- Font Size:
- Default font size
- Larger font size
BY JAMES COVERT | Thursday, December 26, 2002 | (No comments posted.)
Associated Press Writer
NEW YORK -- If you're looking for fishing rods, kerosene lamps, or surfboards at Galyan's Trading Co., they're on the second floor -- just climb the big wall in the middle of the store.
At the Galyan's sporting-goods store in Salt Lake City, the wall is 70 feet high, while in the Dublin, Ohio, location it's a less-daunting 36 feet. But no matter which store you hit, there's a qualified mountain climber with all the ropes, pins and harnesses you need to safely navigate your way up the odd-shaped protuberances that pock the fiberglass structure.
"We do have escalators and elevators," said Robert Mang, chairman and chief executive of the Plainfield, Ind., retailer. "You don't have to climb up the wall. But the idea is to engage the customer."
Those disinclined to climb the wall might instead be tempted to putt on the green at the golf shop, start a racket on the air hockey and foozball tables, hit a target heart rate on an elliptical running machine, or even head outside to the retention pond to paddle a kayak or canoe.
The over-the-top, theme-park atmosphere that such attractions lend to a Galyan's store -- something the company calls the "Wow Factor" -- is part of a new trend in sporting-goods retailing. Cabela's Inc. and Bass Pro Shops, which cater to hunters and fisherman, have been doing it with stores that feature stocked fishing ponds, and big, stuffed, wild animals.
But Galyan's is the only megastore that caters to sportsmen and athletes of every stripe, from campers and anglers to skateboarders and cyclists, said Mang. Each of the company's 34 locations strung across 17 states boasts two floors that stretch four stories high, with a combined floor space of 80,000 to 100,000 square feet.
A typical Galyan's store -- "15 specialty stores under one roof" -- carries 90,000 different items throughout the year, compared with 45,000 to 50,000 at the nearest competitor, Mang said.
"We're a new breed of category killer," he said, using the industry term for a retailer that dominates sales of a particular category of merchandise. "Our vision is to be the Home Depot of sporting goods and outdoors."
The panorama of interactive bells and whistles at Galyan's stores stands in sharp contrast to the starkness of a store operated by retail category killers like Home Depot Inc. or Best Buy Co., where costs are pared obsessively, down to the paint and material used to print signs that hang in the aisles.
And, the bells and whistles at Galyan's appear to be getting customers' attention. Despite their size and range of inventory, Galyan's stores last year each averaged sales of $240 a square foot, versus $175 to $190 a square foot at the best of the competition, Mang said.
"Because of the interactivity, the customer tends to stay in the store for a long time," he added. "Customers are generally in our store for nearly an hour, and anytime you keep the customer in the store longer, you have more chances to sell."
Besides walls for climbing and ponds for canoeing, Galyan's has invested heavily in customer service. Each of the 100 sales associates that staffs a Galyan's store is an expert in his or her field -- the golf shop is often staffed by a PGA pro, while prize hunters are hired to work the desk at the gun shop. No matter what the department, each staffer undergoes at least 45 hours of product training.
"And if you buy a basketball hoop and need it installed, we'll do that for you," Mang said. "That's not very common these days."
On Tuesday, shares of Galyan's closed at $9.41, down 9 cents, or 1 percent, on the NASDAQ Stock Market.
Back to story No comments posted.
- It wasn't clear, concise or focused on the topic in the story.
- It was a personal attack, vulgar, explicit or degrading, used actual or implied profanity or contained potentially libelous statements.
- It accused someone of being guilty of a crime.
- It promoted violence or illegal acts.
- It contained telephone numbers or street addresses, or e-mail addresses and links to Web sites other than nwi.com or government agencies.
In no way do these comments represent the views of The Times or Lee Enterprises.
Passionate views, pointed criticism and critical thinking are welcome. Name-calling, crude and profane language and personal abuse are not welcome.
Reader comments will not be edited - they will be approved or declined. They may be used in the print edition of the newspaper.
If you feel a posted comment has violated these guidelines, please email our New Media team the commenter's name, the comment and a link to the article.
For more information please read our Terms of Service.