10 OUTDOOR MAR10:SGBGolf_NEW_template 26/2/10 09:16 Page 10
SGB Outdoor Tech Rep
Tech Rep
brasher Supalite II GTX
A new feature in SGB Outdoor where we ask a sales- or
tech-rep to explain to us the USPs, the customers, the
very essence of a technical outdoor product. We kick off
with the new brasher Supalite II GTX, with John Tremble,
National Account Manager for brasher.
SGB: How’s this an improvement key selling point especially in a fairly high-price-
on the Supalite GTX, one inflation market place.
of brasher’s core boots?
JT: We’ve improved its looks, SGB: What can I put close by this to upsell?
giving it a more modern feel. JT: The brasher consumer is looking for support
We looked at the sole system, product – the care kit, the spare pair of laces, a
examining the amount of pair of good brasher three-season socks, or a
contact the sole unit made lighter pair for the summer; £10 to
with the ground. We wanted £13 price area, and you’ve got a
to increase this, so if you great way for sales staff to
compare the two boots and up the sale.
look at the lugs on the sole, We recommend
we’ve added an extra one in brasher’s brown boot but staying on the well-defined
the centre and increased the conditioning cream as footpaths throughout the hills and
size of the sole system, on the it’s pre-coloured, so it’s valleys in the British Isles. We have
edge. The amount of rubber in good for scuff marks. A many dog walkers that specifically
contact with the ground has smart outdoor shop will enjoy this product too.
increased, to give better grip. It’s have our care products
very noticeable on the heel. close to the boots. We have SGB: What’s the anticipated life span of
We also took the opportunity to look at the a piece of POS that is a like a the boot?
heel support, as even in a lightweight boot you film dispenser and holds the tubs of JT: That’s the ultimate question. You can’t put a
want good ankle support. We’ve positioned the conditioning cream which is easy to access by time on it because it’s about both how you look
eyelet on the new boot in a staff and can be right by the boots on display. after the boot, and what you use it for – and how
slightly different place; We believe in training store staff to achieve add often. Your average walker would get three
one eyelet has on sales with a new pair of boots. It’s important years wear out of the product, but three to five
been moved back for staff to stress that leather does need looking years is pretty typical for our products.
a little closer to the after to get the best out
heel. It provides of it, to keep it soft and
better heel hold, supple and prevent
making the cracking.
walker’s Our cream
experience more is water
pleasurable. based
We’ve carried on and we
using a full grain leather upper that is think that’s the
durable and easy to care for. The leather lining is best type.
still in there, which is something our consumers
have always seen as very positive. All this has SGB: Who are the ideal
been achieved, while still keeping the weight consumers for this
within a few grams of the original boot. type of boot?
JT: That consumer who
SGB: Has the price increased? wants to enjoy the
JT: The price point remains the same, which is a benefits of a lightweight
10 SGBOUTDOOR MARCH 2010
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