selling shop floor Shop Spotlight
Shop Name: Sportology Location:
........................................SuttonColdfield(North of Birmingham)
Owner:
.............................................PaulandClaireWright Website:
..........................................www.sportologyonline.com Date Opened: ..............................July2005 Buying Group Affiliation:
..STAG
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Unique Selling Point? Staff knowledge, trained to
not just sell, but advise, educate and not up-sell but get the right product for the right player. The vast majority of our customers are repeaters. Our shop offers good facilities with a dartboard and hockey astro testing area as well as car parking and a premium high street location. We only specialise in strong local sports like hockey, cricket, rugby and darts rather than ‘dip our toes’ into other sports. This gives us an edge over other sports shops whose range is not as large as ours.
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How are recent trading conditions?
Stable. Our new shop has increased our footfall but players are downgrading their choices to suit tighter budgets.
What recent supplier initiatives have been
successful for your business? Finally - after 6 years of asking - the cricket suppliers have some point of sale materials, but we are still waiting for hockey and rugby suppliers to follow suit. Ordering online is useful as it gives customers accurate stock levels.
Specialist Sport Sport: Spearfishing
has increased our footfall but players are downgrading their choices to suit tighter budgets
Our new shop 4 5
sport and its equipment? Traditionally spearfishing has had a stronger following in the south west of England more so than anywhere else in the UK. But in recent years with the introduction of Youtube, we have seen sales and market growth in spearfishing right across the UK.
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What is spearfishing? Spearfishing is an ancient method of fishing that has been used throughout the world for millennia. Early civilisations were familiar with the custom of spearing fish from rivers and streams using sharpened sticks. Today modern spearfishing
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SGB-SPORTS.COM
makes use of elastic powered spearguns and slings, or compressed gas pneumatic powered spearguns to strike the hunted fish.
2
What essential information do retailers need to know about your
Why is your sport worth considering for
retailers? Spearfishing is not only fun and a great way of staying fit; it’s also profitable for the end user if they net a good catch such as a seasbass for example. It’s also a sustainable and responsible method of fishing to which some restaurants will only buy line and spear caught fish.
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What demographic does it appeal to? Our main demographic is in the south west of England but the
sport is growing in other regions in the country.
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How is the sport trying to appeal to a
larger audience? Spearfishing is not trying to appeal to a larger audience; growth is organic through a range of social media websites. As we are currently a very small sport, there are limited advertising budgets available for us to appeal to a larger audience. We have to rely on word of mouth and a variety of social media outlets.
How can suppliers improve their service? Suppliers should use retailer knowledge a little more when designing new products and initiatives. We know what sells and what customers are looking for. Closer interaction with retailers would be beneficial for both parties.
Will the Olympics increase trade?
We only expect an increase in our hockey trade if our teams win medals. We may do well in swimming and will stock accordingly.
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