SIA Newsletter

Retailers: Prep for the 14/15 Season with the New Merchandising Guide: Hardgoods Addendum. Are You Cross-Merchandising in Your Shop?

addendum_hardgoods_072214Purchasing a new board or pair of skis or boots is not something that many snow sports enthusiasts take lightly. What customers use to get up and/or down the mountain can make them say, “I ski like a rock star on these!!” or “What a waste of money –I’m never doing this again!” Hardgoods define the consumer’s experience.

SIA’s latest Merchandising Guide: Hardgoods Addendum about hardgoods will help you help your customers make the right ski, snowboard, boot and binding purchases for their needs. That way they’ll keep coming back to the snow and your shop.

Weight, width and graphics are constantly evolving to bring consumers the best performance on the market, yet hardgoods tend to take a back seat to addendum_hardgoods_cover_072214softgoods when it comes to merchandising. The Hardgoods Addendum offers new ways to showcase your lineup.

One example is, The Alpine Shop in South Burlington, VT, where the vibe is to feel like many small boutiques under one roof. He and his staff take the time to create “pods” of skis on the sales floor – each one specific to a ski/snowboard discipline. Not only does this technique direct the shopper towards the correct product, but also it helps tell a very clear product story.

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Ali_Levy_photo_072214SIA is working with visual merchandising consultant Ali Levy to provide retailers with some fresh merchandising ideas for increasing sales and interest from consumers. Levy’s impressive resume includes managing retail, buying and trade show/retail merchandising efforts for some of the industry’s biggest names including The North Face, SmartWool, Cloudveil and Marmot. For more information about her company, contact Ali at or visit her website,