selling swimmimg
Retail initiatives turning the tide
Alex Fordham speaks to Zoggs David Annand about the brands initiatives to educate shop staff
W
ith 2012 likely to be important for swimming and sport in general due to the
impending summer Olympics, naturally there is emphasis on what products are being released by the trade to try and take advantage of the games. To try and boost sales, a variety of Olympic style products have been released. However, so far little mention has been made of how ‘Olympic fever’ can be turned into sell through of products in store. With 2012 likely to be important for swimming and sport in general due to the impending summer Olympics, naturally there is emphasis on what products are being released by the trade to try and take advantage of the games. To try and boost sales, a variety of Olympic style products have been released. However, so far little mention has been made of how ‘Olympic fever’ can be turned into sell through of products in store. Zoggs, international sellers of swimming goggles, training aids and swimwear are one brand investing time in ensuring shop staff are suitably trained and knowledgeable on Zoggs products.
“We have 10 area
representatives whose job it is to enter stores and provide workshops training to staff on the latest products,” said Zoggs UK Marketing Manager David Annand. Although in theory a good practice, the nature of retail trading means that staff are often part time and may miss the area representative training. Zoggs has subsequently launched a tent card campaign to try and act as a useful sales tool that provides information for both the consumer and retailer. “Our tent card fact sheet act as a useful tool to educate both customers and staff on Zoggs products,” says Annand. “There are 3 sheets which act as a step by step process to purchasing goggles, swimwear and information on Zoggs’ Learn To Swim Campaign. Information is in an easily digestible format and free of jargon to make both the sales assistants job easier as well as the customers understanding of the products on offer.” For instance, advice is offered on purchasing a pair of Zoggs goggles.
The focus is on the fit of the frame as opposed to the goggles strap with customers advised to try on 3 or 4 pairs, much as the same as if trying on a new pair of shoes. The importance for Annand is the ‘touch and feel’ aspect of selling.
been proven that there is a 30% more likely chance of a customer buying a product if they can touch and try on a product.
It has
“It has been proven that there is a 30% more likely chance of a customer buying a product if they can touch and try on a product. This is crucial with regards to swimming products and particularly goggles, where an individuals face shape differs from person to person.” Like many others brands in the swimming market, products have been released to try and capitalise on the Olympics. Available for juniors, the Hero goggles in red, white and blue are likely to be a key seller for the company this summer. However, Annand is keen to state how the brand is anxious to implement an Olympic legacy that extends far beyond the summer. “We are running a series of free ‘Ocean
of Fun Days’ for kids to try and help grow the brand and more importantly teach them that there is more to the sport than lane swimming. These events involve professional athletes such as Jo Jackson and Ross Davenport teaching youngsters water polo, synchronised swimming, CPR and a range of other activities.
The Fun Days have been a great success so far and we plan to extend the scheme well into 2013.”
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