BARRINGTON SPORTS TO EXPAND OPERATIONS – a model of effective on line marketing

(click on image to enlarge)

In this their 30th year of trading , Cheshire-based specialist sports retailer Barrington Sports has announced they are soon to double the size of their headquarters on the Parkgate Industrial Estate, Knutsford moving to a new 25,000 square foot building  , adjacent to their current location,  to store stock and run its thriving online sales business, as well as housing a brand new showroom shop.  The family run business remains  devoted to hockey, cricket, rugby, netball and  running products as well as baselayers  and Fitness and Exercise Equipment. It  works closely with schools, universities and sports clubs, and recently entered into a number of additional new hockey and cricket sponsorship deals.

With high street sports retailers really struggling and on line business so cut throat how does Barrington Sports keep their leading edge in the highly competitive internet based sector of the sports retailing industry? How can they actually be confident enough to expand and anticipate  a ten percent growth in the next 12 months? It’s  just isn’t  enough to offer the top brands at competitive prices on line . Well they retain a family business ethos with sports knowledgeable staff focused on ensuring high levels of customer satisfaction  and , for example, offering next day delivery, an efficient returns policy and transparency in dealing speedily with the few complaints that occasionally arise.


Under the shot I took here at a game at Cannock, one of the hockey clubs Barrington Sports help sponsor , I have added a screen capture of the “Trust Pilot” dialogue box ( a system they adopted in the summer of last year) which is there for all visiting customers to see on the company’s on line store website homepage. It shows a remarkable , consistently high, standard of  satisfaction in the form of unsolicited customer experience reviews and is used by the company as a vital KPI ( key performance indicator.) It also means that staff have constant feedback on how they are doing and can  identify and react immediately to any problem experienced by a customer with their order.  Incidentally Barrington Sports staff genuinely engage with customers and the wider sports community through an active Twitter presence and that includes  offering , very publicly , explanations and or immediate remedies for customers having problems with an order .!/BarringtonSport


Great to catch up with Neil, Barrington Sports manager at the NPower Dribble pre Olympic hockey event in Albert Square Manchester recently.

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