OPTICS YOU
CAN RELY ON
Binoculars are a vital tool for hunters and outdoorsmen in
general. For retailers they are equally essential items to stock
and sell as they make for a great product category to off er
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next to firearms and rifl escopes.
IDENTIFICATION
Although recent technological
advancements such as thermal
imagers will beat binoculars
hands down when it comes to
detecting game animals out
in the fi eld, even during the
day, regular optics are still king
when it comes to identifi cation.
Correctly identifying the
quarry you are after is a key
part of any successful hunting
trip. Something you will no
doubt struggle to achieve
without a decent pair of
binoculars. Th ey will not only
allow you to identify your target
species but also help you to
better appreciate the lie of the
land, assessing the terrain and
environment in which they
are residing and even keeping
an eye out for any problems to
make sure you have a safe shot.
TECHNOLOGICAL
ADVANCEMENT Although
optical devices such as
binoculars have been around
longer than fi rearms, the latter
seem to have been perfected
quite a bit earlier. Take for
example the Mauser 98 boltaction
rifl e. Many people still
swear by this type of rifl e which
hasn’t really changed for over
100 years. Try fi nding someone
who still swears by a pair of
binoculars that is more than
100 years old. Truth is, in the
last century optics technology
has made such enormous leaps
forward that most binoculars
around today, from entry-level
on up, are probably better than
anything conceived in the same
age Paul Mauser conceived his
famous 98 bolt-action rifl e.
CONSTANT IMPROVEMENTS
Th e performance of lenses,
prisms and coatings has
continually developed, reaching
a point where even some lowermiddle
segment optics perform
really adequately. Meanwhile,
the very best have got better
too and in extreme conditions
the reasons for spending as
much as the hunter can aff ord
on buying good optics will pay
dividends. Th e key to making
good binocular sales is in
understanding the features and
benefi ts of particular product
ranges, the diff erence between
basic, mid-level and high-end
products and exactly what
a hunter will require out in
the fi eld. For example there
are huge diff erences between
dedicated binoculars for lowlight
conditions and those for
daytime use. Keeping abreast
of the latest technology and
the increasing ability of these
products is vital if you want to
give customers valuable advice
on what to buy. Taking into
account all the eff ort and cost
involved in serious hunting
and stalking trips, the case is
easily made to enhance their
experience with quality optics.
REASONS TO BUY
As our survey shows, hunting
is by far the most important
reason why binoculars are
purchased at fi rearms retailers.
General outdoor pursuits come
in second place. Although
bird watching is an important
market for optics companies, it
makes up for a relatively small
segment in the gun related
retail market.
BEST SELLING MODELS
Full-size models with an
objective diameter of 40-
42mm are still king of the
hill. Even more so since they
account for nearly half of all
binocular sales according to
our retailers. Midsize models
with 30-32mm objective lenses
are also on the up with some
retailers even claiming over-size
binoculars are they best-selling
category.
OPTICAL QUALITY FIRST
Good optics can mean a real
diff erence in the fi eld. Great
optics will change the way
you see the world for ever. You
really get what you pay for
with binoculars, and optics in
general. Which might explain
why optical quality beats price
as major reason for buying
a certain pair of binoculars
hands down. Size is another
determining reason size, even
more so than weight, make/
name and build quality.
MID-PRICE SEGMENT TAKES
THE LEAD
With sales of high-end
binoculars stabilized and even
down, according to our survey,
it’s the entry level and especially
the mid-end that really shines
nowadays. Sales of mid-price
models have charged forward.
Th e popularity of mid-price
models explains why premium
brands from Germany and
Austria have created mid-level
and even entry-level products
to break open new markets
next to their traditional highend
territory. Although many
hunters are still want the very
best, a big chunk of the market
is clearly looking for great
quality at a reasonable price.
RANGEFINDERS KEEP
GROWING
It goes without saying that
knowing the distance to your
target is a vital part of shooting
accurately. Th is is when
binoculars equipped with a
laser rangefi nder shine. With
the simple click of a button
you know the distance between
yourself and your quarry.
As more and more hunters
are travelling the world in
search of game and adventure,
SPOTLIGHT ON...
BINOCULARS
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