• EOG’s Outdoor Market Intelligence Service (OMIS) delivers real-time sell-through data from outdoor retailers

• EOG to roll out OMIS to France and DACH after success in the UK

The European Outdoor Group (EOG) has announced that a key market insights programme is expanding into two new markets. The Outdoor Market Intelligence Service (OMIS) is rolling out into France, and into the Germany, Austria and Switzerland (DACH) region, after a successful launch in the UK. Developed by the EOG and Sporting Insights, OMIS delivers real-time monthly sales data from outdoor retailers and will be delivered in France in coordination with national association Outdoor Sports Valley (OSV), and in DACH with outdoor and sports IT consultancy OUTTRA.

Launched in 2023 after two years of development, OMIS provides an up-to-date sell-out audit of the outdoor retail landscape, covering data from all key channels, including: Chains and independents; big-box and specialty; online and D2C. In the UK, retailers that contribute to the service include many of the country’s biggest outdoor businesses, along with specialist independents. As well as providing the latest figures from the UK outdoor retail landscape, OMIS provides historical data going back to 2019, offering insights into market performance both pre- and post-pandemic. Data now covers an estimated 60% of the total UK outdoor market.

In France and the DACH markets, OSV and OUTTRA are the designated national partners respectively, promoting and enriching the development of data contributors and subscribers to the service. This aligns with the programme’s progress in the UK, where the Outdoor Industries Association (OIA) is the official OMIS partner. Following a similar process to that which worked well in the UK, pilot groups of contributors for each new region are currently being finalised and the next steps will be to start receiving test data.

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Scott Nelson, managing director of the EOG, comments: “OMIS has made excellent progress in the UK and is now starting to exceed initial expectations, providing a quantity and quality of real-time sell-through data that is of huge value to outdoor businesses. It is now a core component of our market insights programme, working in tandem with our well-established State of Trade report, which is currently being updated and upgraded to align with OMIS.

“We’re grateful to our retail partners, Sporting Insights, and the Outdoor Industries Association, whose collaborative efforts have made it possible to deliver this valuable new service in the UK. Looking forward, we’re excited about working with Outdoor Sports Valley and OUTTRA to repeat and build on that early success in France and the DACH region. I urge any outdoor retailers in those markets to come forward and support OMIS. The benefits for them, and our sector as a whole, will far outweigh the resources required to get involved. Our longer-term ambition is to roll out OMIS throughout Europe, and our progress to date has given us confidence that we can achieve that.”

Richard Payne, joint managing director at Sporting Insights, adds: “The success of OMIS in the UK delivers clear proof  that the concept works and that there is a demand within the trade for the real-time data that the platform provides. That’s been possible thanks to the leadership of the EOG and effective collaboration with partners in the market like the Outdoor Industries Association and the many retailers who have contributed. The approach has worked and is delivering very relevant and valuable data, month after month. We look forward to teaming up with OSV, OUTTRA and retailers in France and the DACH region to start the process of rolling out OMIS across the rest of Europe.”

The expansion of OMIS is being accompanied by an update to the programme’s pricing model. This allows much more flexibility in adapting the offering to each individual organisation's needs, depending on the depth, frequency and spread of data required. Prices for accessing OMIS start at €1,200 per month. To discuss OMIS pricing options or joining the pilot groups in France and DACH, contact Hannah Piatok directly at hannah.piatok@europeanoutdoorgroup.com.

For the latest information and news on OMIS and the EOG’s other market insights projects visit www.europeanoutdoorgroup.com/knowledge-hub/market-insights.

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