Ski Press World Inc. - Index

Ski Press World Inc. - SIA Day 4 - Index

retail spotlight
Last year SIA announced its 2006/07 SnowSports Retailer
of the Year awards, presenting the annual accolade to eight
retail shops in seven regions across the US (Mid-Atlantic,
Mountain, New England, North Central, Pacifi c, South
Central and Southeast). Selected by suppliers and reps in
the snowsports industry, the winning shops were chosen
for their contribution to the growth of skiing, promotional
and marketing techniques, and overall success in the
snowsports marketplace. Our Retail Spotlight takes a closer
look at what makes these shops tick.
ASPEN, COLO.
In retail, you fi nd your niche and stick with it. Aspen Skiing Company’s 4 Mountain Sports/
D&E seems to keep fi nding them.
With 11 locations at the base of all four Aspen resorts, last year the company rolled out
a Women’s store and Beginner’s Magic store, and this year it’s opening a Kids’ store in
Snowmass. The Women’s store is light and airy and carries higher-end gender-specifi c
products, while Beginner’s Magic is solely for newbies, who can get a lesson, ticket and
rental in one package. “With the Women’s store, we actually identifi ed a market we didn’t
even know we had,” said managing director Derek Johnson. “We’ve given women their
own place to go without feeling intimidated.”
The newly discovered market is also extremely lucrative. Johnson said that members of Aspen’s
fashion-conscious set sometimes come in and buy seven pairs of $300 jeans at once.
The same sense of belonging applies to its Beginner’s store. “Beginners don’t feel anxious
in there at all,” said Johnson, adding that Aspen just invested another $1 million in the
operation. “It’s a laid-back atmosphere, and the lesson starts right in the store teaching
people how to carry their skis.”
This specialization doesn’t detract from the bread and butter. While the four-store, D&E
brand — which targets the young, aggressive market — was founded by Derek and Eric
Bergstrom in 1993 and sold to Aspen in 2001, the seven 4 Mountain Sports stores cater
more to the masses. “It was our two plus two equals six strategy,” said Johnson. “Combining
brands has helped us reach everyone.”
Aspen’s ownership, as well as multiple locations, also helps, giving customers free intermountain
equipment transfers and access to ski school programs and advanced sales. “Being
connected with the mountain defi nitely has some advantages,” said Johnson. “But we’re still
competing for the guest dollar like everyone else and have to deliver on service.”
For now, the stores seem to have the market covered between specialization and the
broader spectrum. But Johnson is also keeping his goggle-covered eyes open for even
more opportunities. “Four Mountains is defi nitely the meat of the Bell Curve, with our
more niche operations occupying either side of it,” he said. “We’re still missing the super
high-end segment, but that’s next on our list.” — EUGENE BUCHANAN
40 SNOWPRESS DAY 4 skipressworld.com/snowpress
What Makes
a Good Retailer?
AN INTERVIEW WITH REP
OF THE YEAR DANE STEPHENSON
Leading Edge Sports, Woodinville, Wash.; Northwest reps for Nordica USA,
Swix and Poc Helmets
Every year retailers throughout the country vote for SIA’s Rep of the Year
award, bestowed upon reps displaying insight, dedication and professionalism
in the snowsports industry. In this issue we take a look at 2007 winner Dane
Stephenson and his take on what makes retailers succeed in today’s market.
SELL WHAT YOU BELIEVE IN
Too many retailers just limp along with what they’ve always carried. Have
the confi dence to promote and sell what you believe in. The retailers we see
succeeding are the ones who are truly passionate about what they’re selling
and believe in it wholeheartedly. That comes across to the consumer.
FIND A BALANCE
Some shops just seem to plow along and do the same things everyone else
does year after year. It’s the ones who can fi nd a balance between being
willing to try new categories and products and sticking with the tried-andtrue
that are rising head and shoulders above everyone else.
CUSTOMERS ARE SMARTER, YOU SHOULD BE TOO
Today’s consumers have more access to technology and information than
ever before, and the Web’s playing a bigger role in their purchasing decisions.
Do your own homework by attending retail workshops throughout
the country hosted by such groups as SIA and Leisure Trends. These groups
also conduct a lot of consumer research, which can clue you in to what truly
motivates today’s buyer.
DON’T BE AFRAID OF THE BIG BOX
Looking around at today’s marketplace I see a big resurgence in specialty
shops. Larger chains seem to have had their day in the past few years, but
we’re now seeing specialty shops able to compete with them and even beat
them in certain areas. There are a lot of factors behind this, but again it boils
down to being passionate about your products.
IT’S NOT ALL PRICE POINT
Manufacturers are increasingly placing minimums on their orders, so it’s rare
for a big shop to get that much of a leg up price-wise over smaller shops.
This puts everyone on a level playing fi eld as far as price, meaning you have
to focus on what you can do better. This can manifest itself in everything
from customer service to your shop’s atmosphere. A lot of shops tend to lead
with price as a main selling point, but in reality it’s often the last thing we
talk about. An SIA study shows that people keep their gear for an average of
seven to 10 years, so even a $600 product comes out to just $.35 per day.
BUY MORE OF WHAT’S SELLING
The biggest mistake we see retailers make is buying something that sold
10 years ago, but now just sits gathering dust and takes up valuable opento-buy
space. Pay attention to what’s selling now, not just to what’s done
well in the past. — EB
VOLVO — OFFICIAL CAR OF