EOG Invites Outdoor Retailers To Participate In Key Market Data Programme

The European Outdoor Group (EOG) has issued an invitation to outdoor retailers to join a key market insights programme. The Outdoor Market Intelligence Service (OMIS) went live during the recent European Outdoor Summit, with an online dashboard that will deliver real-time monthly sales data from outdoor retailers operating in the UK. Created through a partnership between the EOG and Sporting Insights, OMIS will include figures from independent retailers and major bricks and mortar and online chains, visible on an aggregated basis at brand and model level.

The Outdoor Market Intelligence Service will initially provide retail sell-through analysis for the UK outdoor market, with aspirations to extend coverage across Europe. OMIS has gone live after two years of development by the EOG and market insights partner Sporting Insights. 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 many of the UK’s biggest outdoor businesses, along with specialist independents. As well as providing the latest figures from the UK outdoor retail landscape, the OMIS dashboard will include historical data going back to 2019, providing immediate insights into market performance both pre- and post-pandemic. At the time of launch, data will cover an estimated 60% of the total UK outdoor market, with continued growth in the breadth of the reporting planned over the coming months.

Companies that sign up to OMIS early will be able to help guide the development of the interactive dashboard portal and its features. This month, data contributors and early subscribers will get access to the dashboard for feedback and familiarisation. In addition, early subscribers will have the ability to lock their pricing in for the first three years. From 1 November, the full dashboard will be live for all subscribers. Development will continue after this date, which will mark the official launch of the full reporting product.

OMIS subscribers can sign up to two levels of access:

· Contributors - those who contribute data will get free access to comparative market-level data

· Subscribers - those who subscribe will see SKU-level data, market share comparisons, and filtering added on an ongoing basis.

Subscriptions are priced according to the depth and breadth of data that companies want to access. 

During the European Outdoor Summit on 28 September, Richard Payne from Sporting Insights and Scott Nelson from the EOG presented the new OMIS dashboard with live data. Below are some images of the dashboard in action, showing only a very small selection of the views, filters and charts and graphs available.