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The OIA introduces a manifesto for 2010

Published: 13/02/2010

 
The Outdoor Industries Association (OIA) has outlined its plans for 2010, a year that it believes presents both ongoing challenges and significant opportunities to businesses operating in the sector. The OIA finished 2009 with a new chairman and board and by putting the finishing touches to the details of a sustained programme of activity for this year.

OIA chief executive Louise Ramsay explains:
“I think that 2010 will be a very challenging year for business. Although many outdoor retailers and brands enjoyed a busy December and start to the year thanks to the pre-Christmas sales uplift and the prolonged cold snap, the outlook is less clear.

“We are of course in a General Election year and the economy will dominate the political and media agendas. All of the main parties are warning of cutbacks ahead – not only will there be a tough spending round, but tax rises also seem to be inevitable. At the same time, as the country emerges from recession, interest rates may well start to creep up again, and oil prices have already risen significantly during the last few months. All of this is going to have an impact on disposable income and, more than ever, consumers are likely to be seeking great value in any purchases they make.

“2009 was the year of the ‘staycation’ and a camping and caravanning boom, and early signs show that outdoor holiday providers are already building on that success this year. However, the British weather ensured that not everyone enjoyed a warm and dry experience under canvas or portable roof last year, and the recent wintry conditions have got people thinking about getting away to the sun. So, despite the economic context, many people may well make a firm commitment to save up for a main holiday abroad. This means that we’re all going to have to work very hard to earn what spend there is available and keep it in this country.”

 “Having said all of that, it is worth bearing in mind that the UK outdoor industries are generally in good shape. Although not completely insulated from it, the sector performed relatively well during the recession, and the general public’s appetite for outdoor adventure continues to grow unabated. OIA members are the real experts in providing products and services for the outdoors. We should never forget that and the association will be pushing that message very hard to a wide audience, clearly pointing consumers towards its members for advice, services and products that will help them make the most of the great outdoors.

“During the second half of 2009, we introduced a range of new benefits and services for existing members and to attract new members. These offer excellent value when assessed alongside the cost of joining and have already helped the OIA to start rebuilding and broadening its membership base. We have succeeded in attracting members from across the sector, with the likes of Glenmore Lodge, Scottish Natural Heritage, Edinburgh International Climbing Arena and The Outward Bound Trust joining our ranks.

“Looking forward into 2010, I will continue to work with the board and dedicated working groups to develop and introduce improved benefits and services for members. There are some specific areas that we are going to put a lot of focus on:

• providing accurate and useful market intelligence;
• setting standards for retail training and sales through developing a retail skills qualification;
• encouraging people to consider careers in the outdoors through outreach programmes;
• raising our game in lobbying and influencing UK and European government on issues and legislation that impact our sector;
• collaborating with organisations to establish practical and commercial sustainability best practice models for outdoor businesses.

“Above all, the OIA will continue to support and lead on behalf of the outdoor sector, providing a clear and consistent voice for the industry. Our objective is to help to grow our industry for the benefit of all, and encourage more people to explore the outdoors, responsibly.”

OIA priorities for 2010

Market intelligence

Over the last two years, in Shaping the Future, the OIA has produced two comprehensive and well received industry reports titled ‘Shaping the Future’.. They have provided benchmarks on core consumer attitudes and buying habits. In 2010, the association will build on the success of Shaping the Future and develop even more detailed and insightful market intelligence that clearly defines the UK outdoor sector and the organisations that operate within it. The OIA board recently set up a working group to take responsibility for this area of work, which aims to deliver results in the summer. In addition, the association will be undertaking more regular consumer surveys to better inform and influence the consumer media.

Careers and skills

The first initiave of the year is the OIA Retail skills qualification. Working with Skillsmart Retail, the sector skills council for the retail industry, the OIA is developing a competence based qualification for outdoor retail staff that will recognise the work that they do and provide a benchmark standard for the whole sector. The pilot project will start in mid February with a select number of OIA member stores, with a full Retail Skills Certificate scheme due to launch later in the year.

The units of competence within the new qualification reflect actual working practices and will reinforce skills which retailers need to develop in their staff in order to trade successfully. The OIA is keen to enable all retail members to access the qualification from summer 2010 and include it as part of their strategy for staff development. The aim is to promote best practice for training within the sector and help businesses develop and recognise the skills of their staff. The Retail Skills Certificate will help to establish a clear, consistent standard for the outdoor sector that can be communicated to both the trade and consumers, for the benefit of all.

In addition, the OIA will be encouraging careers in the outdoors through outreach initiatives. These will include supporting the Career Zone at the NEC Outdoors Show and providing speakers from across the industry sectors to promote the outdoors in all its guises, as an aspirational and rewarding career choice. The association will also be presenting at the new Outdoor Pursuits show in Scotland to do the same.

Lobbying, legislation and influencing UK and Europe governments

This is a priority area for the OIA and another for which a working group has been created. Simply keeping a track of legislation, and potential legislation, that could have an impact on the outdoor sector is a difficult task. So, exerting any influence on politicians or legislative bodies is even more challenging. The OIA will establish a clear position on issues, identify a route in to key policy makers and then lobby using clear reasoning, backed up by relevant evidence. This won’t be achieved in isolation by the association and the working group is drawing up a plan to co-ordinate with organisations such as the European Outdoor Group and the English Outdoor Council, along with other trade and consumer groups that operate in the outdoors.

Practical and commercial sustainability best practice

The OIA is entering its third year of working with the team behind the annual Innovation for Extremes conference. Based at Lancaster University Management School, Innov_ex 10 will be held on Wednesday 28th April and as ever is being organised by Mary Rose and Mike Parsons. The OIA is presenting sponsor of the event and is working with Mary and Mike to develop a full and stimulating programme that follows the theme: “Sustainability: Products, Processes and Activities”.

The 2008 and 2009 conferences positioned Innov_ex at the forefront of discussion around responses to climate change in the outdoor industries. This year’s event will focus on the practical and commercial challenges (and opportunities) businesses face in achieving sustainability and, in particular, will address the difficulties that smaller companies have to overcome. Innov_ex will highlight the importance of developing holistic approaches to supply chain management to inform choices that impact on both the environment and on businesses. The conference aims to provide those who attend with an array of impactful and commercially sensible options for introducing improved sustainability into their business plans.

During the event, the annual Innovation Design Prize will also be awarded. Now in its fourth year, the prize has developed a reputation as a springboard to commercial opportunity for new designers and represents a vital investment in the future of sustainable innovation in the outdoor industries. In the lead up to Innov_ex, the OIA will be profiling past winners on its website and through PR.

 Internationally, the OIA is also collaborating with the European Outdoor Group (EOG) on initiatives relating to sustainability and is playing an active role in the EOG’s Sustainability Working Group.

Industry Promotion

During 2009, the OIA continued to enhance its communications tools and networking opportunities – to members, the wider industry and the public at large. Key to this was the development of a new website – www.outdoorindustriesassociation.co.uk – which hosts a wide range of resources for OIA members as well as information and links for consumers.

A dedicated members’ area now includes news, a range of online business support services, research data and much more. A careers section also allows anyone interested in working in the outdoor sector to search for job opportunities – all OIA members can list vacancies there free of charge.

The website will continue to be the hub of OIA communications in 2010 and additional content, functions and services will be introduced to the site throughout the year, designed to help direct more consumers into the outdoors, well equipped and with a responsible attitude. OIA news, media coverage and content, along with external events, will be integral to delivering on key objectives for the benefit of members and the industry as a whole.

Louise Ramsay concludes:
“Despite the challenging times that we all continue to face, I am optimistic about 2010. I believe that there are going to be some great opportunities for organisations operating in the outdoor sector and the work that the OIA undertakes will respond to those and help members to make the most of them. We have a diverse and increasingly engaged membership that will be fully involved in all OIA activities, along with a strong and committed board that will ensure that the association does not falter. Our robust and comprehensive manifesto for 2010 offers dynamism, authority and leadership to the industry.”

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