Ski Press World Inc. - Index

Ski Press World Inc. - SIA Day 2 - 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.
For a retail operation not solely reliant on gravity-powered snowsports, Amsterdam, N.Y.’s
Alpin Haus sure has the market dialed. While boat and snowmobile showrooms occupy
the majority of the store’s 100,000-square-foot facility, it’s still the largest ski shop in New
York’s capital district. Ski department manager Jamie Georgelos credits this to customer
service and a homespun family atmosphere. “People drive 40 miles to buy skis from us,”
he said of his 20-employee department. “Our mission is that everyone is family in our
house. Whatever decision we make, as long as we’re treating the customers like family we
can never be wrong.”
Of course, this family emphasis is easier for Alpin Haus than it is for most retailers. Founded
in 1964 by Bud Heck out of a lifelong passion for skiing, the store is now co-owned by his
sons, Andy and Greg. They place a high priority on customer satisfaction and price, priding
themselves on the Good Egg Price Protection Guarantee, which guarantees the lowest
prices in the US All customers have to do is show proof of a store with a lower price within
30 days of their purchase, and Alpin Haus will refund the difference. “A lot of people buy
from us because of it, but not many have ever taken us up on it,” said Georgelos. “A lot
of retailers say they have the best prices, but not many put it in writing.”
The store also actively encourages its customers to ski. Buses depart from the store regularly
at 7 a.m. during the ski season to shuttle customers to the slopes, and the store sponsors
the country’s longest-running ski expo every year — Albany’s New York State Ski and
Snowboard Expo — which last year saw 18,000 people over three days. “The key is keeping
your customers’ interests at heart and listening to their needs,” said Georgelos. “You
shouldn’t put them in what you want them to be in, but in what they should be in. People
come in all the time thanking us for not over-selling them.” — EUGENE BUCHANAN
46 SNOWPRESS DAY 2 skipressworld.com/snowpress
What Makes
a Good Retailer?
AN INTERVIEW WITH REP
OF THE YEAR NICK PACHMAYER
Brands: NJP & Associates, Shorewood, Minn; Nordica, Kombi, Uvex Sports
and Select Sport Bags throughout nine states in the Midwest.
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 Nick Pachmayer, 38, and his take on what makes retailers succeed
in today’s market.
ADAPT, ADAPT, ADAPT
Retailers that adjust to today’s different customers — from twin tip skiers
to snowboarders and telemarkers — are the ones who are succeeding.
With the Internet at their fi ngertips, today’s consumers are smarter than
ever. Even intermediate, 30-day-a-year customers are savvier than they
used to be. You can’t treat them like idiots. We all have to be a lot smarter
about how we do business with them.
MAKE YOUR PITCH COUNT
Customers are used to the 30-second sound bite. That’s all the time we
have to get a clear, defi ned message across, so it’d better be good. Otherwise
your customer is going to move on. Luckily, if you get the customer in
your door there’s the expectation of a willingness to listen. But you have to
make it count and answer two things: what’s going to make that customer
return, and what’s going to make him want to buy something?
A TOUGH ROAD TO HOE
My family owned ski shops, so I was selling at retail as soon as I could
see over the counter. I also worked as a sales associate for Rossignol and
Salomon before becoming an independent rep. I’ve seen it from all sides
and it’s not getting any easier. The landscape has gotten harder, with
consumers getting pulled in more directions than ever. The weak retailers
have gotten weeded out.
SET YOURSELF APART FROM THE PACK
You can service and sell all facets of the business, but you have to give
your customer a reason to buy and come back, and to tell their friends why
they had such a good time in your store. A few stores have fi gured that
out, and they’re the ones who are still around. We’ve had dismal weather
for the past six years in the Midwest and yet there are still a number of
retailers that are expanding. They’ve created a better level of awareness
among their customers.
SUPPORT BRANDS
THAT SUPPORT THE SPORT
Consolidate down to the companies that truly matter to your bottom
line and the reps who have proven to be true partners. Retailers often
get wrapped up in ancillary products that don’t do much for profi t or
help grow the sport. Be conscious of brands that promote the sport as
well as your business. Make sure reps are helping promote your business
as well. — EB
VOLVO — OFFICIAL CAR OF