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Retailer Profile
stock over 60 types of cricket bat. This of course doesn’t make for easy
stock control, but it does make for happy cricketers. The very fact of seeing
those bats lined up will tell prospective customers that they are in the right
place. On the other side of the coin, Giblett wants to see the company up its
game in the area of developing contacts with clubs and schools. To that end
they have recruited a specialist to focus on developing these relationships.
Giblett does however stress the importance of nurturing business with clubs
and schools. He says, “It’s a lot of work developing contacts to get through
the door, but once you’re in it’s easy to develop business.” He also says that
some clubs and teachers are unrealistic and make the process harder.
Staff training is regarded as a sine qua non within the company. It is of
course one of the central planks of good customer service. Hence training
on customer service and procedural issues is a weekly affair for everyone.
Suppliers are encouraged to train staff on product detail and staff will go
out of house eg to tennis centres for specific skills training. Giblett flags as a
training issue the different level of need between experienced long-term
staff and inexperienced youngsters. One size does not fit all.
commercial opportunities present. The company fits the stores to their Adrian says that the suppliers who are newer to market typically provide
surrounding markets. Hence rugby is big in Cardiff and surfing in Newton them with the best support. He instances Under Armour as a particular case.
Abbott. That said he also has had good back up from adidas. Nike come in for
There is no one brand that defines Tony Pryce Sports. Indeed, as above criticism – no POS back-up – although service has improved since a low
they have various brands to suit trading needs. Nor is there consistency in point 18 months ago.
store size – they vary from 1400 sq ft in Minehead to 7000 sq ft in Exeter. I In common with many, Adrian really enjoys the business as a whole
can think of some retail brand experts who would have a fit of the vapours because the people in it are quite simply nice. His two beefs are, first, those
at that idea. The brand standard they do apply across the whole business is companies who only ever call to sell in new product, providing no after-sales
a high level of customer service and staff training. Giblett says that this support and, second, those who go direct to the clubs – suppliers should
entirely sets them apart from multiple competitors whose staff “know not be their retailer’s competitors. By contrast, he’s a very big fan of
where the product is but not what it is – and they don’t always know where Intersport; he says membership “has been a brilliant move for us.”
it is.” Adrian’s concerns for the coming year centre on the attitude of landlords.
Giblett says that being a multi-site operator gives them advantages of To date, he says that they are in denial: “they’re refusing to acknowledge
greater buying power but it also notably helps with marketing, especially the recession.” His hopes that trade will withstand these tough times are so
given their geographical focus on the South West which significantly cuts far being rewarded; trade is holding up nicely. As part of their recession
wastage. As well as advertising in the local and regional press they tend to defence, they have reviewed all their overheads in the past 12 months and
go direct to the clubs and sponsor match balls and take perimeter boards. each part of the process has made a profit contribution which, collectively, is
This is of course the very tightest form of targeting sports goods users. They significant.
do not, however, sponsor individual clubs – there are simply too many and it For new entrants to the business, Adrian says aim for modern, well-lit
creates friction with those left out. stores with up-to-date shop-fitting. Get accounts with big brands to attract
Adrian sees the strength of Tony Pryce Sports in their focus on customer the younger market and boost credibility. Don’t be seduced by an expensive
service and this is reflected in their offering a broad range. As a case, they high street location – choice and service matter more.
MAY 2009 SGB SPORT 11
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