Fall - InsideOutdoor Magazine

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