Supplier Directory Profile: SKCorp

Since 2008, branding and retail specialists SKC Operations Pty Ltd (SKCorp) have provided retail support services at 35 outlets with a combined retail sales of $2.75 million and in excess of $2.85 million in merchandising contracts.

Working with clients to build sustainable retail sales with processes and systems to increase client revenues and return on investment.

According to SKCorp Retail Director Shane McCarthy, successfully bringing in secondary spend is about foot traffic, convenience, relevance and presentation – and something that, with a little attention to detail, leisure centres can get right themselves, and avoid outsourcing.

McCarthy explains “we’ve seen clients move from a healthy cynicism and very low retail sales to earnings in excess of $100,000 in the first year.

“The good news for us has been seeing the most cynical facility managers becoming our testimonial clients. They’re very happy to relate their positive experiences with the program.”

Rather than finding online retail a competitive challenge, McCarthy says leisure operators are in a unique position not affected by the trend for buying online rather than in store.

He states that in the leisure industry “a retail customer is often a member or guest that needs an item in the moment because they’ve forgotten, lost or broken something essential to their visit – be it sunscreen, glasses or perhaps they’ve forgotten their gym bag and need a pair of shorts and shirt.

“They don’t want to go home, research the best price, hit send and wait a week for their purchase to turn up - they want to use it now, and will buy now.”

McCarthy says if a visitor to your venue finds an item they need, then they will leave feeling looked after and happy. Alternatively, if they need to leave the venue to purchase something, or go home and get what they’ve forgotten, that lasting memory is one of annoyance and unnecessary hassle.

Satisfying customers with secondary spend options also impacts other income streams – McCarthy says a happy member or visitor is one that is likely to return or renew their membership.

Stock selection is an important part of the puzzle – and thanks to the data collected about members, leisure facilities in particular are able to find out what their customers are likely to want.

McCarthy says as well as having a good understanding of customer demographics and attendance figures, stock selection is about assessing an item against a ‘list of five’, adding “stock should address at least three of the five core parameters – ‘I lost’, ‘I forgot’, ‘I broke’, ‘I need’ and ‘I like’.”

Recent large projects have included:                                                                                      

• Hawthorn Aquatic Leisure Centre (HALC) - pictured above.
• Peninsula Aquatic Recreation Centre (PARC), Frankston
• Maroondah Council Leisure Facilities - Recreation Uniform Outfitters for
• Golf Victoria - Uniforms
• City Of Greater Geelong - Retail and Uniform needs

SKCorp services cover:
1. Retail Support Services
2. Supplier Management
3. Range Management
4. Teamwear Source, Supply and Management
5. Branded Merchandise
6. Event Management
7. Retail Engagement with overall Centre Promotion 

Click here to view the SKCorp entry in the Australasian Leisure Management Supplier Directory. 

9th December 2014 - SKC OPERATIONS REPORTS RECORD YEAR IN LEISURE RETAILING