Smaller is Becoming Better  

Convenience has always been one of the strategic advantages of hockey dealers, and it looks like the big-box retailers are getting the message. A number of these large retailers, like Walmart, Best Buy, Office Depot and Home Depot are slowing their growth of big stores, instead choosing to open stores under 40,000 square feet.

Their approach is to stock the stores with their high volume sales items, while decreasing overall product selection. Smaller stores mean more convenience and faster checkouts for consumers, which is at the center of what Herb Sorensen will discuss at the upcoming 2011 NSGA Management Conference & Team Dealer Summit.

HDA staff members recently had the opportunity to visit with Michael Benoit, owner of Total Hockey, at one of his stores located in Glenview, IL.  Benoit is one of the most successful retailers in hockey, and he also serves as a member of the Hockey Dealers Association Advisory Committee.

In a conversation that spanned numerous subjects, Benoit, much like other hockey retailers with whom we have spoken, specifically mentioned that hiring personnel continues to be one of his greatest challenges. His preference is to hire employees with retail experience, but they don't necessarily need to have hockey experience. If they don't, Benoit said it is easier to assimilate these employees into the culture of his stores.

In addition, he mentioned that new manufacturers rarely contact him. Since sales agents have a strong preference for established brands, these new manufacturers don't often get representation.

Lastly, Benoit is a believer in social media, and has successfully integrated it into his promotional efforts. One example is a promotion he created to encourage his customers to photograph the Total Hockey logo in unusual places, but the catch was they had to pick up the logo at the store, another opportunity to build traffic and connections with his customers. The creativity exhibited by his customers was entertaining, and helped solidify the relationships generated by the company.  To learn more, click here.