Model for Success
The Model for Success is the result of year-long research project conducted on behalf of SIA. Learn the buying habits of your customer in this up-to-date analysis of the snow sports consumer, market trends, sales and merchandising recommendations to help stimulate business and more.
Executive Summary – a compilation of the five stage study aiming to determine whether it is possible to increase sales of downhill conveyances and, if so identify the means of doing so.
Click here to download the Executive Summary.
The five Stages of the Model for Success are available for download below.
Stage I – reviewed the recent sales history.
Click here to download Stage I: Downhill Conveyances
Stage II – culled a best-practices list from the strategies and tactics of a list retailers from outside the ski industry.
Click here to download Stage II: Retailer Best Practices
Stage III – surveyed more than 1,300 avid participants, primarily advanced and expert, to discover their purchase habits and to determine what in their sports matter most to them. Unaided, open-ended questions helped reveal what customers meant by “performance,” and the responses provided many of the slogans used in Stage IV.
Click here to download Stage III: Consumers
Stage IV – tested a series of print ads developed to test the power of these phrases and concepts.
Click here to download Stage IV: Retail Consumer Directions
Click here to download Stage IV: Retail Consumer Directions with Comments
Click here to download Stage IV: Equipment Tuning
Stage V – Intermediate Participants.
Click here to download Stage V: Intermediate Participants
Click here to download Stage V: Intermediate Participants with Comments and Suggestions
Intermediate Participants Follow Up Study – a follow up understanding of the purchase behavior, motivation and communication to the intermediate snow sports participant.
Click here to download Model for Success: Intermediate Participant Follow Up
The study is provided in pdf format which highlights the key findings of the study, a breakdown of the markets and steps suppliers and retailers can take to help move more product. For more information, contact Anovia Daniels at ADaniels@snowsports.org.