Selling: The Shop Floor Trading Intelligence
Shop name: Barefoot Studio Location: Cowbridge, near Cardiff Owner: Paula Wooding and Karen Ingram Website:
www.barefootstudio.co.uk/www.barefootstudiostore.co.uk Opened: March 2005 Affiliation: None Number of staff: 4 Speciality: Nordic walking, Pilates
1. Not a lot of people know that... Over five years ago we became the UK's first specialist retailer for Nordic walking. We sell a range of Nordic walking products including Exel Nordic walking poles, Asics, Salomon and Aku walking shoes, Odlo Nordic walking clothing, plus hydration
systems, backpacks, socks; basically all things Nordic walking. We have British Nordic walking instructors who run classes from our store, which is a great way to bring new people in. They meet in the shop and usually after the session people buy poles, drinks bottles and other kit. It's a great way to cross-sell and create a really nice atmosphere in the shop.
2. How is the business finding current trading conditions?
December was really slow; the local area had very heavy snow which seemed to stop people shopping in the store and online. Business has really picked up this month though as January is always good for us as people want to get in shape, join our classes and get new kit for the gym. Nordic walking pole sales in particular have been great. We find that running classes from the shop has helped us compete with internet only stores that heavily discount.
3. What has been the greatest success for the business over the last 12 months? An odd success for us has resulted from the recession. We've found that a lot of people have been stopping their gym memberships and looking for other ways to keep fit. Exercising outdoors is becoming increasingly popular and Nordic walking seems to tick all the right boxes. So our Nordic walking classes and kit sales have been really good.
4. What will be the biggest challenge in the next 12 months?
Our biggest challenge in the current climate is competing with the 'big boys'. In many ways as an independent we can move quickly, reacting as the market changes, and offering great personal service. However we don't have the same buying power or reserves that the big chains do. We've learnt that you have to be so much more than just a shop. Specialising in an area of sports that is growing, like Nordic walking, also helps. We need to really watch what sells and what doesn't this year, we can't afford to have slow stock sitting around. That is making us a bit more ruthless, even if we like something, if it doesn't sell we have to move on and find something that does. If I had to choose a word for 2011 it would be 'dynamic'.
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www.sgb-sports.com Specialist Sport
Company: Exel Sports Brands Founded: 1960s Sport: Nordic walking Key Equipment: Nordic walking poles, spares and accessories Website:
www.exelpoles.co.uk
1. What essential information do retailers need to know about your sport and its equipment? Nordic walking is a rapidly growing activity in the UK which uses an action similar to the upper body action of cross country skiing. Exel are the original Nordic walking pole and are the pole of choice of British Nordic walking instructors. Exel Nordic walking poles are lightweight, made from co- wound carbon composite and
have specialist straps, grips and tips. Nordic walking uses 90 per cent of your skeletal muscle, burns 46 per cent more calories than walking without poles and is a complete body workout. Its popular with runners and triathletes as a cross training method, as well those new to sport.
2. What products does your company offer? Exel Poles offers Nordic walking poles, accessories, such as pole bags, gloves, backpacks and trekking poles
3. Why is your sport worth considering for retailers?
Nordic walking is one of the fastest growing activities in the UK. It brings a new market to sports stores and a customer who is likely to cross-buy other products. Our experience has been that a Nordic walker not only buys poles but trail running shoes, clothing, hydration, backpacks, etc. The target demographic is aged between 30 and 65, with 65 per cent of those partaking women. We are able to partner stores with Nordic walking instructors to create dynamic in-store events. This draws new customers to stores, builds customer loyalty and for the customer is more attractive than online shopping. Some stores have trained in-store Nordic walking instructors and run regular classes starting from their store. We offer great PoS, margins above the average for the industry and great support to our retailers.
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