First Four Stages of SIA Model For Success Offers Insight Into Snow Sports Consumer

McLean, VA, — The first four stages of the recently completed research study, The Model for Success, are now available for distribution to the snow sports industry. The Model for Success was commissioned by SnowSports Industries America (SIA) and conducted by Leisure Trends Group. This extensive research project dissects the current snow sports retail environment and makes recommendations on effective business practices. All four stages are now posted on SIA’s association website, snowsports.org.

The focus behind the Model for Success was to study purchase behavior of snow sports consumers and better understand what motivates a person to purchase. Stage I of the Model for Success was first introduced to the industry at the 2005 SIA Fall Education Seminars in New England. Since that time, the study has been completed and provides definitive solutions that will enable suppliers and retailers to move more products and increase unit sales. The study in its entirety was presented in September and October in five separate cities as part of the SIA 2006 Fall Workshop Series.

“The SIA Board of Directors tasked the association with developing programs and initiatives to help the industry move more product,” said SIA President David Ingemie. “As the intelligent partner, it made good business sense to commission a study to help us better understand our customers and what motivates them to buy. And this study provides a great snapshot of our customers.”

The four stages posted on the website are broken down as follows:
•Stage I – reviewed recent sales history;
•Stage II – culled a best-practices list from the strategies and tactics of A-list retailers from outside the industry;
•Stage III – surveyed more than 1,300 avid participants, primarily advanced and expert, to discover their purchase habits and to determine what in their sports matters to them most;
•Stage IV – tested a series of print ads developed to test the power of these phrases and concepts.

In the upcoming weeks, SIA will release an Executive Summary of the Model for Success which will also offer tactics for retailers, suppliers and other members of the industry to implement in their daily business practices.

To view the four stages of the study and read more information, visit www.snowsports.org.

– SIA –
SnowSports Industries America (SIA) is the intelligent partner of the snow sports industry. SIA annually produces the SIA SnowSports Show, the largest industry trade show and networking environment, and delivers invaluable data, support and marketing products. SIA serves as the national, not-for-profit, member-owned trade association representing snow and winter sports companies. For more information, check out www.thesnowtrade.org. SnowSports Industries America, 8377-B Greensboro Drive, McLean, VA 22102-3587. Phone: (703) 556-9020, Fax: (703) 821-8276, E-mail: siamail@thesnowtrade.org