WHEN it comes to sports equipment and accessories, one site stands out not only in the minds of consumers, but also among local entrepreneurs and retailers: Toby’s Sports. More than just a driving force for individuals to get into sports and into shape, the company has become a paragon of retail excellence for having dominated the local sporting goods trade through sheer competitiveness and marketing innovation.
Toby’s Sports recently won its 4th Outstanding Retailer of the Year award (Special Store Medium Category) during the 2010 Philippine Retailers Awards (PRA) night, a feat that earned it the Outstanding Filipino Retailer Hall of Fame Award for 2010. The store offers the most complete line of sporting goods in the country. Its selection includes over 101,600 sports products from 148 respected brands that cover 46 different sports, from indoor hobbies, outdoor adventures, fitness and athletics, to team-based sports, water recreations, and intense individual competitions and fitness engagements, including all manner of apparel and accessories.
Innovative Marketing
Toby’s Sports, founded by Roberto Claudio Sr., started in 1978 as a humble toy shop until its transformation into a sporting goods powerhouse. Highlighting this evolution was its innovative store design that creates an interactive and appealing environment for shoppers. Their flagships store, The Arena in Glorietta, SM The Block and SM Mall of Asia showcase a full badminton court that allows customers to immerse themselves in a real game just to try out their rackets or shoes. Other interactive attractions include the basketball shootout and an indoor rock climbing wall that customers are free to use and test their skills.
Other creative marketing and promotional programs have become benchmarks in the industry, such as seasonal or thematic recreation campaigns, well-timed product-specific and sports-driven promotional programs, major sporting events sponsorships, and other activities designed to ignite consumer demand.Â
Toby’s Sports also heavily engages in digital marketing by offering online ordering and delivery, social networking news and updates via Facebook and Twitter, and product promotions through its website and e-newsletter.
Quality Operations
Toby’s Sports continually upgrades its operations capability to apply the best practices in the retailing business. Its consistent sales program includes seminars that provide sales staff with extensive product knowledge, advanced sales competency, and performance recognition. Toby’s Sports also employs a comprehensive operations manual for each section of the company to guide employees and management in its daily functions and improve its policies and procedures.
Giving Back
In return for its 33 years of success, Toby’s Sports implements its pioneering corporate social responsibility program, the Toby’s Youth Sports Foundation, which focuses on the development of sports among the youth at the grassroots level. Over the years, it has implemented many activities such as the Toby’s Junior Volleyball League, Summer Tennis Festival and the Youth Badminton Tournament.
The company also conducts free sports clinics and donates sports equipment to charitable institutions. It also supports promising young athletes thru the Futures Tennis Foundation, and worthy sports teams such as the Philippine Sports Association for the Differently-abled (Philspada).
With over 40 stores nationwide, Toby’s Sports has served over 12 million customers and continues to grow. Under its holding company Quorum Group of Companies, it has ventured into two new retail formats in 2009: Runnr, the first world-class running specialty store in the country, and Urban Athletics, which offers sports-inspired streetwear for urban dwellers. The company’s evolution continues as Toby’s Sports looks to maintain its dominion over the sports retail industry for years to come. For more information, visit Toby’s Sports at Arena Cagayan de Oro or you may contact tel. nos. (088) 856-4615. You can also visit their website at www.tobys.com for the latest products, promos and events.
article from Gold Star Daily news
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