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SGB Sports
that the latter in particular will raise not only the brand’s profile, but tennis
in general and create “a magnificent sales opportunity in the run-up to
Christmas.” for the industry as a whole. He recommends that retailers
should be conscious of consumers’ heightened awareness created by such
events and reflect it in both their stock and in-store merchandising.
To compliment the ATP finals HEAD are running a Golden Tennis Ball
promotion from May to July. Every time a consumer buys the HEAD ATP
product they stand a chance of winning a prize ranging from a racket, to
accessories and footwear. In addition a number of ‘Golden’ balls will be
distributed. The ultimate prize for stumbling across one of these is to not
only stay at the players’ hotel and watch the finals from a luxury VIP seat,
but also practice with Andy Murray in his build-up to the finals.__Like many
in the business, Dave Shaw is a keen sportsman himself, playing golf,
football and tennis, the latter to county standard. While he doesn’t believe
it is essential to play sports to sell the product, he knows that his
background helps when dealing with specialist retailers.
Shaw sees attention to after-sales service as a vital element in what
makes retailers stand out. ”First you’ve got to sell customers the right
product for them as individuals. Then sell the add-ons, but just as important
aim to bring them back to the store.” He cites as a good example, offering
the first re-string free. ”The aim should be to make them habitually choose
you first.”
Shaw is also a strong advocate of being pro-active in the local
community. He says: “You can’t just sit behind the till waiting for customers
to come in, you have to get out there and forge links with local clubs and
schools.” Creating trial events at a local club and making exclusive offers to
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members will generate both sales and drive word-of-mouth publicity among
members.
Finally, for new entrants to the business (and even in challenging times
they are there) Shaw’s experience says that the routes to success are in
creating a distinctive offering to the customer. “Have a clear idea of which
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