COMMUNIQUÉ I N S I G H T • A N A LY S I S • T R A D E N E W S
Redington satisfied with e-commerce start
F
ly fishing brand Redington reports that sales are in line with expectations following the launch of its ‘direct to consumer’ strategy in early November. The company, which is part of the Far Bank group in the USA, had to delay the launch for technical reasons. Marc Bale: Says online “At this point we’ve had a little sales are ‘in line’ with the company’s expectations. over a month of running time,” explained International Sales Manager Marc Bale as this issue of Angling International went to press. “We’ve done zero promotion as we want to make sure all the technical pieces are ironed out before we start to draw much attention to it. “Sales have been in line with expectations and we’ve certainly learned a lot about what the Redington consumer is looking for.” Although Redington’s online strategy is aimed more at expanding the brand experience than a total focus on
e-commerce, the company conceded that some dealers may not like it. “With regard to dealer reaction, we continue to take the attitude that we would be very happy to have our dealer network taking all of these sales,” said Bale. “But on the other hand we do not intend to miss any business that materialises or is otherwise out there to be had. “As the Redington brand is nowhere near as well represented as Sage and Rio, we still feel strongly that this is the correct attitude. “Since we made the announcement, I think we have generally heard most of the blowback that might be coming from our dealer network. Frankly, it has not been a large amount. “It’s too early to make a call about direct selling in the fly fishing channel, but overall we are certainly pleased about where we are.”
“We’ve done zero promotion as we want to make sure all the technical pieces are ironed out first.” – Marc Bale
John Tomsett resigns his consultancy role with Northern Sport Fishing (UK) John Tomsett has resigned his sales and marketing consultancy role with Northern Sport Fishing (UK). The former Shakespeare Managing Director has decided to devote more time to his charity work and to his family in New Zealand. “Since the company was newly formed in 2009 the business has been efficiently developed to comprise the
existing broad customer base,” said Tomsett. “Specialist quality fly lines are currently supplied to a majority of the major UK brand names and many others internationally. Northern Sport fly lines are now well established in the market.” Northern Sport acquired Pure Fishing UK’s fly line production facility in 2009. Allistair Fergusson,
co-owner of Northern Sport, said: “We are extremely grateful to John for the help and guidance he gave us during the purchase process and for sharing his wide experience with our staff in Bromsgrove. John is leaving on his terms and not for any economic or other reason. Northern Sport’s UK Manager Chris Shepherd will take on John’s responsibilities.”
RBFF WEBSITE ‘MOTIVATING ANGLERS IN USA’ A new survey has revealed that the TakeMeFishing.org website influences more than one third of visitors to be more likely to go fishing next year. The site, launched and managed by the Recreational BoatingandFishing Foundation(RBFF),isdedicatedto increasingparticipationbyprovidinga resourceforUSanglersandboatersto
learn,planandequipforadayonthewater. The survey’s key findings indicated high levels of satisfaction, with 78% of visitors describing their overall experience as excellent or good. The site scored high on influence and motivation, with three in five visitors who sought information on state fishing licences purchasing a licence and 63%
finding it influential in helping them with their fishing activities. The annual online survey involved 1,000 existing visitors and 500 nonvisitors. An executive summary is available on request to Strategies Director Maria Knight at mknight@rbff.org. The RBFF launched a mobile version of the TakeMeFishing.org in 2011.