Episode 7: Navigating the Sporting Goods Retail Category with Guest Charlie Fisher

Summary

In this episode, hosts Christine Wright and Trevor Lewis discuss the sporting goods category and the challenges and opportunities it presents for retail. They talk about the seasonality of the category, the diverse range of retailers that carry sporting goods products, and the importance of visual merchandising. They also touch on the impact of trade shows and the need for modular displays that can be tailored to different retailers. Later in the episode, they interview Charlie Fisher with Lamkin Golf Grips, who shares insights on creating memorable retail experiences, building strong buyer-merchant relationships, and asking for more budget. They also discuss the qualities to look for in agency partnerships and the importance of being responsive and transparent. The episode concludes with Christine and Trevor sharing their personal reflections and takeaways.

Takeaways

• The sporting goods category is highly seasonal and requires careful consideration of the diverse range of retailers that carry these products.

• Visual merchandising plays a crucial role in capturing consumer attention and driving sales in the sporting goods category.

• Trade shows are important events for the sporting goods industry, providing opportunities for brands to showcase new products and connect with buyers.

• Creating memorable retail experiences requires understanding the specific needs and preferences of different retailers and their customers.

• Building strong buyer-merchant relationships involves solving problems for the buyer and demonstrating the long-term value of the brand's products.

• When asking for more budget, it is important to show the potential return on investment and align the request with the overall business goals.

• When evaluating agency partnerships, look for responsiveness, transparency, and a willingness to provide solutions within budget constraints.

• Personal reflections include the importance of taking initiative and not waiting for opportunities to come to you, as well as the power of joy and positivity in interactions and relationships.

Chapters

00:00 Introduction and Overview

01:07 The Seasonality and Retail Landscape of the Sporting Goods Category

05:18 Building Strong Buyer-Merchant Relationships in the Sporting Goods Industry

10:30 Asking for More Budget: Demonstrating ROI and Long-Term Business Value

30:54 Personal Reflections: Taking Initiative and Embracing Joy

Find out more: https://www.instoredesigndisplay.com/podcast