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January’s Shooting Industry aims to help dealers press on in 2022, with features addressing ways to maximize marketplace trends, overcome current obstacles and meet the needs of today’s customers.
In “Training Profits: We Have Their Attention, How Do We Maintain It?” Ava Flannel reveals how instructors are adapting to the balancing act of serving first-time customers and seasoned students. She reasons, “With small investments in time or new technologies, we can all continue to expand our training programs to meet the needs of new shooters and provide new courses to experienced shooters during these times.”
Today’s successful ranges are brightly lit destinations spots with catering or food available, large event spaces and even cigar bars where patrons can spend time together after they’re done on the range. Carolee Anita Boyles spotlights three facilities transforming the blueprint of what makes a successful range today in “Innovative Ranges & Revenue Streams.”
“2022 New Business Year Outlook” by Rob Southwick and Nancy Bacon of Southwick Associates examines how 2021’s trends are primed to impact new year business. They propose: “Many consumers aren’t finding the product they want at retail. As more retail inventory becomes available, some customers are coming back to buy their preferred firearms plus ammunitions. We expect this trend to continue into 2022, but at a lower rate as the year progresses.”
Additional features include: “Help Wanted: Workforce Shortage Strikes Gun Stores” by Shannon Farlow, Shari LeGate’s “Own Your Customer in 2022,” “Digital Breakout — What’s Technology’s Place In Stores & Ranges?” by Serena Juchnowski, Ashley McGee’s “Market Smarter, Not Harder” and SI Editor Jade Moldae’s “Honoring Our Heroes: HAVA Blends New, Recurring Events To Expand Offerings For Veterans.”
Massad Ayoob’s Personal Defense Market column explains there will always be customers who have yet to be turned on to a popular product’s selling points, and how dealers can easily flip the switch. Laura Evans introduces the DC Project, an organization of women committed to safeguarding the Second Amendment, and why it’s important to teach advocacy to new customers in the Arms & The Woman installment. And in Jan. Best Practices, Hank Yacek provides ways to “Target ‘Your Customers’ To Develop Loyalty” — one of which is to make clear to all customers just what your tribe stands for.
Part 2 of the 2022 New Product Showcase is included in the issue, with representation from more than 70 manufacturers.
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CONTACT: JADE MOLDAE