US fly retailers ‘excel’ over general tackle dealers
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A new study in the United States reveals that fly fishing retailers excel over general tackle dealers, but also identifies that there is room for improvement.
In the ‘Fly Fishing Mystery Shopper’ study, North American fly fishing retail stores score an average 73% satisfaction rate for overall customer experience, which is more than 10% higher than general tackle shops.
The study assesses the current retail environment for beginner and experienced fly anglers, and identifies opportunities for improvement in customer service and fishing license sales.
Key findings include:
- Fly fishing store workers asked shoppers to strongly consider taking an introductory fly fishing course (before or in addition to purchasing gear) more frequently than general fishing retail stores.
- Fly fishing retailers are good at identifying customers’ skill levels – 72% asked questions about this compared to 45% of general fishing retail stores.
- Customer contact information was collected by only 10% of stores included in the study, despite this being key data for retaining and reactivating customers.
The full report, conducted by the Recreational Boating and Fishing Foundation (RBFF) in partnership with the American Fly Fishing Trade Association, can be found at the RBFF’s website takemefishing.org.