Spotting Success: Retailing Binoculars to Hunting and Shooting Enthusiasts

Binoculars are a vital tool for all those out in the field, for professionals and consumers alike. For retailers binoculars are an equally essential item to stock and sell as they make for a great product category to offer next to guns. But with so many products and brands out there, what do you need to take on board?

SPOT AND IDENTIFY

Spotting and especially correctly identifying the game animals a hunter is after really are two key parts of any successful hunting trip. Something you will struggle to achieve without a decent pair of binoculars. These will not only allow you to spot your target species but also to better appreciate the lie of the land, assess the terrain and environment in which they are residing and even keep an eye out for any problems to make sure you can make a safe shot.

PAYING DIVIDENDS

The performance of lenses, prisms and coatings has continually developed, reaching a point where even some lower-middle-price optics perform remarkably well. Meanwhile, the very best have got better too and in extreme conditions the reasons for spending as much as the hunter can afford on buying good optics will pay dividends. The key to making good binocular sales is in understanding  the features and benefits of particular product ranges, the difference between basic, mid-level and high-end products and exactly what a hunter will require out in the field. Keeping abreast of the latest technology and the increasing ability of these products is vital if you are to correctly advise customers on what to buy. Taking into account all the effort and cost involved in serious hunting and stalking trips, the case is easily made to enhance their experience with quality optics. What’s more, as optics have improved so dramatically over the years, it’s easy to convince customers to invest in a current model when they can ‘see’ with their own eyes the difference in optical quality between a new pair and their twenty-five year old one.

REASONS TO BUY

As our survey shows year after year, hunting and stalking are by far the most important reason why binoculars are being purchased (more than two-thirds in total stated this was the reason). General outdoor pursuits account for a bit less than one fifth of binocular sales at gun shops. Which is still quite a lot considering there are a lot of outdoor stores, general retailers, opticians… who are also offering binoculars.

BEST SELLING MODELS

Full-size models with an objective diameter of 40-42mm remain very popular. Even more so since they account for over half of all binocular sales according to the retailers in our survey. Over-size models with an objective diameter of 50-56mm take last place with nearly 10 percent of sales. Mid-size and compact models share the third and fourth spot. The optical performance of today's mid- and full-size models, together with their handling comfort explain the falling out of favor of bulky oversized models. That said however, over-sized binoculars with an objective diameter of 50mm and more do have their specific applications out in the field that only they can do well, such as hunting in low-light conditions.

OPTICAL QUALITY FIRST

Good optics do make a real difference in the field. Great optics will change the way you see your hunting ground forever. You really get what you pay for with binoculars, and optics in general. Which might explain why optical quality beats price as the number one reason for buying a certain pair of binoculars hands down. Over 27 percent of retailers stated optical quality to be the determining factor with weight stated as the other most important factor when making a purchase decision. There’s nothing more cumbersome than having a heavy pair of bino’s strapped around your neck all day. So consumers choose light and compact. Reasons like size, price, make/name and build quality all take the back seat.

BUMPY RIDE

For the first time in quite some time, binocular sales seem to have stabilized across the board and in some cases, even went slightly down. A quarter to one half of retailers claim sales of the various binocular categories are up. The popularity of basic and especially mid-price models explains why more and more brands have created products in this category to break open new markets next to the traditional high-end territory. The high-end territory which is clearly on the way back, possibly due to the consumer’s spending power being affected by rising prices and inflation. Our survey results show however that high-end premium models are still very relevant for over half of the respondents in our survey. Although many hunters are looking for great quality at a reasonable price, a relatively big chunk of the market still wants nothing but the very best regardless of price. Another influence playing a role in the binocular market is the recent popularity of night vision, especially thermal and infrared imaging. No doubt the explosive growth of this market - where some digital devices are now so good they can even be used in daylight - has an impact on spending in other categories, such as traditional day-light optics. Binoculars are no exception. In this context the impact of digital devices should not be underestimated.

ACCESSORISE

Key to offering great service when selling optics is not only to have a sufficient stock of products but also a pile of spare parts and accessories at the ready. Eyepiece and objective covers get lost out in the field, neck straps become worn by use… Make sure you have an ample supply of all the brands and models you offer to immediately help out customers. What’s more, help your customers keep their optics in perfect shape by offering lens cleaning kits, microfibre cloth…

CONNECT WITH YOUR CUSTOMERS

When selling binoculars, connect with your customers by asking the right questions. For example what type of hunting they intend to do, still hunting, stalking, safari… and when, in the light of day, in the twilight or at night. As with anything, you get what you pay for but often there is a trade-off between the amount a customer can afford and the quality of the optics available at that price. So budget is an important issue as well. All these pieces of information have their place. This combination of requirements and budget will help define choice, enabling you to offer valuable advice that will set you apart from your competitors and results in a happy and trusting buyer.