In order to help key specialist retailers present the broadest practical range from the extensive Bridgedale sock collection, Burton McCall, Bridgedale’s UK Distributor, has launched a new Premier Dealer Program.
The focused program has been developed to provide additional support to those retailers taking part. Some of the benefits available to retailers include: additional POS; staff training and test socks; enhanced promotion through the new website’s stockist locator; plus a quarterly review of sales data against wider trends to identify opportunities for future growth.
While only officially launched to targeted retailers a few weeks ago, the Premier Dealer Program has already met with positive results and sign-ups. Retailers on board so far include Craigdon Aberdeen, Craigdon Edinburgh, Craigdon Inverness, Craigdon Inverurie, Craigdon Perth, Craighills Bootstore, Foothills (Sheffield), Gaynor Sports, Whalley Warm & Dry, Rathbones, The Epicentre, The Walking Shop, Winfields Chester and Winfields Feckenham.
Steve Fowler, Bridgedale’s Managing Director said “We understand the challenges that many retailers face, especially the independent specialists, so I am pleased that Burton McCall has created a positive initiative. The Premier Dealer Program highlights independent outdoor stores that carry a fantastic range of Bridgedale products and present it well in-store for easy consumer selection.
“Knowledgeable staff that really know their socks are an important ingredient as they will be able to recommend the right Bridgedale sock to match the customer’s footwear, destination and activity to keep their feet comfortable and protected. Our joint objective is great consumer service and availability through an ongoing and sustainable partnership”.
Each Premier Dealer store is prepared to maintain high standards of product display and provide support from trained staff, to actively engage with the consumer. The product selection is agreed between the dealer and their Burton McCall Sales Representative, so each store retains the ability to offer a bespoke range built around their customers.
The scheme started to go live in Q2 2015, and more sign-ups are anticipated as the scheme rolls out during 2015. Any retailers that would like to become part of the program should contact their regional Burton McCall Sales Representative, or visit stand 59 at the Outdoor Trade Show in September.