Setting up your shop
Steven Covey,
Author of "Seven Habits of Highly Effective People" states, "Begin with the end
results in mind". In operating your retail sales, you should always ask
yourself the following questions.
1) Will this produce profit?
2) Does it
enhance value to your guests?
3) What do
your customers want?
Let's look at where you start, considerations in selecting a
supplier and what items should you sell or rent.
You don't have to spend a lot of time or money to start and run your
retail operation. Some suppliers can set you up with as little as a three dozen
shirt minimum and deliver in less then a week. A little bit of effort goes a
long way. Don't do a half ass job. Make a commitment to be in the retail
business. The most important thing is that your guests know you have products
and have ample opportunities to purchase them.
Make sure your store or sales area is centrally located. Many river
rafting companies pick-up and drop off guest in front of the camp store.
California based Adventure Connections bus driver staffs the store, giving the
driver more hours and freeing up the guides to do what they do best; guide. If
you don't have the space or resources to create a special building, portable
display racks from wood lattice are inexpensive and can be used outdoors. Your
sales rep or supplier should be able to offer additional advice.
Choosing a Vendor
Corky Collier,
Director of CBOC Whitewater on the American River in California was buying from
a local vendor. Corky said the prices were good, but the turn around was four
months and quality control was poor. Mid season, CBOC ran out of stock and
sought out Pennsylvania based Ohiopyle Prints which he had met at America
Outdoors' annual Confluence tradeshow. The most important thing is turn around
time and quality control.
Scott Bortree, a partner with Ohiopyle thinks the four key elements
in selecting a supplier should be service, price, design and availability. He
felt a good supplier can act as an inventory source as well as advise you what
items are hot sellers. Rob Worthington, president of Huge Sportswear agreed,
"Turn around, inventory and a good fun tee-shirt. Tee-shirts are the way to go,
because everybody's got a $20.00 bill on them." Selecting what to sell, timing
and who to buy from can make a big difference in your profits.
How to pick products
Selecting enticing
shirts, hats, shorts, eye straps, etc. that will sell can be a challenging
ordeal way outside of your areas of expertise. Scott from Ohiopyle observed
that the most successful buyers for stores had been around a few seasons, knew
their clientele, the trends as well as the timing of their business. Work with
your suppliers and reps for good advice. In the high water season, "No Fear "
or "Extreme White Water" shirts will sell well to thrill seekers. If families
and church groups are your typical guests, something more mainstream is
suggested. Rob, with Huge Sportswear gets a little frustrated when, for
example, a bookkeeper for an adventure travel company suddenly becomes a
fashion consultant. " We don't tell you how to run rapids, don't tell us how to
design shirts that sell" Industry professionals want you to be successful.
Listen to their advice, fashion is always changing. According to Janice
Marzlin, with Santa Rosa, California based Bright Ideas, a promotional product
supplier; people want quality, not quantity. She also concurred, "Get friendly
with your promotional person. Find out what's hot."
Trends in wearable for '99
The trend
towards casual in the workplace will cause a increase towards upscale, quality
wearables. 100% cotton, brushed cotton twill, denim and a new fabric, Tenecol
lyocell, a all-natural fiber that feels like silk, yet has the weight of cotton
are the best selling fabrics. Art formally dominated as the #1 item. The
quality of the garment and matching the art with the garment is now as
important to your guests.
Earthtones, tans, shades of greens( spruce, hunter, olive) are
growing in popularity as well as traditional colors red/white/ navy or
black/khaki/white. Matching colors to art is important. When designing your
artwork and logo, know how you are going to use it and the best combinations of
fabrics and colors. Retail malls are a good source to evaluate future trends.
15% of your stock should reflect "mall trends" and the balance should represent
your clientele tastes.
Rentals
Corky made a 100%
return on a $5000.00 investment for wetsuit rentals and the storage building
his 1st year. "It definitely paid for itself and was a good investment", stated
Corky. Besides adding a lucrative new profit center, rentals provide added
value to your guests. At the end of a couple of seasons, CBOC makes space for
new inventory by creatively renting the wetsuits for $15.00 per day or selling
them to guests for only $20.00.
Merchandising
Unlike equipment,
clean rooms, food and service; if you are not doing a good job in retail,
nobody's going to complain. Only your potential profits suffer. Jack Wise, CEO
of Wildwaters, Ltd. averages a 3-to-1 guest to sale ratio with an average
sale-per-head of $3.50 - $7.00. Industry average is a $6.00 to $8.00 or larger
sale per head. If your not meeting or exceeding this you are missing profit
opportunities.
Invest in store fixtures to professionally display your products.
Lighting, store space and location, traffic flow, music and staff make a big
difference. Customers often come in groups, make sure to have adequate space.
Always display the apparel face out. Waterfall display racks or clothing
"flown" from the ceiling above the inventory work well. Check your inventory
weekly to see what's' selling and what's' not. Don't sell out of cardboard
boxes. If your guests can't see it, it's not going to sell. At the Denali
Backcountry Lodge in Alaska, guides subtly remind guests before departure "This
is a good time to hit the store"
Creative Alliances
Jeff Greiner,
Marketing Director with Wildwater told me about their Adventure Centers
partnerships. These are collaborative cross-promotion efforts with local
resorts. Wildwater leases space and provides a wide range of products and
services - travel books, apparel, maps, bike and raft rentals, guided fishing
and raft trips. Wildwater is the on-site outfitter to the resort guests and
Wildwater can promote lodging to their adventure travel clients. All parties
win and prosper. What opportunities are there to create strategic alliances
that enhance your profits?
Guerrilla Promotion Secrets
Let
your staff and clients do your selling. If your staff are all
wearing company shirts, it gives your business a professional
look. And everybody wants to look cool, like the guides. In
a pre-tradeshow mailing to nearby clients and prospects, offer
a prize (a shirt) for anyone showing up at your booth wearing
your company shirt. Dozens of people walking around in a trade
show wearing your company name is good and a perfect time to
sell your previous clients and their friends a new adventure.
Utilize your web site to sell your company apparel.
Don't be afraid to jump into the retail or rental game. There are
substantial profits to be made. Look around and see what creative alliances can
be formed. By offering additional products and services to your clients you are
not diminishing your image or value. You are enhancing it.
Tim Warren and Adventure Business Consultants, has helped dozen's of
adventure travel business just like you create new sources of revenues or
enhance them with retail sales and strategic alliances for outfitters, agents
and outdoor education.
