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Marketing and Sponsorship

Packers Adjust One-Day Tent Sale To Include Online Platform Without End Date

The Packers Pro Shop "gave up the canvas some time ago, but now its annual Tent Sale is making the leap to the 21st century;" beginning this year, the sale "will be conducted more online through the www.packersproshop.com website," according to Richard Ryman of the GREEN BAY PRESS-GAZETTE. Most items "also will be available in the Packers Pro Shop at Lambeau Field, some exclusively, but it won't be a one-day bazaar with dozens of tables, hundreds of customers and thousands of items." Packers Dir of Retail Operations Peggy Prebelski said, "This new step will allow us to serve a wider audience, including those who haven't been able to make it to our store in person." Prebelski added that she had "heard from fans in other parts of the country who were unhappy about not having access to sale items." Prebelski: "We have people saying, 'I can't get there because I live in Alaska.'" However, she has also heard complaints from people who are not "happy about the change." Ryman notes the Packers launched the Tent Sale in '94 in the Lambeau Field parking lot "under a real tent" but 11 years ago moved it to the Lambeau Field Atrium. Instead of being a one-day event, the sale now "will continue until items are sold out" (GREEN BAY PRESS-GAZETTE, 4/15).

SELL ME THIS PEN: Ryman profiled Prebelski, who has "clear goals" in her new role with the Packers: increase sales of team merchandise, "especially online, and keep the customers happy." Merch sales "are a significant source of income for the Packers, and online sales account for more than half the total." The Packers "do not provide information in detail, but sales and marketing revenue" for FY '13-14 totaled $35.6M, up 9% from the previous year. Prebelski said, "Sales are very good. We are really going to emphasize sales in e-commerce." Ryman notes her domain "includes the 21,500-square foot Packers Pro Shop, its related warehouse operations and the team's call center," and innovation "will be the watchword." The team also "plans to improve its direct-shipping services." The Pro Shop is "eliminating its nonbranded merchandise area." Prebelski said that the initial idea was "some visitors who are not necessarily Packers fans might buy Nike or Tiger Woods items," but that most people come to Lambeau "to buy Packers or Lambeau merchandise." She added, "You have to keep moving. If it's not working, you try something different." One of the "keys to increasing in-person Pro Shop sales is to get locals to shop there." The Packers in recent years "increased local advertising to remind people of the Pro Shop" (GREEN BAY PRESS-GAZETTE, 4/15).

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