selling shop floor
LIFE ON THE ROAD
Lee Crocker, International Sales of Petron Sports 1
What is your background within the sports industry? I joined Petron in January 2011 after working for myself in the Novelty Sporting
Market. This included trading in products such as signed memorabilia, football licensed board games and framed pictures of football stadia.
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that suit all budgets and retailers do not have to invest a large sum to get involved with archery
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SGB-SPORTS.COM
What does your day-to-day role Petron involve? As International Sales I truly look after the World! We have just implemented a
new global strategy which means that each category of Petron is distributed into the correct channel through the correct distributor. This has been a major success for the brands we operate and also the distributors that we work with in all countries. Other than strategy I have input on pricing, selling, attending trade shows and when needed I get involved with picking, packing, wrapping and strapping the orders that need to go out.
How would you describe the current economic climate in the UK with regards to the archery trade?
It is on the increase. This year we have seen a dramatic increase in people wanting to take up the sport with membership doubling with Archery GB. Our new Stealth packaging has also had a positive effect within store, coupled with the new products that we have just launched (Stealth Leisure Bow Kits and Shoot Through Recurve and Compound Bows).
Has or will the Olympics have any impact on trade? I would say that the Olympics did have a positive impact on the sport, primarily
due to the elimination rounds taking place before the actual opening ceremony; the sport got a lot of airtime and as there wasn’t any choice, people watched it.
Are there any fundamental mistakes some retailers are making when selling archery products?
I wouldn’t say mistakes! I would say that some retailers are possibly not carrying a range or possibly trying to go for the archers who are already established and buying from the professional archery companies. We have products that suit all budgets and retailers do not have to invest a large sum to get involved with archery. We have developed a programme for Building Archery Awareness and if any retailer would like this then they can email me at Petron for the documents. I also believe that retailers think that they have to be an expert to sell archery.
However, the best route for retailers is to go for the customers who are looking at entering the sport.
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What new products can the trade look forward to? We have just launched Stealth (30 products in total) and the plan for 2013 is to build within the current retailers and try and work with new retailers to ensure that the sport continues to grow. We have three pistol crossbows and one Compound Crossbow being launched in 2013, but this is generally for the European and US market. In 2014 there are plans for four new products, but I can’t tell you at present! SGB
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