P20,21 FUSION PROFILE:SGBGolf_NEW_template 18/06/2009 14:54 Page 21
1000 Mile
SGB: What, for you, sums up the effectively with the end user is almost
1000 Mile ethos? What’s your your point of sale support?
credo? JG: It is, and that's why staff training
JJG: We’ve got that pinned on our wall, and communication is important.
as it happens, for everybody to see. It’s If they have, let’s say, the Fusion
quite long: ‘To distribute innovative sock, they’ll sit down with
performance-led products to discerning them and for twenty
retailers. To listen to the needs of our retailers minutes, half an hour,
and their customers and respond accordingly. explain the attributes and
To support our products through an tell them how it works so
integrated PR and marketing campaign. To that when Joe Public
maintain our position as a trustworthy, comes in and says “Oh I
reliable and proactive distributor of need a pair of socks, what is
innovative, performance-led products to
an expanding yet discerning client
base.’ That’s our mantra and when
we have our sales meetings,
that’s how we lead it
off.
SGB: Do you
support the
retailers in terms of point of sale and retail
merchandise materials?
JG: We are aware of how limited space often is
within specialist stores so we bear that in mind
with our POS support. We have sock stands,
shelf tags, cards, posters, etc and have produced
dedicated material for clients such as Millets for
example who wanted a technical diagram, A2 or
A0 size, which they could hang up and it would
during or after opening hours. Most of our give an explanation of our socks.
products are very technical and do require some
explanation, whether it’s the working of a sock or SGB: So would you say that enabling the retailer
the attributes of a sports bra or sports medicine. to communicate technical information
We will always offer and support our
customers in that.
We also support sell-through with the Fusion sock?” the retailer himself will
advertising and PR. For the London say “I know all about that.”
Marathon for example, we had a Our staff are good, they know what
new campaign – they’re selling and hopefully a little bit
meetthesocks.com: Meet the brushes off on our retailers who
Socks, which was highly amusing can then inspire confidence in
and very, very effective. It is now our brands with the customer.
running out through other And if there’s doubt they
activities. We support some of know they can just phone up
our specialist running customers and say for example “I’ve
on race days or events with staff got a customer in here who’s
and sometimes with product. got an Achilles
We’re doing one now problem or patella
with Maxim Nutrition, problem, what do you
who give us a race recommend?…”. This is
promotion budget particularly helpful on
for things like the Mueller sports
product and medicine side
winning line which is highly
tapes. We complicated and
also support moves into the
customers at field of
shows like physiotherapy and medical. Provided
Intersport, the STAG it doesn’t involve us in complicated
Show, sometimes the medical advice, all our staff here are
Outdoor Show. competent enough.
JUNE 2009 SGB SPORT 21
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