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Survey Report
SGB
How it was done
Sporting Goods Business
commissioned DT
Sports Retail Survey
Marketing, an
independent marketing
consultancy, to carry
out the Sports Retail
Over 1,000 independent sports Survey.
retailers surveyed in the UK and Ireland
In addition to
distributing the survey
I
n our final instalment of analysis from the SGB Sports Retail Survey we look at how retailers rate
online and via direct
the varied point-of-sale materials provided by manufacturers and suppliers.
mail, DT Marketing
undertook a series of
We asked retailers to rate the effectiveness of six different types of in-store
one-to-one telephone
marketing materials provided by suppliers.
interviews with retailers
from a variety of
affiliations and
STANDS LEAFLETS CARDS
geographic locations.
This was done to gain
information concerning
retail operations and to
obtain detailed views
on relevant strategic
issues.
Over 1,000 independent
retailers were presented
Very effective: 18.7% Very effective: 11.1% Very effective: 5.8%
with the survey, from
Effective: 46.3% Effective: 27% Effective: 22.3%
which 163 responded.
Somewhat effective: 26% Somewhat effective: 47.6% Somewhat effective: 47.1%
Not very effective: 9% Not very effective: 14.3% Not very effective: 24.8%
98% of respondents
were key influencers
IN-STORE FIXTURES POSTERS WINDOW DISPLAYS
and decision makers in
their business, such as
owners, directors and
managers of sports
stores.
All survey responses are
strictly non-attributable.
Very effective: 24% Very effective: 7.3% Very effective: 38.4%
Effective: 43.8% Effective: 42.7% Effective: 41.6%
Somewhat effective: 24% Somewhat effective: 39.5% Somewhat effective: 14.4%
www.dt04.co.uk
Not very effective: 8.2% Not very effective: 10.5% Not very effective: 5.6%
It is no surprise that the window display dominates the field of in-store marketing: according to the SGB survey, 80% of retailers find window displays ‘very
effective’ or ‘effective’. This is 12.2% higher than the runner-up in popularity, which is In-store fixtures, with 67.8% of retailers rating them as ‘very
effective’ or ‘effective’.
Unfortunately for suppliers who prefer the budget end of point-of-sale materials, the less impactful Leaflets and Cards are the least popular marketing
materials according to the survey, with 61.9% and 71.9% of retailers rating them, respectively, as either ‘Somewhat effective’ or ‘Not very effective’.
Overall, the survey results indicate that retailers are often left cold by their suppliers’ POS offerings. These are sentiments that were echoed by
independent retailer Tim Guppy, who owns Original Sports in Leigh-on-Sea, Essex. He told Sporting Goods Business in an interview separate to the survey:
“the brands could do a great deal more to help their stockists”. S
20 SGB SPORT FEBRUARY 2010
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