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Press Releases

Retailer Benchmarking Survey

OIA Benchmarking Survey helps outdoor retailers solve the profitability puzzle. Participants receive invaluable competitive insight by comparing financial and operational norms

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For more information contact:

LaRae Marsik

Outdoor Industry Association


OIA Benchmarking Survey Helps Retailers Solve the Profitability Puzzle

Survey Provides Participants with Invaluable Competitive Insight

By Comparing Financial and Operational Norms

BOULDER, CO, March 8, 2011 – In these hugely competitive times, outdoor retailers must ask — Are my profits keeping pace with my peers?To help retailers meet their potential, OIA is updating the Outdoor Retailers Financial & Operations Benchmarking Survey. The aggregated data that come from this survey will allow retailers to compare key productivity measures, gross margins, operating expenses, product mix and much more with their peers.

Participating retailers will receive two reports: (1) the summary Retailers Financial & Operations Benchmarking Report and (2) a personalized Profit Improvement Profile (PIP). This 25-page report — an estimated $10,000 value that OIA member participants receive at no cost — compares participating retailers with similar firms and provides suggestions for improving profitability.Along with the PIP, participants will receive access to Profit Toolkit Online, a Microsoft® Excel spreadsheet that provides simple tools to help plan and track improvement.

Each company’s information is absolutely safe and confidential.All participant data sets are treated with complete confidentially by Profit Planning Group, the administrators of the survey. Data are aggregated in a way that prevents identification of any individual firm. All survey forms and files are destroyed after processing.

“Identifying how key productivity and profitability measures compare against a field of competitive firms is an invaluable business tool as today’s marketplace continues to shift,” said LaRae Marsik, vice president of business intelligence for OIA. “Contributed information is completely confidential. The collective knowledge gained from the update reveals where outdoor-involved businesses are currently heading and where industry-wide profitability and performance benchmarks lie.”

The survey can be downloaded at by clicking on OIA Retailers under the Financial Performance Survey dropdown menu.Any company is eligible to participate, though OIA non-member participants are assessed a nominal fee for the customized report package (which is provided free of charge to OIA member participants) should they choose to receive it.

Completed surveys are due by May 1, 2011, and should be submitted via e-mail to

Surveys are also available through OIA via e-mail at or by standard mail.

Outdoor Industry Association

Outdoor Industry Association® (OIA) is a national trade association whose mission is to ensure the growth and success of the outdoor industry. OIA provides trade services for over 4,000 manufacturers, distributors, suppliers, sales representatives and retailers in the outdoor industry. OIA provides industry-defining resources and support in government/legislative affairs, market and social research, business‐to-business services and youth outreach initiatives. Ongoing education opportunities and strategic business workshops provided by OIA include the annual Rendezvous®, Outdoor University® sessions, and the Capitol Summit. Outdoor Industry Association is based in Boulder, Colorado, and is the title sponsor of the Outdoor Retailer tradeshows. For more information about OIA go to or call 303.444.3353.