Click here to download the catalog as a PDF file. To view this site you need Adobe Flash Player and your browser must allow javaScripts. Go here to get the latest Flash Player. Mark Kayser Mark Kayser Are you stocking the ammo that attracts customers who demand a wide range of calibers and performance levels? AMMO & RELOADING Yes, Prices Are Up, But Sales Are Still Being Made! he increase in the cost of ammunition and related components has had an impact on sales. You, of course, already know that. The increase, manufacturers report, is due to a tremendous jump in the cost of raw materials. Just how much the increases have affected the overall sales at gun shops is yet to be determined, but many dealers report that customers “are shocked when they see the prices.” The picture, however, is not entirely bleak, as customers still seek out new products and manufacturers are accommodating, with numerous 2008 offerings that reach across the spectrum, from .22 WMR to the highest-powered hunting cartridges. WWW.SHOOTINGINDUSTRY.COM TARGET T Your customers’ motivation to seek out new products will help increase profits from your ammunition aisles. However, while new products attract a lot of customers’ attention, real success in this segment of the market requires integrating new offerings with calibers that are proven sellers. Small Round, Large Sales What is the largest mover in your ammunition section? Dealers report there’s no debate: it’s .22 rimfire. Eddie Stevenson, a 10-year veteran of Remington, is a former manager of a large hunting department in a sporting goods store. He knows the power of rimfire ammunition is not just in its velocity. “The rimfire market is huge. Varmints, tins cans and targets never go out of season,” Stevenson said. “That’s what makes the .22 rimfire so popular and that’s why you should devote plenty of shelf space to this product. Millions of rounds of .22 are sold each year, and with the higher-grade rimfire products on the market, dealers can make more profit. It’s not like selling a box of .300 Ultra Mag. ammunition, but you’ll sell 20 boxes or more of .22 ammunition, compared to one box of the big-game variety.” Stevenson reminds dealers to check with companies and ammunition representatives for sales aids. For instance, Remington has a program featuring an oak display unit promoting 100-round FEBRUARY 2008 33