COVER STORY
standard of our shops in general was much higher than in the industry at the time and customer service was better.” In tandem with a strong customer focus in its physical out-
lets, Boylesports has embraced the potential of the internet, which Boyle says involves a totally diff erent set of people. “We put our fi rst site online in 2002 and it’s only in the past
couple of years we have focused more on it. I had been totally locked into retail myself. T ere seems to be serious potential online – it seems to be very easy to attract 5,000 new custom- ers a week.” Boylesports has expanded its head offi ce to incorporate
online and employs 20–25 people on that side of the business. Over the years, it has invested at least €10m in developing and growing this area, he says. “We’ve been looking at the best online companies to see
what they’re doing and try to mirror their success. We’re not inventors. Making a breakthrough online can make a huge dif- ference to profi ts.” Boyle acknowledges that his early experiences in the previ-
ous recession have stood to him this time round. “We have been tightening everything up all the time. We
don’t spend foolishly – only where we can be successful and make a profi t. You have to expect good summers and bad win- ters in business. You have to be a strong swimmer – it’s easy to swim with the tide, but when it turns you’ve got to be strong. I’m sure more opportunities will knock for Boylesports and if they’re the right fi t for the company, we’ll grab them.”
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