Category insight: Sports equipment
Nearly six out of 10 sports and outdoor catalogues include some form of offer, and men aged under 55 are nearly twice as likely to receive this type of marketing communication.
The research found 81% of sports and outdoor catalogues are looked at immediately or kept to look at another time, while more than half stay in the home for at least a week. Sports and outdoor catalogues are looked at for eight minutes on average, while at least 17% of them lead to a purchase.
Catalogues' key role in Go Outdoors’ insight-driven marketing
JD Sports owned outdoors equipment retailer Go Outdoors’ wide range of products spans from low-cost clothing to premium outdoor equipment, so appeals to diverse demographics.
The retailer’s marketing mix includes print, digital and TV advertising. Its well-established Go Outdoors discount card provides the retailer with a huge amount of insight into customers’ shopping behaviour and interests, which is then used to better target its email and printed monthly catalogue
Go Outdoors marketing director Carly Czuba says: “We regularly talk to customers and they tell us they look forward to receiving our mailers to sit down with a cuppa and see what new products and offers we have available. We operate in a segment where customers have seasonal needs, so they provide a shop window from the comfort of your home.
“The internal benefit is it provides us with insights about what customers are interested in so we can tailor our offerings.”
Czuba adds Go Outdoors has been using QR codes to help blend its print and digital customer journey: “We started to use QR codes last year in a number of ways: to help customers find the mailer products online quicker and to show ‘more like this’. We are finding this is helping customers navigate to those products online.”
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