’s no longer a to take advantage of group buying power, as well as a host of case of opening the doors and seeing who comes through other benefits. them. You simply have to fight for every sale. Some retailers have become specialists, which is always a good tactic, while BUYING others have gone down the discount road, which also seems to In July Riordan said there was a “real buying environment” at work in the current climate.” ISRA’s summer show in Killenard. “It is a time where it is Ward Robertson, joint managing director of STAG, agrees critical that the retail and supplier links in the chain work that retailers are finding it tough at the moment. closely together,” he says. “The overall effect of this “Most sports retailers are now focusing on sport and cooperation was that levels of orders placed at the show were outdoor pursuits as opposed to fashion,” says Robertson, on a par with the same period last year.” whose buying group hosts its second All Ireland Buying Show No mean feat when you consider Ireland is still in Tullamore on October 23-24. experiencing a sharp fall in domestic demand. “Fashion is unpredictable, but sport is still strong. Because Adds Riordan: “ISRA retailers are working harder, reducing of this, many brands are hiring reps specifically to look after costs where possible and generally managing their businesses Ireland instead of relying on distributors.” more efficiently. Upskilling, diversifying product offerings, The sports market has reaped an unexpected benefit from improving merchandising and working more closely with the economic downturn, as Robertson explains: “Because brands are some of the ways that our members are coping there is high unemployment, there are more people with free with the downturn.” time doing sport to keep themselves fit for the jobs market STAG’s looking forward to another successful buying show and to keep their minds sharp.” in Ireland this year. But despite signs of recovery - STAG As well as hurling and Gaelic football, strong sectors of the reports that some of its existing retail members are opening sports trade in Ireland include triathlon, running and boxing. new sports and outdoor shops - Ward Robertson says that Adds O’Connell: “People are more health conscious today and retailers are resigned to the fact that they will be in hard times many have more time on their hands to devote to sports, for the next few years. which can only be a good thing for the trade.” “Although Ireland is considered to have stabilised, it has John Riordan, ISRA’s coordinator, says: “Running seems to done so at a low level,” he concludes.

28 www.sports-insight.co.uk

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 Typography is a potential minefield. A big cereal brand offered an effectiveness - avoid making the classic errors. Most of these on-pack children’s toy, similar to a mini frisbee, which you flicked and are very basic, but they refuse to go away. hence was called the little flicker. When the pack flash was artworked If any piece of marketing activity is time sensitive, make sure all in upper case, the marketing manager wasn’t happy to offer his sub- the elements can work together or your spend will be wasted. For teen customers LITTLE FLICKERS. instance, a major computer company invited me by mail to visit my It was, of course, changed, but it highlights an issue - what looks local stockist after a given date to try its new product. When I went fine as draft copy can go badly wrong when turned into artwork. In there, they hadn’t yet got it and didn’t know when it was due. 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 BACK TO SCHOOL exceptions are few - new, win, free, save - and are all short words. There was another famous instance that achieved comments by Be conscious too of people’s eyesight. Small copy is unreadable politicians. A retail group advertised its back-to-school range to many, and white reversed out of black is the worst of all. A 25- nationally; unfortunately, that included Scotland, where the school year-old designer might be able to read it perfectly, but a good year begins earlier than the rest of the UK and children were already number of your customers can’t. Be wary about some colour in class when the campaign started. Then there was the bank combinations, because a lot of people are colour blind. Oddly, these advertising car loans: ‘Be first with the new registration on August 1st’. sins turn up most often on websites, where space constraints are But by the time the adverts appeared very few dealers could supply a hardly an issue and colour options infinite. new car for delivery on the said date. The facilities on our computers enable all manner of stress - bold, Similar, but subtly different, is stock availability. As far as I am capitals, italics, underlining, colour. Unfortunately some people think concerned, this one beggars belief. Spending one penny on publicising that means you have to use them all and, worse, all together. Stress a product that you then can’t supply is madness, but it happens. 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. PROFESSIONAL PHOTOGRAPHY GET SOMEONE LESS As witnessed by this magazine and lots of catalogues, the sports industry largely avoids one classic error - using poor photography. Professional INVOLVED TO READ photography is expensive because the photographer is trained, understands lighting, shot composition and exposure, and has thousands YOUR MATERIALS 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 BEFORE THEY’RE 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 PRODUCED 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. In the run-up to one recent Christmas stores ran out of a product A general point on photographs is that what makes them from a major international toy manufacturer - in November. The interesting is people. Whether it’s product or facilities you’re talking product was being heavily advertised on TV. Moreover, because of about, pictures are far more interesting with people in them. These licensing agreements it was not going to be produced again. So what comments are especially relevant to photographs for PR. An editor was the TV spend for? with a choice between a warehouse shot showing just bricks and In the same year there was a shortage of many children’s” mortar and another including people wearing or using a product will must-have games systems. The business press said that lack of pick the latter every time. stock cost the manufacturer as much as $1.3 billion in lost sales. With spellchecker available on every computer, you’d think this How do you fancy explaining that at a shareholders’ meeting? would be a thing of the past, but spelling mistakes get a public airing Judging the right amount of stock to hold is, of course, something every day. Does it matter? Quite simply, yes. How can a customer of an art form, but the above examples look like guesswork rather trust you to recommend the right product if you can’t spell your own than professional marketing. marketing materials correctly? Incidentally, spellchecker won’t solve

30 www.sports-insight.co.uk MARKETING incorrect use of homophones (words that sound alike, but have aware that features such as 60mpg means economical and 0-60 in different meanings). You might get away with mixing up ‘practise’ six seconds means fast. Sports retailers don’t have the budgets to and ‘practice’, but you’ll have egg on your face if you use ‘flare’ achieve that awareness level and many customers won’t have a high instead of ‘flair’, especially if related to trousers. level of product knowledge. If you advertise on the radio, do not be tempted to force the Whether via advertising, direct mail or your website, any special proverbial quart into a pint pot. Three words per second is not the offers should be up front and at the top. Obvious? Not to everybody. target, it’s the maximum. Listeners just do not get your message if I’ve seen great offers relegated to a corner flash or buried in body it’s an incoherent gabble. You would be better served having a copy. One high street bank offered a free RAC check on used-car longer slot repeated less often. loans, but instead of being a big headline the offer was in a However, in most cases, editing out secondary information will paragraph of the body copy after the bank had finished explaining enable your advert to be comprehensible, effective and short. Take the wonders of its personal loans - a deeply dull subject. care, also, not to commit the audio version of ‘little flickers’. A We are all human and therefore make mistakes. More than that, script may look fine in black and white, but get someone to read it we can get too close to the subject and miss the obvious. One to you just in case there’s a problem lurking. One major record agency I worked at gave a piece of client approved artwork to a company planning to launch a country and western blockbuster printer who, happily, noticed the ‘deliberate’ error in the headline: ‘2 decided against radio advertising for this reason - and that’s why for the price of 3’. Get someone less involved to read your materials you didn’t hear Dolly Parton’s Greatest Hits advertised on the radio. before they’re produced. All the examples I’ve quoted come from major, high profile SELL BENEFITS, NOT FEATURES businesses, the sort that have wall-to-wall brand managers on one This should be tattooed on every marketer’s arm, but it’s floor of their offices and a variety of highly paid agencies. Most of remarkable how often this golden rule is broken. I suspect it’s the errors come from poor planning and giving yourself too little because the billions spent on car time to create the best result. Remember, haste is the advertising have made sister of regret. consumers

www.sports-insight.co.uk 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 efficient online service, social media engagement and a hand on their that combined a search for some essentials and a few frivolous smartphone as well as the till. extras with a spot of lunch or tea. And at the heart of it was The cloud on the horizon for the high street has not just been something so vital to the whole experience it was almost business rates, or even the constantly blamed discount giants, it has inconceivable that you could manage a shopping venture been cloud computing, which involves delivering hosted services over without it. The most intricate, well prepared item that held the internet. After the initial dot-com burnout, it was retail giant the key to which outlets were visited and how much was Amazon that played a significant role in this internet development in going to be spent - the shopping list. 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. NEARLY TWO- A poll by ForeSee Results last winter confirmed that more smartphone owners in the UK have been shopping on their handheld THIRDS OF devices than ever before. Monitoring the habits of 10,000 shoppers at high street retailers over the 2010 Christmas season confirmed that 32 SHOPPERS IN THE per cent of respondents accessed shops’ websites with browsing or shopping on the agenda. Most were comparing prices, but eight per UK WILL SOON BE cent actually made purchases. This figure may seem low, but it represents a 400 per cent increase in a year. USING THEIR “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 MOBILE PHONES retailer not actively working to develop, measure and refine its mobile experience is leaving money on the table for competitors.” FOR RETAIL There is no doubt that consumers want a well organised, well informed and keenly priced traditional sports retail service. While PURPOSES, IF THEY discounters obviously save their customers money, they do not always save time or improve performance. And many sports AREN’T ALREADY 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 This simple piece of paper was carefully produced and guarded. they exist digitally and reinforce their expertise through the channels In some instances prices were even included - and heaven forbid if a that connect. A well written and engaging web presence is essential, family member was sent to do the shopping and didn’t follow these especially if you want to build loyalty through knowledge, providing essential guidelines. I can recall standing in a shop with my dad access to sports and retail expertise that will draw and keep shaking his head and saying: “But it says on this list it should be two customers’ attention. and six.” Bizarrely this language sounds almost futuristic” - no doubt attracting comments from store juniors asking what sort of source QR CODES code those numbers refer to and whether it’s an app for Android. 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 NEED FOR SPEED phone camera a little bit of artwork becomes an encyclopaedia of And that’s the point. Your customers have moved beyond wondering if product information. It’s something that’s been used in Japan for you have a website. The need for speed in modern life has meant about a decade (the codes were invented by a subsidiary of Toyota). everything has to be abbreviated - and if time is money you have to QR codes can be as complex as you want to make them, but they make an impact in a split second to survive. Three years ago at an can certainly add to the retail experience if they’re put on brochures, industry event I was stunned to discover that 85 per cent of sports loyalty cards, business cards and shop windows. QR codes can retailers had never used eBay. Fast forward to today and it’s almost increase your customer base, driving them to your website, Facebook unbelievable that anyone in the retail business can survive without an page or blog containing special offers and promotions. You can share

32 www.sports-insight.co.uk TECHNOLOGY as much about your shop and its activities as you like - and they are may want to buy. now being automatically generated when URL links are shortened, In South Korea Tesco has been covering subway walls with also providing useful analytics. Do you need to pay a fortune for images portraying shelves of products labelled with unique QR expert service? Not necessarily, as this is where the energy, interest codes. As commuters pass by on their way to work they can use a and expertise of your younger staff can be harnessed. mobile phone app to take pictures of the products they want, then How the sports retailer manages today’s technological and check out. Groceries are automatically delivered to their doorstep by social changes and challenges is very important. They can’t be the end of the day. Location-based advertising like this is only going ignored - and any industry dialogue, whether independently with to get bigger, especially with the introduction of payment via mobile brands or through a buying group, for example, should be helping phone included in the QR. to educate, encourage and embrace what’s going on. Closer to home, in London Sainsbury’s has just introduced a test The introduction of MediaCart’s smart supermarket trolley a scheme in conjunction with Sky for an iPad-friendly trolley, couple of years ago was something that would seem complete with docking station and sensors in the front bumpers so incomprehensible to people searching for a ‘vintage’ one complete that shoppers engrossed in Sky Sports are alerted to other with a mini-clipboard on which to fix your shopping list. Designed consumers, trolleys and obstacles. in conjunction with computer giant Microsoft, the trolley guides a Why is all this relevant? Because it is here - and now. It’s not customer to the exact shelf they want, adds up groceries, highlights about cool, it’s commercial best practice. When the barcode was special offers and more. In addition, personalised features activate introduced in the 1970s many people thought it would never catch when a customer inserts their loyalty card. on. Just as many said they didn’t need a website, or use The trolley even analyses your eBay. It’s a new world out there, with a place previous purchases and still for traditional expertise. Taking the displays items it initiative to learn about it and ‘thinks’ you become involved is essential and, as the saying goes, fortune favours the brave.

www.sports-insight.co.uk 33 SPRING/ SUMMER 2012 For those brands targeting exercising women, summer 2012 is going to be an exciting time and hopefully a plat- form to help increase sales. The Shock Absorber collection for SS12 will in- clude a unique flexible under- wire 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 Shock Absorber likes to stay ahead of the game, and is the only sports bra brand on the market to use a titanium flexible under- wire. 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 The award winning Shock Absorber wash and wear like a traditional underwire. RUN bra is designed specifically for This sports bra meets the challenge of addressing the need of many of the women out there who are still not running and reduces breast move- wearing a sports bra to exercise in. When we asked ment by up to 78%. University of these women to describe their ideal sports Portsmouth (Scurr et al 2009) - bra, they said that it would be an underwire**. Tested against 'no bra' conditions

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 non- wearers 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 martial arts is very popular. We don’t sell three items - football shirts, sports retail prowl the high trainers and football boots. We try to specialise.” streets and shopping malls up Cockers had its fingers burnt by the multinational brands and and down the country, seeking made a strategic decision to move away from the most popular to gain an edge in one of the most sports products as its wealthy competitors flooded the market within competitive of sectors. For them it’s margins it just could not dream of rivalling, as Craig explains: “Years all about image, marketing, ago we had big accounts with the likes of Nike and Reebok, but we advertising and ferociously had our noses pushed out by them. undercutting each other on price. “They began talking ridiculous money, which may have been okay If Dave Whelan’s JJB and Mike Ashley’s for others, but was out of our reach. They sell to Mr Whelan and Mr Sports Direct are the big players, locked in a power Ashley. An adidas shirt would be sold at the same price to us as it is struggle for the sporting pound, then the likes of HD Cockers & Sons to Mr Ashley - there’s no difference - and we just can’t afford it.” in Burnley are among the small fry, trying to eke out a living on their It was a sad end to the shop’s association with football. In the coat-tails. It’s like intensive farming against the subsistence brigade. 1950s Cockers would nail the studs to the legendary Tom Finney’s Cockers has been a part of life in the old Lancashire mill town boots. Further back in time it used to provide clogs, one of the for 118 years, almost a century before Whelan and Ashley founded symbols of Lancashire’s great industrial past, and even used to their companies in 1971 and 1982 respectively. The Cockers shop make its own skis to get a foothold in a new market. has passed through six generations of the family, but never in all that It’s been a slippery slope since those heady days. History and time has trading been as hard as now. 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 UNPREDICTABLE money doesn’t come in to cover them, downsizing is the only route “It’s tough - you just have to live day-to-day,” says Craig Cocker, a to avoid bankruptcy. director of the business and son of current proprietor Ken Cocker. “For 10 years we paid £30,000 a year in rent,” adds Craig. “We “One day is very good and the next day is a kick have now moved to a smaller shop and the rent is £7,000. The in the teeth - and demonstrates overheads are still crippling. Most established small why you had to make the businesses are not all right and the banks previous day very good. The don’t seem to care. New businesses are weather plays a part - we had WE PREFER TO offered six months free, but then get eight Saturdays in a row in July into problems and disappear. and August when it rained. SERVE CUSTOMERS Eighteen years ago we had 10 People did not come out local businesses in the town like shopping. It’s also down to the THAN STAND THERE ourselves. Now we are the one economy - people have no money, and only in Burnley.” they’ve been screwed by the AND LET THEM FEND recession.” EDUCATION Ken has worked in the shop for“ 45 FOR THEMSELVES SECTOR years and now is assisted by Craig and his The core reason for Cockers’ sister Cheryl. They are from the old school of continued existence is the education salesmanship where the person serving the customer has knowledge sector. The shop works with around 40 schools from Burnley and the of the product and is willing to suggest the best buy. Anyone wider area in the county of Lancashire. “We have a tight business walking into Cockers is not left to wait and wonder. plan but the main thing is to keep people happy,” admits Craig. “Our “We’re very hands-on. We prefer to serve customers than stand wholesaler is now on pro forma, so we buy in, pay and then go into there and let them fend for themselves. We walk around, offering the schools over the next 30 days. Our wholesaler has just been done advice,” says Craig. “We go from the lower end - someone who for a massive order” of £4,000-£5,000. The company ordered but wants a tip for their snooker cue - to rugby, darts and now mixed never paid. They now work from week-to-week, and they struggle.”

36 www.sports-insight.co.uk RETAIL

Adds Craig: “It’s about customer service. In the big sports stores they seem to be happy to just stand behind the like ours.” counter and take the money. The staff are not taught how to sell. The traditional blend that has made up the high street for We are one-on-one with the customer. That’s the decision we decades is under threat like never before, with those dealing in have taken, but that’s how it’s always been.” non-essentials right in the firing line. Originality and scarcity is still With no marketing or advertising budget to speak of, Cockers sought after, but it’s through innovation that small businesses have must make use of the personal touch to drum-up trade. to reach some customers. Recommendations are the crock of gold that businesses like “We have an eBay account,” says Craig. “We sold double six theirs seek, not gimmicks or slogans. The way they reach their dominoes to a bloke in Glasgow recently, as he couldn’t find them customers has not changed since the shop was set up in the 19th anywhere else.” century. It’s an unequal struggle of David and Goliath proportions. The “We have no website,” explains Craig. “It would cost between squeeze on family-run shops is a by-product of the fiercely £2,000-£5,000 and there is no guarantee that it would do us any competitive world of sports retailing where size is everything. The good. We don’t use newspapers, adverts or flyers - it’s all word of big chains battle each other without apparent regard for the little mouth. We specialise and offer good rates. Our biggest trade is man. However, the emotional pull of maintaining a tradition dating out-of-town through word of mouth.” back generations keeps the traditional end of the market in existence, but only just. MUSCLING IN “If we gave up, we would have given in to them [the big On the face of it, it’s a precarious existence, which is not helped stores],” says Craig with determination. “Those 118 years would by another sector muscling in on their territory in recent years - have all been for nothing, but if we keep on going for another 10- Messrs Tesco, Sainsbury’s, Asda and Morrisons. 15 years we would have done very well. Says Craig: “The big supermarkets have got involved. For “I’m a realist and I have to be pessimistic. I would love it if one instance, on the swimming side they have goggles in their stores of the big boys went out of business - it would help us massively. because Speedo want to get them out there and know that there JJB talk about shutting 45 businesses. That’s a lot, but how many is a supermarket in every town. It really hurts independent stores have they got? It’s a different world for us.”

www.sports-insight.co.uk 37 MYNick SPORTING LIFE: Wilton 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 skill levels have gone through the roof. in common apart, of course, from being cricket legends? Nick “The structure of the game has changed, too. There are now Wilton, brand manager for Gray-Nicolls, will tell you the three divisions in county cricket and the domestic first class game is answer to that. They all had bats specially made by the more competitive, with relegation and promotional issues to make Sussex wizards of the willow - and were delighted with them. things more exciting. You only have to look at how the England team Indeed, the company still has a letter from WG, written in 1895 is performing to see how these players have benefited from thanking it for its support, and with good reason - that season the improvements in the county game. Matches are more competitive and great man scored his 100th century and made 1,000 runs with a there’s more to play for. Technical improvements in equipment have a Gray-Nicolls’ bat. pretty profound effect, too. “Top batsmen know exactly what sort of bats they want and we make them STRENGTH TO to their precise specifications,” says STRENGTH Wilton. “Even today there’s very Gray-Nicolls can certainly take some of little mechanisation in bat making BATS ARE BIGGER, the credit for that. Its story starts in and we rely heavily on the skill of 1855 when world rackets champion HJ our craftsmen for hand finishing, LIGHTER AND Gray started a racket making company. balancing, weight and pick-up.” GJ Nicolls began making cricket bats in PERFORM BETTER, 1876 in Robertsbridge, East Sussex, EXCITEMENT where the company is based today. Wilton misses the excitement of first class WHICH MAKES The firms amalgamated in the cricket since he retired as Sussex 1940s and the company is still wicketkeeper and batsman 10 years ago, but he PLAYERS MORE owned and controlled by the has been deeply involved in the game“ ever Gray family. It quickly went since - first as a Gray-Nicolls coach, then on CONFIDENT AND from strength to strength - the sales team and now as brand manager. England captain Wally “Cricket has been my life for as long Hammond and Australian star as I can remember,” he says. “Now I’m MORE COMFORTABLE Keith Miller used Gray- in contact with all levels, from Test Nicolls’ bats and at one time the cricket to youngsters coming into the game. Gray- captains of all five Test playing Nicolls sponsors three counties - Yorkshire, Gloucestershire and countries - Ted Dexter, Richie Benaud, Frank Worrell, John Reid and Northants - so I keep up to speed with what’s going on.” Trevor Goddard - were satisfied customers. And what is going on is a constant surprise. “Cricket has changed During this time Gray-Nicolls pioneered major innovations like the dramatically,” Wilton explains. “I can hardly recognise it as the first steel spring and the first shoulderless Superlite bat. In the 1970s the class game I played 10 years ago. Bats and other equipment have company was the first” to use coloured bat labels, which quickly changed just as much as the actual game. In my day you were became a major trend. Test stars using the Gray-Nicolls red flash looking at bats with edges of between one and three centimetres. included the Chappell brothers, Clive Lloyd, Tony Grieg and Barry Now they’re four or five centimetres. Richards. The company also broke new ground with a revolutionary “Bats are bigger, lighter and bat with a weight reducing scoop; Brian Lara was using one when he perform better, which scored the highest-ever first class innings of 501. makes players Further innovations included carbon and titanium handles, and more confident more runs were scored with Gray-Nicolls’ bats than any other brand and more in the 2003 Cricket World Cup. comfortable. Three years ago Wilton was involved in the development of a They are going revolutionary double-sided bat designed for the fast changing modern out and game, particularly Twenty20 cricket. He recalls: “The bat had a expressing slightly smaller pressed area on the reverse - in essence it had a themselves. middle on either side of the bat, which would allow a player to sweep They score the ball around the wicket to increase scoring options.” more freely and The idea stemmed from Kevin Pietersen’s famous switch hit,

38 www.sports-insight.co.uk 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 Gray- Nicolls 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 15- acre 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 edition square inch and left for six months to dry before being bat selling at around machined into a basic bat shape by a skilled operator. £350 has a surprisingly Laminated cane for the handles comes from the Far short life. East and rubber shock absorbers from Pakistan. At this “With the demands of today’s game, stage bats come under the expert eye of master bat you’d be lucky to keep a bat for a season. The maker John Gasson, who joined the company 50 years majority of players will try to keep a match bat ago at 16 and has been fine-tuning bats ever since. going for as long as they can once they’ve found Gasson and his team use traditional tools such as one they’re happy with and use other bats for draw knives and spokeshaves - plus decades of practice and warm-ups. experience - to balance and shape bats to perfection Others may use different bats for different forms of the and cater for every playing style and technique. game - perhaps a heavier one for hitting out in Twenty20 Finished bats are performance tested using a lignum games. It all depends on what suits you.” vitae hammer. “We are continually coming up with new At 33 Wilton has lost none of his appetite for cricket and blade shapes and are working on changing the still plays for a local side when he has time. “I enjoy playing proportion of handles to blades,” Wilton says. “But and I’ve got a pretty good bat,” he says. No prizes for even with the latest technology, a top class limited guessing who made it.

www.sports-insight.co.uk 39

MAXIMISINGRACQUET SPORTS

Sports Insight spoke to Karakal partner Mark Kenyon about the brand and the racquets sector

IS THE RACQUET SPORTS racquets. However, I have come across HOW IMPORTANT IS IT MARKET GROWING? some excellent retailers who place a lot of FOR CUSTOMERS TO The market has remained fairly static over pride in their racquet departments. Julian HAVE FACE-TO-FACE the last 12 months, with some exceptions. Lefevre and his team at Greaves Sports in CONTACT WITH A Racquetball is in the ascendancy, tennis has Glasgow is a shining example. They are RETAILER RATHER THAN been flat, and squash and badminton have very proactive in their location and their BUY ONLINE? seen pockets of growth. In areas that have knowledge of products is excellent. Brian It is a massive opportunity retailers need to good and enthusiastic coaches, growth is Gannon of Gullane Sports in East Lothian capitalise on. By meeting and talking to always a strong possibility. and Andrew Gyles of Gyles Brothers in customers direct they can advise them on Bristol are two more very good examples. the product to match their ability and HOW HAS TRADE BEEN pocket. Often people become disillusioned FOR KARAKAL OVER THE DO MOST RETAILERS with products purchased online. The other LAST 12 MONTHS? KNOW ENOUGH ABOUT advantage a retailer has with a face-to-face Karakal has seen very encouraging growth RACQUETS? customer is the possibility that there will be in its market share of entry-level tennis, as During my travels around the UK I have been extra add-on sales. well as steady sales in racquetball, squash astonished at some of the misconceptions and badminton. We have been particularly retailers have about the construction of HOW CAN RETAILERS delighted in our continued growth in racquet racquets. This is not always the fault of the BROADEN THEIR apparel. A large number of retail shops rep, as they are not always given the correct CUSTOMER BASE? report record sales of Karakal products. information themselves. The largest One of the most important aspects for a misconception in the trade at the moment is retailer is widening their customer base. WHY SHOULD about the graphite composite. Many people Good retailers like Greaves Sports don’t RETAILERS STOCK believe the main material is graphite, with a just wait for the customer to cross the KARAKAL RACQUETS? small amount of fibreglass added. In fact, the threshold, they are proactive in the local Karakal provides a comprehensive range of main material is aluminium with a small community. Staff attend functions at clubs’ racquets in all four sports, as well as clothing, amount of graphite added. open days and promote the shop and its footwear and a good range of accessories. benefits. Generally the majority of Karakal’s products WHY IS IT IMPORTANT Many shops attach themselves to local will retail at least one price point below its FOR RETAILERS TO coaches and promote their ranges this way. competitors on like-for-like products. We are UNDERSTAND WHAT Incentives both in-store and through also very aware of the costs of running retail THEY STOCK? coaches are also a good way of keeping outlets and provide retailers with probably If they have little knowledge about racquet loyal customers. the best margins in the racquet trade. products the customer will soon pick up on it. Many good shops have excellent It’s so important to match the right product websites as well. A combination of both WHAT ARE KARAKAL’S to the right customer, as failing to do so often should provide a good opportunity for a KEY MARKETS OUTSIDE puts the customer off their chosen sport. prosperous and vibrant business. THE UK? Retailers also need to stock products Ten years ago our main market was the that will maximise their profits, UK, but as the number of retailers declined and the ‘sexy’ products often we had to look at other markets. Today, don’t allow this. with distributors in over 50 countries, our export sales are larger than our UK sales. Our main markets are Asia, Europe and North America. WHICH RETAILERS SET A GOOD EXAMPLE? Independents are generally good at selling

www.sports-insight.co.uk 41

launches new 2012 collection

Winmau’s 2012 darts collection was launched on September 19 and it is another Winmau has always been a dominant power in the UK and its export market leading offering from the premium darts equipment manufacturer. business is thriving, with new markets coming on stream almost every month. The company now exports to nearly 100 countries globally. The response to Winmau’s 2011 collection was incredible and the company reached new heights with the record breaking Blade 4 dartboard. The 2012 Winmau is moving the brand into live streaming of darts tournaments collection takes this to a new level. 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 Winmau has added Steve ‘The Bronzed Adonis’ Beaton to its World people’s homes. The company has also invested heavily in the booming area Champion range alongside players such as Ted Hankey, Andy Fordham, of social media and has a growing following on Twitter and Facebook. Dennis Priestley and Trina Gulliver. With a unique knurled point and micro grip, Steve’s darts are a great addition to the portfolio. 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 Another market first is the launch of the Diamond Plus dartboard, which prides itself on its stock management and delivery lead times. With its slick features 50 per cent thinner dynamic sector wire. Winmau continues to UK operation and commitment to Group-owned manufacturing via the dominate this key market sector and can report a strong growth in dartboard company’s bespoke facility in Kenya, Winmau has reinvented the darts sales this year. distribution chain, allowing stockists to gain maximum advantages from keen pricing, increased sales and innovative products that are second to However, it doesn’t just stop there, as Winmau has introduced some none in the industry. amazingly quirky and technical products that offer retailers a great opportunity to add value to their darts assortment. The Whizlock Shaft Caps Winmau’s 2012 collection has a magical feel about it, as it strives to define and Flight Punch offer the keen darter a real plus in performance and 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 increased life from their nylon shafts. Ted Hankey’s self-designed Coffin collection and many new products (including world number one Dean Darts Case is simply a brilliant concept and is a must for any Ted fans or Winstanley’s range) already in development, 2012 is set to be another good anyone with a love of the Lord of Darkness. year for Winmau and its customers.

The new WinCool darts shirt looks stylish and aids performance with its For details of the full range contact Winmau’s sales team via mesh ventilation and anti-microbial technology, whilst the Winmau flight telephone: +44 (0)1656 767042, fax: +44 (0)1656 650468, and shaft range has been enhanced with some eye-catching new designs. 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 SHOWAT 2011THECOME SCHOOLON & SE THE FABRIC OF SPORT. E

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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 both their home series this summer, and the England Lions, England month’s International Cricket Council Awards is hardly Under 19 team and the national age group squads we administer surprising. The team has had an extraordinarily good year, from here. The England development programme, which targets retaining the Ashes in Australia and becoming the world the best cricketers in the 16-18 age group, is a priority for us. number one Test side. Former England captain Michael Vaughan is among the leading The speed of the team’s march to the summit of the world ex-players who play a key role in preparing the next generation. game is particularly remarkable, considering their form as recently as the spring of 2009. Its international success is not just good news for HOW STRONG IS THE SPORT’S cricket fans and cricket retailers, but a huge vote of confidence for GRASS ROOTS? the ECB, which has put many of the structures in place that allow The ECB puts in excess of £20 million a year into grass roots the national team to achieve such excellence. cricket and the benefits are being felt in all areas of the game - The National Cricket Performance Centre is an all-year-round with the number of qualified coaches now at an all-time high facility that benefits cricket as a whole. Under the guidance of the of 33,000. A major emphasis is being placed on investment ECB’s performance director David Parsons, its philosophy is to into facilities, which means helping clubs improve their identify and select the most talented cricketers, developing them pitches, pavilions and practice facilities. through coaching and support services to achieve their potential. If the ICC awards were any pointer, it appears to be working - DO YOU THINK YOUNG PEOPLE Alistair Cook was crowned Test player of the year after his efforts ARE BEING INSPIRED BY THE against Australia last winter - the first English player to win the award CURRENT SUCCESS OF THE - while Jonathon Trott’s outstanding play over the last 12 months ENGLAND TEAM? scooped him the award for best cricketer of the year. There was a significant upsurge in participation following Sports Insight spoke to ECB spokesman Andrew Walpole about the iconic Ashes 2005 series in England and the events of the background to England’s year of success. this summer will no doubt help boost participation further. Around half a million youngsters currently play the game in HOW MUCH OF THE CURRENT SUCCESS IS a network of around 6,000 affiliated clubs nationwide and new DOWN TO THE WORK OF THE NATIONAL faster forms of cricket like Last Man Stands [an eight-a-side CRICKET PERFORMANCE CENTRE? game] and indoor cricket will accelerate this process. The NCPC has had an important role to play both in the provision of the best sports science and medicine expertise, and also in SHOULD CRICKET RETAILERS providing access to specialist coaching in all the main disciplines - BE ANTICIPATING A GOOD 12 batting, fast and slow bowling, wicketkeeping and fielding. MONTHS OF TRADING? Cricket is not immune to WHAT LEVEL OF DEVELOPMENT AND the recession and we have TRAINING HAS PRODUCED SUCH GOOD been affected by the fall in RESULTS FOR ENGLAND? consumer spend just as Achieving world number one status in Test cricket is primarily down to other sectors of the the players, who have performed consistently and been superbly led leusire industry have. But by Andrew Strauss and Andy Flower. Our preparation work has our international ticket been highly praised, with many cricket writers saying we were sales were strong this the best England fielding side ever to tour Australia last winter. summer - the best since That has helped, as has a renewed commitment to building England’s historic Ashes fitness and helping minimise injuries wherever possible. series win in 2005 - and this has been helpful in WHAT HAS THE NCPC BEEN driving sales within FOCUSING ON SINCE IT OPENED? grounds via club shops The NCPC is very much a hub and centre of excellence for as well as in the all England cricket teams - not just men, but our very growing online successful England women’s team, who won market.

www.sports-insight.co.uk 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

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48 www.sports-insight.co.uk www.sportindustry.biz

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GYMPHLEX LAUNCHES NEW SCHOOL SPORTSWEAR SOLUTION Gymphlex launched a new sportswear range at this year’s manufacturing experience to create a high performance and Schoolwear Show specifically developed for the school sport sector. flexible school sportswear solution,” says Simon Ward, sales The advanced multisport range uses technical fabrics to create director at Gymphlex. high performance garments. Offering a targeted range of “We have been able to use all of our knowledge to develop this garments, schools will be able to create a cohesive sporting range, which possesses many of the features Gymphlex has identity. Available in a wide range of school colours, there’s also become known for. With our newly developed brand portfolio we the option to add embroidered or printed badges, which could run are confident that Gymphlex will enhance its customer base across all sporting disciplines. further, building on our existing band of loyal followers as more “We have learnt a great deal about school sportswear since we and more schools embrace the opportunity to develop a cohesive started in 1906, enabling us to capitalise on our design and school or team identity.”

www.sports-insight.co.uk 49 www.canterbury.com

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0.3 Following intense exercise, Mercury Compression reduces RECOVER 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. *

is a trademark of INVISTA Graduated compression applies to hybrid legging ® and long sleeve garments only

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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 POSITIVEIN SEASON TABLE TENNIS SPIN

Alan Ransome, managing tables are on the rise, not just for gardens but parks, open spaces and director of Ransome Sporting schools as well. Throughout Europe outdoor table tennis tables in campsites, recreation areas, town centres and on beaches are a Goods, the distributor for familiar site - and they’re becoming increasingly common in the UK. We have seen a significant increase in sales of both our range of Butterfly and Donic Schildkrot, concrete tables and the standard permanent tables that have a special wood finish for the playing top and steel legs and explains why table tennis is undercarriage. The concrete tables have a particularly long life. Some new ideas are coming through for the sport as well. Recently enjoying new-found popularity 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 There are a number of reasons why table tennis is in favour at resembled a 10 pin bowling alley, except instead of bowling lanes it was the moment. The amount of school children playing is all table tennis tables, with a bar and restaurant, purely for social play. increasing, and when children ask their parents for a table so The idea has already spread to Toronto, Milwaukee and St Petersburg they can play at home or in the garden the whole family plays. in Florida, and I’ve heard talk of similar initiatives in London. The English Schools’ Table Tennis Association has revealed a substantial increase in participation in competitions. It has been DIFFERENCE working with the English Table Tennis Association (ETTA) to take Next year’s Olympics has already had a significant impact on table advantage of government investment through Sport England and the tennis. In particular, government investment through the Youth Sport Youth Sport Trust to increase participation in schools. 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 SUPPORT November at ExCeL in London - the venue for 2012 - and the Games We support the English Schools’ National Championships by providing themselves will obviously be very beneficial. We are hoping some of the table tennis tables, balls and other equipment for these events. We our sponsored players will be in Team GB. In fact, the whole of the are also working with them on three national projects: the Butterfly English team selected for the European Championships in Poland this Skills Programme, which is based on a coaching manual and awards month (seven players in all) use Butterfly equipment, and this includes scheme with ETTA; the Butterfly ‘More Schools’ Project, which is a current number one and three times champion Paul Drinkhall. toolkit to help new schools start playing the sport; and the Butterfly In terms of brand popularity, a new range of Butterfly rubber sheets Schools’ League Project, which has encouraged more than 200 new called Tenergy has taken the international game by storm and most of school table tennis leagues to organise competitions throughout the best players are now using it. At the English Championships in England. This last project falls clearly within the government’s aim of March all the winners and runners-up in the main events were using introducing more young people to regular competitive sport. Butterfly equipment - The second reason for the sport’s popularity is the work being the first time any table done by ETTA and its partners. This has included initiatives such as tennis brand has Ping, where table tennis tables were located throughout London last enjoyed this level of summer and followed up this summer in Birmingham and Hull. There achievement. 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 www.sports-insight.co.uk

IN SEASON FOOTBALL www.sportindustry.biz 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.

www.sports-insight.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 This has coincided with David Walliams’ motivation to stay in the water that bit wrong turn and ended up in the River Big Splash Challenge for Sport Relief longer and do 10 more lengths. The ASA Thames in 2006 has a swimmer and also the Irish Channel swim. says more than 50,000 people have attracted so much attention from an “We heavily promoted the Thames signed up to the Swimfit challenge since it adoring public. swim and this is currently the most was launched. Comedian David Walliams’ popular challenge being undertaken. Next year Swimathon, the world’s achievement of swimming the length of These events certainly help to raise the biggest fundraising swim, joins British the Thames recently garnered as many profile of swimming and we fully Swimming, the BBC’s Big Splash, Marie column inches as Eddie Izzard’s multiple support them.” Curie Cancer Care and Sport Relief to marathon feat in 2009. Walliams With an increasing number of promote what is hoped will be the managed the 140-mile swim - equivalent swimmers looking for such challenges biggest Swimathon Weekend ever on to swimming the Channel seven times - to liven up their routines, the launch of April 27-29. The event will be hosted in in eight days, despite various setbacks the Big Splash seems timely. Last month 600 pools across the UK and provide including illness and back problems. a partnership was launched between swimmers with a personal challenge, Community Swimming and LA Fitness, goals to train for and causes to support. HEROES where 78 pools nationwide opened their This is good news for swimming The comedian’s accomplishment is one doors to the public, allowing non- brands and could be the start of a long of many such long distance swims to members to enjoy private swimming distance swimming habit for many raise money for charity, and it seems pool facilities. people, myself included. there are an increasing number of Zoggs is one brand that is putting its As Sports Insight went to press, heroes of the open water, such as Julie money where its mouth is by becoming Catherine had swum almost halfway Bradshaw, the British woman who the title sponsor of the Aspire Channel across the Channel. recently circumnavigated Manhattan Swim. Laudably, the brand has signed Island doing only the butterfly stroke. up its entire head office staff of 30 It is great news for swimming that people to swim the 22-mile English there is no shortage of high profile Channel distance in their local pool ambassadors. Recent research released within 12 weeks. by the ASA, the sport’s governing body, showed that apart from walking, KEEN swimming is still the most participated Inspired by such athletic feats and in sport in England, with the total being a keen if casual swimmer myself, number of adult swimmers who swim at I am attempting to swim the Channel least once a month estimated to be 5.56 in my local pool after registering with million. The number of swimmers has Swimfit, the online programme increased this year, says the ASA, which developed by the ASA and sponsored although helped by high profile names by British Gas. (To manage the entire signing up for swimming challenges, is distance in less than three months I mainly due to the ASA’s mass need to swim 118 lengths per week.) participation campaign the Big Splash. The Big Splash website has a Launched in May this year, the Big range of watery targets. Fancy Splash hopes to inspire people to get swimming round the Isle of into the pool ahead of the 2012 Wight? That’s a cool 65 Olympics, and the signs are it has miles to cover. The already been extremely successful. ASA interactive map spokesperson Kelly McHugh says: “We is particularly have definitely seen an upsurge in the useful and challenges being undertaken at present. a great 56 www.sports-insight.co.uk IN SEASON SWIMMING www.sportindustry.biz 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.

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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 low- drag 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.

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www.sports-insight.co.uk 57

IN SEASON INDOOR SPORTS www.sportindustry.biz 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.

www.sports-insight.co.uk 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? The cost of server space has fallen significantly over the Often overlooked, many retailers will have set up the last few years. The chances are your site is still hosted on a hosting for their online store several years ago and managed server, which simply means you share it with several then neglected to review the service on a regular basis. other businesses. The problem with this approach is that any But in a market awash with vendors due to the issues the other businesses may have with their websites could explosion of cloud-based services, now is a good time adversely affect your online store. to overhaul your business hosting. A dedicated server, as the name suggests, gives your The quality of your hosting service is vital, as even short business its own unique server that is physically separate from downtimes could mean substantial amounts of lost revenue. the others your ISP has in its server rooms. Companies like “There is strong evidence that the faster the website, the more ServerBeach offer customers dedicated servers, as well as the successful it will be,” says Nick Kington, managing director of ability to purchase different levels of support, thus avoiding ecommerce supplier Actinic. “We know that Google uses high maintenance costs. performance as a key factor when ranking a site and your “Hosting is very much a horses for courses thing - it’s a visitors will expect a fast response. If the response is slow, it question of getting the best and most appropriate solution will put them off. that you can afford,” explains Abby Hardoon, founder and “Research has highlighted that a half-second delay in managing director of web hosting specialist Daily. “There’s no loading a web page can reduce traffic by 20 per cent and that need to hamstring yourself financially, though. If you’re just improving speed reduces abandonment rates by up to 41 per starting out or you’re a relatively small business and you know cent when selling online. The use of modern, fast hardware your way around a server, you might like to consider a virtual and high speed internet connections, together with controlling private server, for example. These provide the flexibility of a the number of sites on each server, will help to ensure a fast dedicated server, but at a reduced cost. response. Too many sites on a server will lead to server “If you want to set up an online shop, it’s worth overload and poor performance.” 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 A HALF-SECOND among us to deal with.” DELAY IN LOADING GEOGRAPHIC REDUNDANCY To ensure your site stays live for the maximum time possible A WEB PAGE CAN ISPs are now offering geographic redundancy services, which simply means that several servers at different locations are used REDUCE TRAFFIC BY to ensure a website is live at all times, no matter what happens. “The 1&1 Dual Hosting concept delivers a new dimension “20 PER CENT 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. EASY OPTION “Freelancers, professionals and small to Dominic Monkhouse, UK managing director of PEER 1 medium-sized businesses thus benefit from a Hosting, says many hosting providers charge an all-in fee for safeguard that before now only large set-up, hardware, operating system, support and bandwidth. organisations could afford.” “This may seem like an easy option, but the problem with 1&1 uses geo-cluster systems in order to these deals is you can’t see exactly where your ”money is going create redundancy across locations. All data and and so can’t see if you’re paying for things you don’t need,” processes are mirrored in separately located he explains. “The best way to ensure you’re not taken for a European data centres. If there should be any ride is to ask for a breakdown of services and individual unexpected problems at one of the locations, such as an quotes for support, bandwidth, additional hardware, etc. It’s electricity or server blackout, all upcoming exercises are the only way to know what’s being delivered, what isn’t and automatically taken over by the other data centre. what is surplus to requirements.” It is also important you understand who is hosting your

60 www.sports-insight.co.uk 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 CHECKLIST who is hosting your site, which is important when ensuring your service level agreements are honoured by their rightful 1. SERVICE LEVEL AGREEMENT owners and not handled by a third party. Any hosting service worth its salt should offer you one of The advent of cloud computing, increased mobile these. Look closely at every clause so you don’t have any internet access and the continued proliferation of nasty surprises. Most items should be open for negotiation. ecommerce has meant that today’s business hosting services offer much more than they used to. 2. BANDWIDTH Looking to the future, Abby Hardoon concludes: “It The speed and efficiency of your website depends on how seems likely that cloud and software as a service will much data your server can send and receive. This is the continue to play an increasing role in business hosting, and bandwidth. Look for a hosting service that has bandwidth the trend we’re seeing is definitely towards virtual private utilisation of below 50 per cent to avoid bottlenecks. servers, so we expect this market to continue to develop. In the still recuperating economic climate, we also expect there 3. DEDICATED SERVERS to be an increased focus on reliability and service - To avoid problems that other websites may have on the customers can ill afford to risk their businesses on pile 'em server you are sharing with them, look for a hosting service high, sell 'em cheap hosting companies that place less that offers dedicated servers. These cost more, but give you emphasis on service delivery.” greater control over security. Customers are more inclined to buy from reliable online businesses that are available when they want to shop. A 4. CONNECTION TO THE BACKBONE robust hosting service for your online store is a prerequisite Your ISP can be connected to the internet in one of three for its success and the ISP you choose to host your site is an ways - these are referred to as tiers 1, 2 and 3. Look for a important partner that should be embraced as an essential host that has a tier 1 connection, as this means it has its own component of your company. 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.

www.sports-insight.co.uk 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 WEBSITE another classic British summer, so it’s surely not right to be Finally, and perhaps the most important part of the whole mix, is talking about Christmas already. In many ways that is the the place where customers will spend their money. Now is the time right sentiment to have particularly if, like I, you think that to take a good look at your site and the analytics to see if there are there is something slightly distasteful about Harrods any areas with high bounce rates that you need to fix before things opening its Christmas shop in July. get busy, as there’s no point in driving traffic to your site if people However, if you are a retailer you should already be planning leave without ordering. for the busiest time of the year - especially so if you are an online Remember that web shoppers are time poor at the best of times, retailer, as the sales peak comes a couple of weeks before that of but at this time of year that gets amplified hugely so make sure that bricks and mortar. Verdict Research is forecasting that online sales your navigation is clear and the categories and products that will sell growth for Q4 2011 will be 16 per cent, so that’s an incentive if best are on view as soon as the customer hits your site. ever there was one to ensure that you’ve thought of everything Make sure that you put a bit of festive sparkle on your site as before it is too late. soon as you are able to, as shoppers will expect this and you’ll really At ActivInstinct we’ve found the following list a good basis to stand out if you don’t. plan from and check that we have contingencies in place: JANUARY SALE PRODUCT Not strictly a part of Christmas, but Make sure you have a view of what your best selling lines are likely with many online retailers hitting to be and you’ve got plenty of stock ordered - now is a good time the sale button on to double check and place top-up orders where you’re low or think Christmas day last you might have underestimated originally. year, you’ll need to have the change MARKETING over planned and For many online retailers paid search is a major channel for sales, so ready to go so now is a good time to review your campaigns to make sure they cover that you don’t all the categories and products you offer and check the ad copy to miss out on make sure it is up to date. Remember too that as the Christmas trading any season starts to heat up, prices for clicks start to increase, so closely opportunity monitor the performance of your campaigns in the peak weeks and to close adjust where necessary to make sure they perform across the period. out the Plan out your email communications and update your year with newsletter templates, so that they reflect the season and help get a bang. your customers in the mood to buy. 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.

www.sports-insight.co.uk 65 TAIL-ENDER UNDER THE COUNTER A sideways look at the world of independent retailing

I should have twigged something was up list for the firm’s holiday when my assistant Norman put on his timeshare in Marbella. best blazer and asked for an hour off to “That’s all very well,” I have his ears syringed. said. “But you’ll have to He also mentioned twice in one week that buy your own he hadn’t had a pay rise since 1984, was still doughnuts.” owed two weeks of last year’s holiday and I When it hadn’t paid his National Insurance since 2004. seemed obvious Okay, I might not be the world’s most that Norman (or wonderful employer, but I have bought the his wife) had elevenses doughnuts on a pretty regular basis firmly made his since 1998 and usually turn a blind eye when mind up, I he logs on to Twitter during the lunch hour shook his hand, and pretends to young ladies in Thailand that wished him all he’s Stephen Fry. the best and gave him the PRETTY DAFT bottle of Anyway, when I came back from lunch last Scotch I’d got Tuesday Norman handed me a letter from a pub raffle. addressed to ‘To Whom It May Concern’, That evening which was pretty daft considering there’s my wife was very cross been no one in the shop but him and me when she heard I had accepted Norman’s At work he would wear a yellow blazer since I took over from my dad in 1981. resignation without a fight. “You know you can’t with his name on the pocket and be expected The letter, which began ‘Dear Sir,’ officially manage without him,” she said. “You can’t do to order a sushi takeaway for lunch. After work gave me four weeks’ notice and asked for his the VAT returns and you can’t work the burglar he would be compelled to attend departmental P45 and - would you believe it? - a reference. alarm. You don’t even know how to kick the seminars on organisational culture, loyalty The formalities over, he front door shut when it rains. And remember I overlap, the tall poppy syndrome and told me he had play whist with his wife counselling out (that’s getting the sack). been offered a and we’re in the semi- His boss was into amateur dramatics and job as acting finals of the WI Cup. would require Norman to attend the shows (he assistant ATTENDANCE AT You’d better sort it out was about to play the lion in The Wizard of Oz). temporary tomorrow and I’ll have If he claimed time off to go to the dentist, a deputy THE COMPANY’S a word with Kevin.” supervisor would later check what dental work manager of Kevin, in case had been done and mark the fillings on a chart. leisure FOOTBALL AND you’re Attendance at the company’s football and footwear by our wondering, cricket matches was compulsory, so were deadliest rival, CRICKET MATCHES is my wife’s bowling nights and country dancing the local second competitions. Self-defence and karate classes branch of a “WAS COMPULSORY cousin who were encouraged - the CEO’s wife was a sports goods works in the brown belt. A wheelbarrow race in the car chain, and as he had swimwear park commemorated the chairman’s birthday. read somewhere that proactive marketing was department of When I arrived at the shop the following here to stay, felt it would be prudent to take it. the sports chain’s branch in the next town. It morning, Norman was sitting at the counter with It seems his wife has also been sticking seems that in exchange for a bottle of Scotch his head in his hands. He said he might have her oar in by saying that I had exploited him Kevin agreed to give Norman an idea of made a terrible mistake. After he had agreed to mercilessly and underpaid him for years and what he was letting himself in for. buy the doughnuts until at least the end of next it was high time he found a job more suited to year, I said he could have his job back. TOOK THE” BAIT his undoubted abilities. That evening I rang Kevin to They had also offered him four weeks’ I can report that Norman took the bait. They congratulate him on his powers of paid holiday, a non-contributory pension met apparently accidentally in a pub down the persuasion. Of course, I intend to keep my scheme, opportunities for promotion, a road and Kevin soon got into his stride. side of the bargain and give him a bottle of discount on in-store purchases, subsidised Norman would, of course, be expected to wear Scotch the moment I’ve found some way of canteen facilities and a place on the waiting trainers, not only at work but at home, too. getting it back from Norman.

66 www.sports-insight.co.uk

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