selling darts
stepping up to the oche?
retailers Are
Alex Fordham gets the inside trade on the darts trade to find out whether the sport can maintain its recent growth
How has the take- up been on the 2012 product range?
Ian Flack (Winmau) We designed a lot of the products with distributor, retailer and player input to ensure that we captured what the market really wanted. One of the biggest risks was the Laser Oche. You never know the real response until it gets into the market, but it has been a runaway success. The supplement we launched in September (containing six new dart ranges and a range of accessories) has also proved a winner in the lead-up to Christmas.
David Broughton (Unicorn) Take-up has been excellent but we would say that wouldn’t we! However it is true.
Matt Gillewicz (Target) As a company we have exceeded expectation and now believe we have overtaken a couple of darts brands as both the retailer and consumers number one choice. Having the current PDC champion in Adrian
Lewis and the increasing popularity of Dave Chisnall on our books has also ensured positive sales growth.
Robert Pringle (Harrows) We have had a successful 2012 as expected. Take- up has been good with a positive sell-through. This leaves us in an excellent position to successfully launch our full catalogue for spring/summer 2013.
What would be your top tip to retailers to help improve their service and sale of darts products?
Gillewicz- These days darts players spend a lot more and are regularly changing equipment. Retailers could look to implement a “try before you buy” initiative where customers can try out new products just like some golf and cricket retailers have succeeded with. That personal touch could help to foster repeat business. Broughton- Retailers shouldn’t be afraid of higher pricing points if they’re supported by new technology and materials.
Pringle- My top tip would be to make sure retailers are never out of stock with accessories. Accessories can provide darts retailers with a useful way of ticking over revenue and keeping them one step ahead of the multiple retailers. Flack- Dart retailers could really benefit from finding out a small amount about their local darts community, and how they can help them get what they need. There is still a great advantage in feeling and trying a set of darts before you buy them, so physical stores can really take advantage of this with local players and maybe having a board up in the shop.
What new products can the trade look forward to in 2013?
Flack- We have lots of different ideas in the pipeline, and our 2013/14 portfolio will contain a few surprises! Most of these products are still in the development stage, but we can reveal that there will be a range of current Lakeside World Champion Christian Kist’s darts equipment in Q1. Broughton- The Eclipse
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