Sports Footwear Stores Fighting the Online Battle

Sports Footwear Stores Fighting the Online Battle

Nearly a quarter of kiwis visit sports footwear retailers for ideas, then head online for cheaper prices

Auckland, 13 November 2014 - A new survey into sports footwear retailers by consumer satisfaction company, Canstar Blue has shown that the majority of kiwis (88%) prefer to buy their sports footwear from a physical store, with three quarters stating that they like the specialised service.

Despite many New Zealanders enjoying the bricks and mortar footwear retailers’ experience, nearly a quarter visit simply for the recommendations and then buy the same item online at a cheaper price. This behaviour is most prevalent among Gen Ys, Gen Xs and Aucklanders.

The majority of New Zealanders surveyed (84%) believe it is important to have the right sport specific footwear, says Canstar New Zealand General Manager, Derek Bonnar.

“However, just over half of kiwis (53%) own only one pair of sports shoes that they wear for every sport they participate in. Aucklanders are the most likely to own a ‘multi-purpose’ pair of sneakers (67%).

“Just over a third of New Zealanders (36%) care more about the price of their shoes than they do about functionality and performance.

“A keen runner myself, I’m aware of not only the importance of great footwear but also sound advice. Sometimes a more expensive, quality shoe might be worth it in the long run,” says Bonnar.

The majority (56%) in the survey, do not update their footwear regularly with those from Otago and Canterbury being least likely to do so (39%) compared to Aucklanders (54%).

Some shoe owners (14%) wait until they have an injury before they replace their shoes, with men (19%) being twice as likely as women (10%) to wait for a catalyst before heading to the store.

Sports footwear fashion
As important as performance and functionality are, the fashion factor still weighs in on purchasing decisions for nearly two thirds of purchasers.

“Residents of the city of sails are the most trend conscious; 77% like their sports footwear to be fashionable, factoring colour and design into their purchase decision. While those from Otago are the least concerned with what’s in vogue in footwear fashion,” says Bonnar.

Women (67%) and the younger generation (72%) are the most involved in the fashion side of their sports shoes.

The number of Kiwis buying sports footwear online from NZ retailers (25%) is almost equal to the number venturing offshore to purchase from overseas retailers (22%).

Survey participants were asked to rate their footwear retailers across five categories:
1. Value for money
2. Range of shoes/brands
3. Service
4. Range of accessories (e.g. socks)
5. Overall satisfaction

“Shoe Clinic has taken out the top spot for overall satisfaction this year, and has achieved high ratings across the board with 5-stars in range of accessories and service.

“Ultimately it is personalised, specialist advice that attracts three quarters of kiwis to footwear retailer stores, and this is something that you simply can’t find online,” says Bonnar.

Shoe retailers by region

Auckland: Aucklanders are the most likely to like the specialised service they get from a sports footwear retailer (81%), most likely to think it is important to have the right sport specific footwear (88%), most likely to visit the footwear retailer for the recommendation, then buy the same item online at a cheaper price (47%), most likely to think that price is more important to me than shoe functionality/performance (56%), most likely to update their sports footwear regularly so that they can perform at their best (54%), most likely to like their sports footwear to be fashionable (77%), most likely to wait until they have an injury before replacing their shoes (35%), most likely to have one pair of shoes that they use for every sport they participate in (67%), most likely to buy their sports footwear online from a NZ retailer (46%) and most likely to have previously purchased sports footwear online from an offshore retailer (38%.)

Waikato: People from the Waikato are the most likely to buy their sports footwear in person, from a store (92%) and the least likely (equal with Bay of Plenty) to have previously purchased sports footwear online from an offshore retailer (13%)

Canterbury: Cantabrians are the least likely (equal with Otago) to update their sports footwear regularly so they can perform at their best (39%), least likely to wait until they have an injury before they replace their shoes (5%) and least likely (equal with Bay of Plenty) to buy their sports footwear online from a NZ retailer (17%)

Otago: People from Otago are the least likely to like the specialised service they get from a sports footwear retailer (66%), least likely to think it is important to have the right sport specific footwear (75%), least likely (equal with Canterbury) to update their sports footwear regularly so that they can perform at their best (39%), and least likely to like their sports footwear to look fashionable (48%)

Bay of Plenty: People from the Bay of Plenty are the least likely to visit the footwear retailer for advice and then buy the same item online at a cheaper price (10%), least likely to think that price is more important than shoe functionality/performance (24%), least likely to have one pair of shoes that they wear for every sport they participate in (40%), least likely (equal with Canterbury) to buy their sports footwear online from a NZ retailer (17%) and least likely (equal with Waikato) to have previously purchased sports footwear online from an offshore retailer (13%)

Age Groups:
Gen Y: 18-29
Gen X: 30-44
Baby Boomers: 45+
*To view the full results of the Canstar Blue survey go to: www.canstarblue.co.nz

About the survey
Canstar Blue commissions Your Source to regularly survey 2,500 New Zealand consumers to measure their satisfaction across a range of products and services.

The outcomes reported here are from the 983 people within the survey group who have purchased sports footwear from a New Zealand retailer in the last 12 months (online or physical shop front). The online survey has a margin of error of +/- 3.2%

About Canstar Blue:
Canstar Blue is a division of financial research and ratings company, CANSTAR, which has been operating in New Zealand for nearly a decade.

Canstar Blue uses market research to determine customer satisfaction ratings across a range of products and services in New Zealand to help consumers make the best purchasing decisions for their needs. Canstar Blue conducts similar research in Australia. New ratings are added regularly. Results are freely available to consumers who are encouraged to use the ratings as a guide to product excellence. The results can be seen at www.canstarblue.co.nz.

About CANSTAR:
Founded in 1992, CANSTAR Pty Limited is Australia and New Zealand's premier researcher of retail finance information for over 350 institutions such as banks, building societies, credit unions, finance companies, brokers, mortgage originators, life companies and finance related internet portals. CANSTAR customers use the extensive database for competitor analysis as well as a means of disseminating their product range. This information is also distributed to print and electronic media for publication and to agents, accountants, brokers and internet portals for use in advising their clients.

ENDS

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