Are You Changing with Technology?

In case you haven’t noticed, the American angler is changing more and more each year. The more urban or suburban your store is the more likely you will have noticed this shift in the American angler. If your store or work area is located in the more rural areas of the country then the shift may not be as noticeable yet, but it will be soon.

How you deal with this technological change is purely up to you. Some of you may feel that this change is less likely to occur in your part of this great land. You may be right, but look how much things have changed in the last fifty years in your area. Change is a great thing; it helps advance societies and product offerings. You can either embrace this changing face of your customers, or consider retiring from the fishing tackle industry.

The new angler is much more technically savvy than the angler of old; no longer does the cane pole and coffee can full of worms cut it. Biologists, better management of our resources and the obvious financial opportunities fishing is able to provide has brought about the modern day boom in our sport. While freshwater anglers will always have their individual favorite fish, across the country the largemouth bass has captured the hearts and dollars of the majority of the industry and anglers.

The industry makes strides every year to produce better equipment for the growing and changing bass market. This means newer products and more SKUs for your store to stock and carry. Last year was a great example – the Alabama Rig exploded onto the market. Every angler in the country felt they needed to have one; most retailers couldn’t keep them in stock. This year it will be something different, there will be another hot lure that every bass angler needs and wants. Your job will continue to be ensuring that your store is stocked with what your clients want.

How does your store handle the eruption of a new lure or fishing style in the market? Are you as technically savvy as your customers are? Your customers have access to as much information as you do now. Anglers are being inundated with better, more targeted marketing and advertising directly from the manufacturers, relieving you of that need. The manufacturers create a feeding frenzy within the marketplace that just a few years ago never existed by their advertising.

How many anglers just ten years ago came in and asked for a specific lure? The fact is, not as many as there are today. Watch how your manufacturers are marketing their products. Reposting or re-tweeting what they are releasing to the public on their social media outlets via your own can only help you. It will also help you learn quickly what works and what doesn’t work in the social media world.

Social media needs to be a continuing part of your game plan; it can be a game changer. A quick tweet or a posting that you have received a new shipment in time for the weekend or opening day can generate a flurry of sales activity. This time of year many retailers are gearing up for spawn and the spring fishing sales season to kick in; they will be looking to the Bassmaster Classic to see what is going to be hot this year. Discovering what the newest sensation is will only be half of the equation. The second half of the equation is ensuring that you get the product in your store before your competitor has it stocked on their shelves. Customer loyalty has also changed; they will remain loyal as long as you are able to provide the products they are looking for.

Plan now with your suppliers how to combat the changing tides of technology and the public’s demand for what is hot. Last year taught many retailers and suppliers that there is a breakdown in fulfilling the demands of the public. The successful retailer will have learned their lesson; the unsuccessful retailer will be out of business before they learn it. Which are you? Have you contacted your suppliers yet and worked out a new strategy or are you hoping last year was just a fluke?

As technology grows, the interaction between manufacturer and consumer will grow as well. For you, the retailer, to remain not only relevant but needed in the equation of getting product into the consumers hands, you need to grow with this technology and the changing face of the American angler. Do not sit back and let the manufacturers do all of the work. Stay involved. The consumers need to buy from someone; the trend is to buy from those closest to the source, and most involved.

As technology continues to evolve, so will the desires of the American angler. Whether you want to embrace this change or not it, will take place eventually, no matter where you are located. What are you doing to be a part of this changing landscape? Share your thoughts with us on Facebook; with enough input from you, the retailers, we can all learn something new.