industry Paul Sherratt Here are some thoughts to get you started:


The Brands • What brands are you stocking? • Do you need them all?


Key question: Are you making any money from them or simply continuing to purchase in order to keep your trading account open?


The Sports • What sports are you focussing on?


It is clear that providing an ‘all things to all people’ style sports shop’ these days is incredibly difficult. The artisan butchers and bakers of the sports trade are thriving – the specialists who provide a great range of products and brands, quality service, fair pricing.


Review your own operation in these terms and see where you are on the scale.


The Staff • Are they motivated?


• Do they have clear goals and objectives for 2016?


• Do they have all necessary skills or do they require more training?


• Can any of your suppliers assist? Most will offer product training.


The Store • When customers walk into the store what message does it convey? • Are products clearly displayed? • Does the store look tidy (or is it full of boxes as I so often see) • Are products effectively merchandised? • What message does the shop window give? Are prices displayed? • Are there any calls to action? Offers, sales, checkout candy?


Key question: Does your sports retail environment reflect the shopping environment that consumers expect to find in the sports store of 2016?


The Finances • Are you getting the best margins from your suppliers?


Ask the question of each and every one of them and find out what you need to do to improve your trading terms.


Find out what help they are prepared to give you to achieve this growth and explore retrospective discounts or marketing contributions.


Resolution or Revolution


Having completed this review, it will be up to you whether you believe the business simply requires some new business objectives (Resolutions) for 2016, or whether it needs more drastic action (Revolution) and a complete change in strategy.


The Online Presence • Does your business exist at all online? • Do you engage in social media?


• Do you have plans to move forward in this area in 2016?


Over the next few issues of SGB, Paul will discuss in more detail topics that may have been flagged up in your business review. SGB-SPORTS.COM | 29


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