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Shooting Industry February 2012 Digital Edition - Page 39
By Debbie Thurman Primos’ Pocket Hen Decoy compresses small enough to fit into a cargo pocket. The realistic decoy is printed on fabric that matches the sheen of real feathers. Visit www.shootingindustry.com/primos. Turkey Sales Optimum T Success Demands Careful Planning, Balanced Inventories, Pull-In Promotions urkey hunting seasons are short compared to other hunting periods, demanding plenty of planning and organization by dealers for their ordering, so they can plan their advertising around those programs and promotions that bring in customers for turkey season,” MacLellan said. Like other companies, Mossberg increases its inventory level on some of its top-selling shotguns and other products in order to meet the demand. “At the end of the day, the customer is looking at the shotgun. All too often we get that late call, ‘Hey, have you got any turkey guns left?’ Turkey season is a unique and fun season, but it is a huge challenge for retailers because it is a short season,” MacLellan said. Dealers have a pretty good idea of what their regular customers want or need for turkey hunting. But staying abreast of what’s new and innovative from successful turkey-hunting sales. Admittedly, knowing how much inventory to order and stock, whether shotguns or accessories — like choke tubes, camo gear, slings, calls, targets or ammunition — can be tricky for retailers. Too little and you lose out on sales; too much and you have unsold inventory sitting around, cutting into your bottom line. John MacLellan, director of sales at Mossberg, has seen both scenarios. He spends a lot of time visiting dealers, providing them with product knowledge and marketing advice. “Because of lead time on product, retailers need to organize themselves to have enough product on order. You want to order what’s hot, but not have carryover inventory. Where’s that line? Because turkey season is a short one, a lot of things can be overlooked, whether that’s programs manufacturers have, or programs distributors are offering. All of that should be in a retailer’s mind as they are planning manufacturers can help you promote the season’s “wow factor” for your truly dedicated turkey-hunting customers, while bringing in new hunters. Winchester is promoting its 2012 Super X Pump Turkey Hunter 12-gauge with Truglo open sights and Mossy Oak BreakUp Infinity camo. Weatherby has introduced four new turkey shotguns this year: the PA-459 Turkey and PA-08 Turkey, both 12-gauge pump-actions, and the SA-459 Promoting The “Wow Factor” To support its Spring Consumer Promotion, Mossberg is providing dealers with a counter card, coupon pad and national advertising, plus promotions on www. mossberg.com. www.shootingindustry.com FEBRUARY 2012 39