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Special report
SGB
Sports Retail Survey
How it was done
Over 1,000 independent sports retailers
surveyed in the UK and Ireland
Sporting Goods Business
commissioned DT
Marketing, an
independent marketing
C
ontinuing our coverage of the SGB Sports Retail Survey, here we look at where retailers stand consultancy, to carry
on the matter of that fast-growing giant, e-commerce. out the Sports Retail
Survey.
SGB asked retailers: Approximately, SGB asked retailers: How do you see
what percentage of your business do your online business developing over the
In addition to
you conduct online next two years?
distributing the survey
online and via direct
mail, DT Marketing
50 60
undertook a series of
one-to-one telephone
50
interviews with retailers
40
from a variety of
affiliations and
40
geographic locations.
30
30
This was done to gain
information concerning
20
retail operations and to
20
obtain detailed views
on relevant strategic
10
10
issues.
Over 1,000 independent
0 0
retailers were presented
with the survey, from
I do not do any business online: 32.9% Growing rapidly: 9%
which 163 responded.
Up to 25% of business is online: 48% Growing steadily: 57.6%
Between 25 - 50% of business is online: 9.9% Staying the same: 21.5%
98% of respondents
Between 50 - 75% of business is online: 3.9% Not growing at all: 10.4%
Over 75% of business is online: 5.3% Decreasing: 1.4%
were key influencers
and decision makers in
their business, such as
According to the SGB Sports retail survey, a total of 66.6% of independent sports retailers see the online
owners, directors and
side of their business growing steadily or rapidly over the next two years. Despite fierce competition and
managers of sports
problems with online pricing, online retailing is clearly an issue that retailers must address in some way.
stores.
Despite the inevitable rise in online shopping, survey respondents also highlighted that there remains a
significant section of consumers who opt not to shop online, and who also opt not to shop in large multiple
All survey responses are
outlets. Instead, they prefer to shop in a familiar setting of a high street shop, where they expect to receive the
strictly non-attributable.
friendly service and comprehensive knowledge of sports and products that cannot be obtained online or in the
multiples.
In the money
We held a prize draw among survey respondents, for one retailer to win a £100 voucher from Amazon. The
congratulations go to Michael Samways of Abingdon Sports in Oxfordshire.
S
www.dt04.co.uk
26 SGB SPORT DECEMBER 2009/JANUARY 2010
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