Created through a two-year collaboration between EOG and sports analytics data company, Sporting Insights, OMIS aims to include data from independent retailers, as well as major brick-and-mortar and online chains, presented in an aggregated format at both the brand and model levels.
OMIS claims to represent a comprehensive audit of the entire retail landscape by covering sell-through data from all significant channels, which include chains and independent retailers, major retailers, speciality shops, online outlets, and direct-to-consumer sales.
Data can be broken down by category and channel, including total sales and volumes represented through various chart and graph formats. The dataset can be further explored to focus on specific categories, pinpoint category trends, and assess brand and model-level performance.
The online dashboard aims to deliver retail sell-through data that will cover approximately 60% of the total UK outdoor market, with plans for continued expansion into the European market in reporting breadth in the months ahead.
Scott Nelson, EOG operations director commented: “This is a landmark project for the outdoor sector. Alongside the EOG’s State of Trade, the Outdoor Market Intelligence Service will deliver the most detailed, accurate and up-to-date market data that the industry has ever had access to.”
In addition to the most current figures from the UK outdoor retail sector, the OMIS dashboard will incorporate historical data dating back to 2019, offering insights into market performance both pre and post-pandemic.
EOG reports that several major UK outdoor businesses, along with specialist independent retailers, are already contributing to the service.
Companies that choose to participate in OMIS early will have the chance to influence the development of the interactive dashboard portal and its features. In the coming months, data contributors and early subscribers will gain access to the dashboard for feedback and familiarisation.
OMIS subscribers can select from two levels of access:
- Contributors: Those providing data will receive free access to comparative market-level data.
- Subscribers: Those subscribing will have access to SKU-level data, market share comparisons, and additional filtering features, which will be continually expanded. Subscription pricing will be tailored to the depth and breadth of data companies wish to access.
Starting on 1 November, the full dashboard will be accessible to all subscribers, marking the official launch of the complete reporting product.
Early subscribers will also have the option to lock in their pricing for the initial three years and those who provide their own data will also have the opportunity to benchmark their performance against the market over multiple years. To safeguard the sensitivity of the data, only the respective retailer will have access to their unaggregated data.
Richard Payne, joint managing director at Sporting Insights, added: “Never before has the sector been in a position to share up-to-date, aggregated brand and product level monthly sales data from a critical mass of outdoor retailers in a market, including independents and major bricks and mortar and online chains.
“The dashboard is a very impressive tool for business and I hope that going live will prove to be a catalyst for rolling the service out around Europe.”
