After two years of development, the European Outdoor Group, led by Pauline Shepherd, and Sporting Insights have announced the launch of the Outdoor Market Intelligence Service, a retail sales reporting tool for the industry.

 The Outdoor Market Intelligence Service service is launching initially in the UK market, but with an eye on the wider Europe geography and an aspiration to extend its coverage in the future. The service is an audit of the full retail landscape, covering sell-through data from all key channels, including: Chains and independents; big-box and specialty; online and D2C. Retailers that are already contributing to the service include the JD Outdoors Group, Decathlon, Wiggle, Sport Pursuit, Ultimate Outdoors, Alpine Trek, TYF Adventure, Tog24, Equip, Merrell, and more, with additional doors being recruited on a daily basis.

With data being collected down to SKU level, the service will enable subscribers to have unparalleled access to secure, aggregated sales information, allowing analysis by a multitude of filters, including sales channel, region, product category, price point, gender, and more. Subscribers will be granted access to an interactive dashboard with the ability to analyse the data, providing evidence-based insights to inform operational strategies, sales forecasts, omni-channel retail trend monitoring, brand and model sales performance, and competitor benchmarking.

The Outdoor Market Intelligence Service offers subscription levels on a category-by-category basis, outlined in the pricing matrix below:

The service goes live in May and will include historical data available back to 2019*, providing immediate insights into market performance both pre- and post-pandemic.

Pauline Shepherd, head of market insights at the European Outdoor Group, comments: “The importance of this service for the outdoor industry cannot be overstated. The data and insights provided by Sporting Insights were instrumental in the lobbying of national and international support for the cycling industry throughout the pandemic. Being able to understand and quantify the economics of the outdoor industry will enable us to better lobby local, national, and European governments and ensure that our industry does not fall behind.”

*Historical data available for most of market, but not across all retailers