Elaborating on a discussion of the concession stands at NASCAR, it’s no surprise in this financially driven society that the number of merchandise options, both physical and virtual, are available to the multitude of NASCAR enthusiasts that represent likely the most diverse fan base in all of professional sports.
Possibly my favorite aspect of the NASCAR.com store was the custom shop page, a truly genius idea in my eyes. In this part of the website a fan, regardless of affiliation or level of NASCAR intensity, can select from many different types of clothing and outerwear as well as use numerous combinations of designs specific to NASCAR or its drivers. A wrinkle in the options that really benefits NASCAR is an extensive version of something I have seen in other similar sites, be they Greek school organizations or sports teams or anything similar. Each piece of merchandise, especially basic clothing, has not only the two basic sides (front and back) available for screen printing, but five possible positions: front, back, both sleeves, and an extra area at the top of the back for an optional driver’s signature or nameplate to make the shirt or sweat shirt that much more authentic. This personalizing comes with an extra $5 charge, a perfectly reasonable cost for “genuineness”. While most major sports’ websites do have the side sleeve option, the personal aspect of NASCAR’s edition – autographs, actual driver pictures – enables NASCAR to cater to that many more fans. Speaking specifically fiscally, the occurrence of more numerous merchandise options translates directly to a higher profit margin. The age old equation applies: More people, more money; more money, more fun.
It all comes back to business appeal and profitability, and while the NASCAR.com site cannot provide the atmosphere of a real NASCAR race, it does a great job of providing as extensive a selection of any particular brand of merchandise I’ve seen. The ability to cater to all types, shapes, and sizes really gives NASCAR a great deal of flexibility in the sales department. What other store offers grill covers, binoculars, cooler cushions, and satellite dish covers all with your favorite drivers’ name and number on it, and even some with the ability to be personalized further? The every-man nature of NASCAR’s business plan is really one to latch on to, and something I believe will continue to remain successful – as long as the gas doesn’t run out. DO