Ski Press World Inc. - Index

Ski Press World Inc. - SIA Day 3 - 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.
If ever there were a family-run ski shop, it’s New England’s Ski Haus. Six family members
run two stores — a 16,000-square-foot shop in Willington, Mass., and a 24,000-squarefoot
store in Salem, N.H. — from co-owner Wayne Pilla’s 14-year-old daughter, Lily, to his
mother, Helen, who carries the affectionate title of Big Cheese. His wife, Kelly, is the clothing
buyer; his brother, Steve, a co-owner; and son, Zach, works wherever they put him.
“Being a family business gives you a vested interest in things being done the right way,”
said Wayne. “We believe in the trickle-down theory. If you treat staff like family, they treat
customers like family.”
It helps, of course, if you also ski religiously. Wayne’s two uncles, John and Mike Elia,
founded the operation in Willington in 1965 by lining skis up in the bread aisle of their
family grocery store. When the store got its liquor license, the skis had to go, so they bought
he house next door. With the Salem store opening in 2004, the two stores combined
now carry wares from 25 hard goods and 30 clothing manufacturers, and employ up to
100 people. “We ski, and we encourage our customers to ski,” said Wayne, whose staff
spends an entire day testing skis at an annual demo day at Stratton. But he also knows
that service is even more important. “The most important thing we do is make people
comfortable out on the slopes,” he said. “It’s easy to sell a boot a size big, but it’s better
to do it right and have a return customer.”
Boots, he adds, are a big part of their business. “The one thing that can differentiate you
is boot-fi tting,” he said. “We have customers who have made us their exclusive shop just
because of that.”
The friendly, family atmosphere doesn’t hurt either, nor does the entire family’s unbridled
passion for snowsports. “People attach to us and become part of the family,” said Wayne.
“If you love what you’re doing, it comes across to the customer and that’s better than
all the merchandising, advertising and training you can throw at it — well, short of a
snowy winter.” — EUGENE BUCHANAN
40 SNOWPRESS DAY 3 skipressworld.com/snowpress
What Makes
a Good Retailer?
AN INTERVIEW WITH REP
OF THE YEAR PETER KIDD
Brands: Scott USA, Boeri, Elan Skis, Dalbello Boots
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 Peter
Kidd, 50, and his take on what makes retailers succeed in today’s market.
MERCHANDISING IS EVERYTHING
Product presence is important. Don’t line skis together against a wall — it
creates a sea of confusion to customers and they can’t tell what is what.
Create a section for every category. Separate men’s skis from women’s skis
and twin tips from kids’ skis. Merchandise other products in with the skis
(i.e. put junior boots in with kids’ skis).
TRY SOMETHING NEW
I have a friend who applied the green/blue/black system to all his retail
products. He put green circles on beginner items, blue squares on mid-range
products, and black diamonds on more high-end products. He did it on
everything from gloves and poles to outerwear and skis. He said his customers
were way more dialed into each product’s position.
GET CREATIVE
A store in New Hampshire was slipping, but now the owner’s son has taken
over and it’s doing great. The key is that he’s full of piss and vinegar and
has injected new enthusiasm into it. The fi rst thing he did was host a movie
premiere with two bands, and he even got vendors to support it. He turned
on 300 people to a movie and party while other stores were just sitting there
not doing anything.
FRESHEN IT UP
Don’t let your store get stagnant. Many older shops look exactly like
they did 30 years ago. Put in new carpet more than once every 20 years.
Some New England stores still put those little wood shingles over their
skis — it’s the same merchandising look they’ve had for two decades. Try
something different. Keep your shop looking updated by modernizing
and refreshing your look and you’ll stand a better chance at succeeding
in today’s market.
GET WITH THE TIMES
Not all brands that were hot once are still hot. Go with what’s selling now,
not just with something that you’ve been carrying forever.
DISPLAY ENERGY TOWARD
YOUR CUSTOMER BASE
Do more to obtain new customers than just running ads in your local paper.
Organize grassroots events. Host ski trips that include a bus ride, breakfast
and lift ticket; stage waxing and tuning clinics; host movie premieres and
other events that draw in existing and new customers. Actively encourage
camaraderie among skiers and go out of your way to introduce customers
to your store. — EB
VOLVO — OFFICIAL CAR OF