Selling: The Shop Floor Trading Intelligence
Shop name: Foot Traffic Location: Bolton Owner(s): Paul Freary Website:
www.foot-traffic.co.uk Date opened: October 2002 Buying Group: None Number of staff: 3 Specialty Sold: Running
1. Not a lot of people know that…
With a background of 30 years as an athlete and 10 years working in specialist running within the sports trade I felt very well placed to open my own store. I had the aim of
utilising video gait analysis for every pair of shoes we sold and was one of the first specialist stores in the country to do this, something which was taken on board by several brands and now many other specialist stores. As an athlete I was a sub-four minute miler as well as World Masters Half Marathon champion and represented England on the track, road and cross- country. My father was British 10,000m record holder.
2. How is the business finding current trading conditions?
Each year presents new trading challenges; the VAT increase hasn't had as big an effect as we thought it might. The summer months tend to be a little quieter but we now plan for this slight dip and are able to cope well.
3. What has been the greatest success for the business over the last 12 months? To have been trading in Bolton now for almost eight years, we have been in business longer than any of the previous specialist running stores the town has had over the years. Remember Bolton is a one of the largest towns in Europe and we've hosted a marathon that was bigger than London for three years. We are a town steeped in running heritage, the home of Reebok and Walsh. We are very proud to be the home of running in Bolton.
4. What recent supplier initiative has been successful for your business?
I think the work Puma has been doing with the specialist running stores has to be commended; it has been making great running shoes longer than many of the other brands and continues to support specialist retailers, as well as produce good products at very competitive prices. Its £70 and £75 shoes are great.
5. What will be your biggest challenge in the next 12 months?
The biggest challenge in the next 12 months will be to continue to support runners with well priced products. Many of the 'core' models are now creeping close to or over £100 and I've thought for a long time that that was a 'ceiling' for the majority of customers. Luckily there are still great shoes available under that price point and I think the competition will be to win this sub-£100 or sub-£80 market. We also hope to continue to grow year-on-year as we always have and look to expand and develop the business in the Greater Manchester and Lancashire areas.
20 Specialist Sport
Company: Hutchinson Sports Founded: June 2010 Sport: Tramp-it jump shoe Key Equipment: The jump shoe Website:
www.hutchinsonsports.co.uk
1. What is the product? It’s a running jump shoe, very similar to the equipment used by paralympians which can increase the wearer’s ability to run and jump. Each boot has a feature to extend to three sizes and features the latest buckle and shoe lace design. The spring has a non- slip grip and there are three power settings whether it is set in running or jumping mode.
2. What is the market for the product? It is ideal for 7-18 year olds, however adults seem to love it too.
3. Why would retailers be interested in stocking it? It offers excellent margin and is a ‘must-have product’. The shoes look fantastic and provide an addictive and fun way to exercise. In a survey of 250 boys and girls before last Christmas, all of them said they wanted the product. Parents also thought it was an excellent way to promote fun and exercise and tear the kids away from the TV or computer games. In the UK there are over nine million children aged between seven and 17 so we expect huge sales.
4. What aftersales services do you offer retailers? We offer our retail partners a full suite of customer services, give them promotions and much more. Situated near Gatwick, Hutchinson Sports is a fast growing distributer of innovative sports equipment and footwear. Our mission is to source and distribute new and exciting sports and fitness equipment of the highest quality and value. We don’t deal in the run-of-the- mill everyday sports equipment. We’re about providing your outlet with cutting edge sports technology, meeting the demands of your customers. This has started with Tramp-it.
www.sgb-sports.com
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