Adapting to Retail’s New Reality 

Are you updating your business model to meet retail’s changing landscape? Service, repair, maintenance and practice will be the difference in profitability for most archery retailers in the years ahead. Relying solely on product sales for profitability will not be enough as more pressure is put on margins and internet sales continue to reduce foot traffic in your store. 

We are in an industry that requires regular maintenance, service and repair. That is the one constant you can rely on—your customers will need to come to you for those recurring needs. However, many retailers are reluctant to charge enough for their services to make it a bona-fide profit center. A car mechanic wouldn’t be in business long if he didn’t charge a respectable rate for his services, and neither will today’s archery retailer.  

Available exclusively to ATA members is our Bow Technician Service and Labor Rate Guide that provides low, medium and high rates for every service to help you establish your own rates. Provided information was generated from surveying retailers across the country and is updated every 24 months. Plus, if you have the ATA Certified Bow Technician banner on your wall, the certification your bow technicians hold can often substantiate higher rates. 

Practice, or range time, is also a regular need your customers have that should be part of your changing business model. Rethink the common belief that you can’t make any money from your range. Beyond charging a decent hourly rate for range time, offer coaching, re-ignite your leagues invite in area youth clubs and offer a range membership. Shops in more heavily populated areas are even making solid profits on birthday parties and corporate outings. Some shops have started offering an annual membership that includes not only unlimited range time, but also a small product discount and specified bow tech services. It must be priced right, but locking in a steady customer has tremendous long-term value.   

Websites for buying/selling used archery equipment and direct to consumer sellers are not going away. Relying solely or even mostly on product sales for your profitability will be increasingly difficult without a willingness to re-examine your business model to recognize new or underutilized areas to generate revenue.  

Most product manufacturers do a great job marketing their products, but marketing your services is up to you. Your website and social media presence are key to this effort. Don’t have a website? Not on social media? It’s not that hard – I’ll give you more insight on that next month.