SGB Outdoor News
OIA report provides ‘insight into outdoor consumer retail
behaviour’ In September, the Outdoor Industries Association (OIA) published the third volume of Shaping the Future, as part of its ongoing and comprehensive research programme. This year’s report includes an in depth review of the retail ‘journey’ of outdoor consumers, exploring what influences them, when, why and how they shop, and what they buy. Shaping the Future III also explores the role of outdoor centres and activity holiday providers, highlighting the significant challenges and opportunities that lie ahead for companies and destinations operating in that part of the outdoor sector.
The OIA has also produced a companion supplement for the series of Shaping the Future reports. Tracking the Customer Journey is designed to help association members interpret Shaping the Future research data and use it more effectively to make well informed business decisions within an increasingly competitive market. All Shaping the Future reports and supplements are available free of charge to OIA members (and to non-members for £399+VAT per report).
The theme of Shaping the Future III is 'knowledge, information and preference'. During June, over 3,000 outdoor consumers completed a detailed online survey, offering an insight into their depth of knowledge of outdoor products with a view to making purchases. The resulting data provides a detailed overview of what drives key purchase decisions, and outlines the factors that influence consumer purchases, both before they visit an outdoor retailer and while they are in store.
While the internet has become the pre-eminent focus of pre-purchase research for consumers, in store information and outdoor magazine reviews remain important touchpoints. In contrast, brand or retailer catalogues and word of mouth recommendations from family and friends are becoming much less influential.
Once in store, it appears that many consumers have already decided what products they will purchase. The survey reveals that their experiences in the retail environment rarely have an impact on their purchase decisions, suggesting both that the role of shop assistant is changing, and that there is an opportunity to do more at this stage of the retail journey.
However, Shaping the Future III does highlight some clear differences between age groups in the levels to which consumers can be influenced in their purchase decisions. It is insights such as this that the OIA believes will help its members as they make business development plans.
This year’s OIA research included sections that questioned consumers’ perceptions of and attitudes to outdoor centres and activity holidays. Most people who were surveyed expressed an indifference towards outdoor centres and opinions about them that are out of line with the reality of what a contemporary centre offers. Similar views were expressed about activity holidays and for organisations operating in both sectors, Shaping the Future III offers some clear pointers about how they can better connect with target consumers. This latest phase of the OIA’s ongoing research programme was managed by Profile Outdoors Ltd, with the help of Berghaus, The Camping and Caravanning Club, Hi-Tec, TGO and Trail Magazine. Shaping the Future III is being distributed free of charge to all OIA members and will be available to download from the members area of
www.oia.co.uk, along with the detailed research data and the Tracking the Customer Journey supplement.
6 SGB NOVEMBER NOVEMBER 2010
Accapi UK extends team
Accapi has strengthened its core sales team with the appointment of several new staff. Andrew Carbin has added Accapi UK’s Ruff Wear to his enviable portfolio of brands. Andrew was recently named the top agent in Great Britain. Andrew will be joined by Iain Caird who is the new agent for Scotland handling both Ruff Wear and Nexus.
Further to the strengthened sales team, Lisa Hidderly has been appointed as customer service manager. Lisa, who has over 14 years experience in customer service, will oversee both customer and retailer services.
For more information about Nexus Energy Source please visit
www.accapi.co.uk or call 01207 291247
Merrell teams up with BBC
Not the broadcasters, it’s Breakthrough Breast Cancer. Merrell teamed up with the charity for Breast Cancer Awareness Month, to help the organisation spread the message that an active lifestyle could help reduce the risk of developing breast cancer.
Merrell has long championed the benefits of pursuing an active outdoor lifestyle and is perfectly placed to partner Breakthrough Breast Cancer to raise awareness among women, 47% of whom are unaware that regular exercise could help them to reduce the risk of developing breast cancer.
Nearly 46,000 women are diagnosed with breast cancer each year in the UK. However, the World Cancer Research Fund (WCRF) suggests via a recent study that “over 40 per cent of breast cancer cases in the UK could be prevented by making relatively straightforward changes”. These lifestyle adjustments include, “limiting the amount of alcohol [consumption], maintaining a healthy weight and being physically active”. Dr Caitlin Palframan, Policy Manager at Breakthrough Breast Cancer, says: "Taking regular exercise can help reduce the risk of breast cancer. Exercise can also help boost self-esteem, improve energy levels and feelings of wellbeing. It’s good to get at least 30 minutes’ moderate exercise five or more days a week as part of a healthy lifestyle." To help support Breakthrough Breast Cancer’s work and encourage women to be active, Merrell has created an integrated marketing campaign through producing a pink product range and tailored in- store promotional product messages. The campaign, which envelopes Breast Cancer Awareness Month, aims to generate awareness and communicate the charity’s key messages.
Merrell has leveraged its official outdoor partnership with a focus on selected pink styles from the women’s Siren footwear range, with 10% of the retail price being donated to Breakthrough Breast Cancer with every purchase.
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