INTRODUCING NSGA’S NEWEST RESEARCH OFFERING! THE NSGA SHOPPER PLAYBOOK: INSIGHTS INTO THE SPORTING GOODS SHOPPER


By: Nick Rigitano, Research and Information Analyst

Shopper Playbook Cover

Did you know that 9 out of every 10 sporting goods shoppers visit a physical store prior to purchasing a product, even among the technology-savvy Millennial generation? According to NSGA’s first-ever sporting goods shopper insight study, shopping physical stores is still a favorite play call among sporting goods shoppers.

NSGA has recognized that its members have shown great desire in better understanding shopper attitudes and behavior specific to the sporting goods industry. This study brings clarity to the amount and type of research being performed by sporting goods shoppers, the role of planned vs. unplanned purchases, the incidence of showrooming, and more.

NSGA’s shopper insight report further explores shopper influences, behaviors, and decisions along the purchase journey, leading to recommended actions intended to maximize purchase conversion and satisfaction. The study identifies four stages to the sporting goods shopper’s path to purchase and six key behaviors that occur along the path.

This extensive, multi-phased study examined the attitudes and behaviors of over 5,000 sporting goods shoppers. A variety of methodologies, involving qualitative and quantitative research, were used inside and outside of the retail store to capture the key insights.

For more information on each report and to purchase your copies today, please visit www.nsga.org/research.