Fall - InsideOutdoor Magazine
Fall - InsideOutdoor Magazine
Fall - InsideOutdoor Magazine
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Data Points<br />
Numbers Worth Noting<br />
by Martin Vilaboy<br />
Uptick of In-store Pickup<br />
According to the e-tailing Group’s most recent cross-channel<br />
study, “buy online for pickup in-store is definitely becoming more a<br />
part of stores’ culture,” says Lauren Freedman, e-tailing president.<br />
A primary appeal for consumers is the free shipping to stores,<br />
which 96 percent of surveyed retailers now offer compared to 92<br />
percent last year. Efficiencies within the store, such as the pickup<br />
location more frequently being at the customer service area and<br />
more related in-store signage, are further evidence of the feature’s<br />
integration within the brick and mortar environment.<br />
Nonetheless, more merchants appear to be stocking<br />
products centrally, and that means more time needed to ship<br />
goods to designated stores, suggest the findings. Last year,<br />
73 percent of merchants surveyed offered same day pickup<br />
versus 54 percent in the third quarter of 2008.<br />
In-Store Pickup Experience (% of surveyed merchants)<br />
3Q 2008 3Q 2007<br />
Pickup Location and Type<br />
Designated pickup counter 37% 45%<br />
General cashier 42% 43%<br />
Customer service area 21% 12%<br />
Designated Counter<br />
Easy to find 79% 78%<br />
Medium difficulty 17% 13%<br />
Difficult to find 4% 9%<br />
In-store signage for pickup 58% 55%<br />
Overall wait time 2.58 min 3.21 min<br />
Product ready and waiting 94% 83%<br />
Source: the e-Tailing Group, September 2008<br />
Snow Sports Snapshot<br />
The 2007/2008 snow sports season brought in $2.97 billion<br />
in sales of snowsports equipment, apparel and accessories<br />
among both brick and mortar shops and on the Internet,<br />
according to the latest figures from SIA. Of that, $834 million<br />
came from equipment, $1.165 billion from apparel and $973<br />
million from accessories. Sales through specialty shops<br />
increased 3 percent in units and 5 percent in dollars over last<br />
season to $1.9 billion, while chain store data showed sales<br />
totaling $616 million, 15 percent higher than in 2005/2006, the<br />
last season measured. Internet sales, meanwhile, increased<br />
an impressive 39 percent in units and 46 percent in dollars,<br />
says SIA. On eBay alone, 22,635 new (but not necessarily<br />
current) alpine skis and 37,182 new (but not necessarily<br />
current) snowboards were purchased between August 1, 2007<br />
and March 31, 2008.<br />
All told, about 26 million people in the U.S. consider<br />
themselves snow sports participants, but 9 million did not<br />
participate in 2007.<br />
Digital Signs Grab, Engage, Inform<br />
A study released by SeeSaw Networks and conducted<br />
by OTX suggests that advertising on digital signage is a<br />
compelling media for advertisers to effectively deliver their<br />
messages. Nearly two-thirds of adults say that digital signage<br />
catches their attention, and among those who have seen<br />
advertisements on different kinds of media over the past 12<br />
months, respondents found digital signage advertising to<br />
be the most unique and the most interesting, just ahead of<br />
magazine and television advertising, which came in a close<br />
second and third on both accounts.<br />
People Reporting That Advertising On The Media<br />
Catches Their Attention<br />
Media<br />
% of Respondents Noting<br />
Digital signage 63%<br />
Billboard 58%<br />
<strong>Magazine</strong> 57%<br />
TV 56%<br />
Internet 47%<br />
Newspaper 40%<br />
Radio 37%<br />
Mobile phone 10%<br />
Source: SeeSaw Networks<br />
Digital signage also scored well in terms of being “credible”<br />
and “informative,” ranking near the top in both categories. The<br />
latter is particularly important because while all advertising<br />
seeks to increase demand for a product or service, “informative<br />
advertising provides people with information that influences<br />
their decisions,” suggest OTX researchers.<br />
Advertising On The Media Is Credible<br />
Media<br />
% of Base<br />
Newspaper 41%<br />
<strong>Magazine</strong> 37%<br />
Digital signage 33%<br />
TV 32%<br />
Radio 27%<br />
Internet 25%<br />
Billboard 19%<br />
Advertising On The Media Is Informative<br />
Media<br />
<strong>Magazine</strong> 59%<br />
Newspaper 55%<br />
TV 51%<br />
Digital signage 50%<br />
Radio 43%<br />
Billboard 36%<br />
Internet 35%<br />
Source: SeeSaw Networks<br />
% of Base<br />
8 | <strong>InsideOutdoor</strong> | <strong>Fall</strong> 2008