Creative and analytical marketing manager with leadership roles in product management, global market development and regional marketing.
How much product is too much product? Product range curation is the subject of theme 4 from the xG3 #ClubShopRoadTrip. Breadth and variety of product offering has probably been the most diverse facet of Geoff Kershaw and my experiences in club shops. From clubs where the portfolio barely stretched past replica matchday and training kit to others where pretty much anything you could think of carried a reference to the club. (I had no idea that such a thing as an ‘egg and toast board’ existed - eggsisted? – until I saw one proudly displaying a club crest). A veritable mountain of cuddly toys greet visitors at the entrance to one shop. One club had invested heavily in personalisation. One club had branded footballs for sale at half price because they couldn’t sell them for £10. Another had found a way to sell similar quality balls for £35, with demand outstripping supply … Choices of products to offer seem endless, but have boundaries set by risk, minimum order quantities and a quality versus value trade-off. xG3 will use data, experience and insight to help you select a range of ‘essentials’ that will appeal to different demographics of your fan base. We will advise on ways to add value rather than discount to drive sales, (#GrandadLaw number 3) grow sustainable income and #RaiseYourRetailGame Want some help building a retail action plan that delivers more revenue? Contact Mark or Geoff to book your expert-led retail store audit. #FootballRetail #GoalsGameplanGrowth
