Magnify optic sales: beyond hunters and shooters, dealers are focusing on a diverse customer base

Shooting Industry, July, 2002 by Roger Combs

Optics are a large part of a gun dealer's business, especially those who cater to hunters and target shooters. But optics car provide impressive profits for dealers who aim at a broader customer base.

Many of the optics used in traditional gun-related actives are now being used by bird watchers, NASCAR and football fan and soccer moms.

Inside Tips

One successful dealer who discovered the birder, hiker and fishermen market while still taking care of hunters and shooters is Tim Evans of Fisherman's Outdoors in Portland, Ore. Before and during Oregon's hunting seasons, the store stays busy mounting and bore sighting riflescopes. But throughout the year people pass through his store looking for optics for other reasons.

"Most customers who hunt have their favorite rifle range nearby," Evens said. "And they do their own final riflescope adjustments. But then again, most of our sales are binoculars, covering all price ranges from the least to the most expensive."

Evens sells most of the better-known brand names, with Bushnell's line appealing to the majority of his customers.

Pacific Flyway Sports' has eight outlets in the West and Northwest. The stores cater to hunters and shooters, especially the Idaho Falls outlet, located in hunting country. Riflescopes are at the top of optic sales.

"In Idaho, most rifle hunting is long range," said store manager Mike Parson. "The average deer kill is from about 175 yards, while the average shot taken may be up to 350 yards."

The 30,000 square-foot-store uses a Gift Bar, where binoculars, gloves, compasses and other last-minute items are displayed.

Parson says he carries most brands such as Bushnell, Nikon, Simmons, Tasco, Trijicon, Weaver, Zeiss and Swarovski, with 90 percent of his sales going to rifle hunters. But at the Pacific Flyway store in Midvale, Utah, manager Dale Smith said that a larger percentage of sales are to binocular users.

"At Midvale, we carry most brands of optics. We have found that the 8 to 10 power rubber-coated-body binoculars are the most popular for our customers."

Customer Traffic

Al Allen of Double-Action Sports in Madison Heights, Mich., is an Alpen Outdoor "showcase dealer." He also stocks optics from Bushnell, Colt and Winchester.

"We display optics products directly across from the firearms," Allen said. "Each firearm buyer turns away from the display and looks directly at the optics, unable to miss the many in-store promotions."

The Summit Hut in Tucson, Ariz. pulls strongly from the area's climbers, hikers, backpackers and birders. Individual sales are in the $150 to $250 range.

"Most of our customers look for brands they know such as Leica, Nikon, Pentax and Swarovski," said manager Dan Davis.

The 42,0000-squared-foot Meadows General Store in Virginia's rural Blue Ridge Mountains attracts plenty of hunting customers. But the store also caters to tourists, hikers, boaters and bikers.

"Many of our Alpen binocular customers want small, compact models to tuck away in their car or boat," said manager Barbara De Remer.

Meadows displays one of each of Alpen's binocular models, which customers can take out to the store's porch and view far-away objects.

The Right Focus

Optics profits, dealers say, are there for the making if you appeal to consumers beyond shooters. Keep your store uncluttered, clean and well-lighted. This will help attract the increasing number of customers who do not hunt or shoot.

RELATED ARTICLE: Optics Inventory

Alpen

Alpen makes more than 45 styles of binoculars and seven spotting scope models. For 2002, Alpen has enhanced their top-of-the-line Alpen SE binoculars with fully coated BAK4 optics.

BSA Optics

BSA offers more than 48 riflescopes. The newest models are the Catseye, with a long eye relief and larger pupil exit opening for low-light situations. The Power Bright has the features of the Catseye, plus' a lighted red reticle.

Bausch & Lomb

Two porro prism Discoverer binocular models are new, the 8x42mm and the 10x42mm. Their bodies are made of magnesium alloy with RainGuard coating, and all models have long eye relief with twist-up eyecups.

Bushnell

A mid-size 8x32mm and a compact 9x25mm are now offered for 2002. All Legend binoculars have a RainGuard coating for cleat views even in adverse weather.

Burris

On the high end of the rifle scope price range are the Mr. T titanium models in 2.5-10x50mm and 4-16x50mm. The scope tube and eyepiece are made of solid titanium for lightweight strength and durability. The new 8x26mm pocket compact binoculars are waterproof and feature long eye relief.

Fujinon

Riflescopes, spotting scopes and binoculars for civilian, military and law enforcement work constitute Fujinon's optics line. Five rifle-scope models in the hunting line include: 1.5-6x42mm, 3-9x42mm, 3.5-10x50mm, 4-12x42mm and 6.5-20x40mm sizes.

Kahles

Kahles 30mm scopes are lightweight and compact. The 1.1-4x24mm model is designed for hunting in tight cover. The 1.5-6x42mm model is designed for hunting dangerous game. The 2.5-10x50mm size is designed for long-range hunting.