eCommerce and the Local Surf Shop, Brands and Retailers Working Together for Online Sales
San Luis Obispo, CA (Vocus) February 3, 2010
Shopatron and the Board Retailers Association hosted a lecture entitled “eCommerce and the Local Surf Shop, Brands and Retailers Working Together for Online Sales,” yesterday during the Retailer Survivor Series prior to the start of the Action Sports Retailer tradeshow in San Diego.
The event addressed opportunities and issues resulting from the growth of eCommerce in the action sports industry. Discussion points included:
•What is eCommerce and where does it occur.
•How big is eCommerce and how fast is it growing.
•How is the Web affecting the action sports industry–what this means for retailers, brands and the industry.
•The retail-integrated model for eCommerce, including in-store pickup, and other advantages.
The presentation included Spy Optic as a company that is sending completed online sales directly to its retailers. According to Fran Richards, VP of Marketing for Spy, the company distributed over 13,000 orders to their retailers in 2009 alone. “Our retail base is very happy with the increased sales, and have increased support of our brand as a result,” said Mr. Richards
Mark Grondin, SVP of Marketing at Shopatron, also participated in the event. Shopatron hosts websites and online stores for about 50 action sports brands. According to Mr. Grondin, sales sent to action sports dealers increased 29% in the past year, with retailers fulfilling orders for Shopatron partners such as: Spy, Zero, Fallen, Matuse, Never Summer and Sanuk. More than 65,000 customers placed online orders with Shopatron action sports brands in 2009 and the number of dealers servicing those orders more than doubled.
As part of their ongoing educational efforts, BRA hosted two Retailer Survivor Series courses prior to ASR. The retail certification program is designed to focus on current market issues facing specialty retailers. The Shopatron-sponsored lecture was part of the Digital Retailing agenda.
About Board Retailers Association
The Board Retailers Association (BRA) is a non-profit trade association representing over 500 action sport retailers in the surf, skate, snow, wake, kite and wind industry with over 3,000 storefronts across the country. East and West Coast retailers formed the Board Retailers Association in February 2003. Under the direction of BRA’s Chairmen and Board of Directors, the association serves as the preeminent voice, for independent retailers on a grassroots level with manufacturers, trade show representatives, and other associations. The Board Retailers Association also works to provide educational resources and exclusive discounts and savings from vendors on the day-to-day costs of business.
About Orange 21 DBA Spy Optic
Orange 21 designs, develops, markets and produces premium products for the action sport, motorsports, snowsports and youth lifestyle markets. Orange 21’s primary brand, Spy Optic (TM), manufactures sunglasses and goggles targeted toward the action sports, motorsports, snowsports and youth lifestyle markets. Orange 21 is also the global licensee of O’Neill eyewear and goggles.
Shopatron, Inc. is the leading provider of global eCommerce solutions for consumer goods manufacturers, allowing its brands to engage consumers with a fantastic experience, from shopping through fulfillment. Orders placed on Shopatron merchant websites are filled by a managed, distributed network of fulfillment partners, typically local retailers. Local fulfillment speeds delivery, motivates fulfillment partners to stock more inventory, and facilitates in-store pickup, a convenience valued by a majority of online shoppers.
Headquartered in San Luis Obispo, CA, Shopatron operates Coex Freedom, an order exchange with more than 700 merchants and 12,000 fulfillment partners across 35 consumer products industries. Some of Shopatron's merchant clients include Berkley Fishing, Callaway Golf, D'Addario, Johnson Outdoors, K2 Sports, Mammut, MK Diamond, Nordica, Panasonic, Spy Optic, Suzuki and Thule. For more information and a full client list, visit: ecommerce.shopatron.com.
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