The outdoor side of the active sports lifestyle market scored a big win with consumers when compared to their competition in the full-line sporting goods segment.
A recent study conducted by The SportsOneSource Group designed to assess the current buying habits of the American public found that price has become the number one motivating factor in determining where to shop for sporting goods or athletic footwear and apparel. However, respondents then ranked outdoor retailers from both the hunt/fish/camp and hike/climb/paddle segments more favorable overall when purchasing or re-visiting a particular retailer.
The survey, conducted via the Internet in June, sampled a cross-section of the American population ages 18 to 65. A broader top-line review of the study will be made available in the SGB Annual Retail Report due out in mid-July and the full study will be available in early August. SOS will also break down smaller reports by retailer, region and key demographics.
Approximately 55% of the respondents were female and 45% were male. The mean age of the respondent was 44.1 years of age. The use of the Internet as a survey vehicle skews the demographics to be a bit more white, educated and affluent, which makes the emphasis on price all the more intriguing, but also may explain the stronger favorable rating for the outdoor specialty guys. The demographics of the respondents also runs counter to how conventional wisdom views the consumer of the big-box outdoor chains. The fact that women were once again the majority of respondents makes the list of retailers receiving top honors all the more interesting.
Based on the SOS survey, 68% of respondents said that price was a key reason for visiting or shopping at a particular retail store. Product availability ranked a close second at 64% of the total survey group. Location was third at 48%, while an informed, helpful staff was cited by 43% of the respondents, and warranties offered with purchase was the fifth most cited reason at 29% of the total. This indicates a real shift from the SGB Retailer Assessment Study published in October 2006, when convenience of location was mentioned most by respondents as a key influence on where to shop.
Outdoor retailers took the top five spots when assessing the average overall rating of the top retailers mentioned in the study.
The main driver of a consumers higher rating for these retailers appeared to be linked to quality of product and a knowledgeable sales staff. That distinction is not surprising as consumers that shop at these locations are generally seen as more committed to a particular activity and appreciate the access to a retail sales staff that tend to be end-users as well.
The main driver of a consumers higher rating for these retailers appeared to be linked to quality of product and a knowledgeable sales staff. That distinction is not surprising as consumers that shop at these locations are generally seen as more committed to a particular activity and appreciate the access to a retail sales staff that tend to be end-users as well.
Bass Pro Shop had the top overall rating for all retailers reviewed in a number of key areas of focus such as price, product and staff. REI followed with a close second and Cabelas had the third highest rating. Sportsmans Warehouse and Academy Sports & Outdoors had the fourth and fifth highest overall rating, respectively.
The REI consumer tended to have a higher income, more education, and skewed towards more females than the survey as a whole. Consumers rated the retailer higher than the group overall when assessing availability and quality of product, customer service and a knowledgeable sales staff, and the likelihood the consumer would continue to shop at a specific retail store brand. The retailer lost points for price and convenience of location.
The big-box outdoor retailers also rated higher than the average when assessing product and retail sales staff, but rated a bit higher than REI in the price category. Convenience of location was also a challenge for this segment.
The SportsOneSource 2008 “How America Shops” study will be available in early August. The full report is over 250 pages, but can be broken down into specific retailer data, such as how a consumer that shops at one retailer rank that retailer against its competition in a number of categories.
For more information on the study, including the customization of the data for a specific project or report, please contact SOS Research at 704.987.3450 x110 or e-mail to: Research@SportsOneSource.com.
