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What's New in the Ski Industry for Winter 2012-2013?

Part 2 - It's all about you....

featured in News & reviews Author Sophie Nicholson, Val d'Isere Editor Updated

The ski industry is an ever-changing, ever developing world where companies, manufacturers and resorts continuously strive to keep up with consumer demand, stay ahead of competitors, and deliver a top notch customer experience.

In Part 1 of our What’s New in the Ski Industry for 2012-2013 feature we looked at the growth of the backcountry sector and developments in the ski insurance world. This time we’re taking a deeper look at moves being made towards delivering an improved customer experience in the ski industry and highlighting some new ventures that we consider to be particularly innovative for winter 2012-2013.

When it comes to retail, customer satisfaction is key. Anyone who has ever set foot in any North American ski shop/resort bar/or mountain restaurant will know the lengths they go to make sure you’re happy with the service. While the sometimes excessive friendliness and concern for client wellbeing can ruffle or even annoy some of us more reserved Euro/Brit types, it makes perfect sense: if we are happy, we will pay and tip, will probably return to do the same again, will tell our friends about said wonderful happy place et voila - the retail establishment will make more money. Rocket science? I wonder....Anyway, after years of the European ‘laissez-faire’ approach to customer service, we are delighted to see that more and more businesses across the Alps are championing a more customer service-oriented focus. One such business is The Boot Lab in Courchevel Moriond (that’s 1650 to you old school Courchevel name callers!) who are trying to deliver a more complete approach to retail. The Boot Lab offers a personalised service across all products from customised boots and skis, backcountry safety gear and apparel. But they don’t just sell products and say goodbye to customers when they leave the shop - they also write a blog with gear reviews to help point you in the right direction pre-purchase and offer tips on how best to use the kit you have just bought. They have even installed an avalanche transceiver checker outside their shop that will alert you in the case of any malfunction of your device. In the words of The Boot Lab’s Ewan Mackie - ‘I know it can sound contrived but we really do believe that we are selling experiences which constitute a lifestyle rather than simply physical objects’. Amen to that.

Also making a bid to offer top level customer experience are the resorts themselves. Across the Alps this winter there are reports of faster and more efficient lifts like 3S in Morzine/Avoriaz, snowparks like the one in Val Thorens where you can film yourself getting big air, new DVA parks to practice using your avalanche transceivers, better standards of accommodation, waterparks, the list goes on and on. One particular product offered by resorts that really appeals to us at Skinets HQ is the ‘First Tracks’ programme where resorts open their pistes to select groups first thing in the morning. What this means is that you and your pals can take the lifts before the resort opens, have a sunrise breakfast with the mountain pros and then be the first to ski back down the pistes on freshly groomed snow! Whilst First Tracks programmes are by no means a new thing over here in the Alps, they are sometimes not on the radar of regular holidaymakers and we think they really should be! So if you like fresh snow, getting away from the crowds and doing something a bit different, make sure to enquire whether your ski resort of choice offers the ‘First Tracks’ programme.

Another area of the snowsports industry to have undergone changes that will improve overall customer experience is in the sphere of professional competitions. In 2013, the Freeride World Tour, Masters of Snowboarding and Freeskiing World Tour will merge to create one unified global championship series: The Swatch Freeride World Tour by The North Face. The motivations and benefits of this consolidation are widespread but one thing’s for sure - it is sure to be a better set-up for members of the public around the world who want to see the best skiers and snowboarders in action. Previous segregation of the competitions meant that many athletes would tend to just compete on home turf and so none of the events offered the public a true, global representation of freeride skiers/snowboarders. In 2013 however, it’s all change and now the best freeriders from both North America and Europe will compete all over the world giving the public a unique chance to see all their ski/snowboard heroes in the same place at the same time! This premier big mountain event is set to roll into Chamonix from the 26th January - 1 February and the World Tour Finals will be held in Verbier from the 23rd - 31st March so make sure you’re in town!

Like the ski industry, the world of technology is constantly changing and so it is no surprise that there is significant crossover between the two. More than ever before, the winter of 2012-2103 sees some serious techy bits of kit on the market and numerous innovations across the industry designed to appeal to skiers looking for something a bit different. We’ve got GPS googles that allow you to track how far and fast you’ve travelled, resort snowparks that allow you to film and download your tricks, and even Wifi on the slopes in Val Thorens. Of all the innovations we’ve heard of recently, we thought that wireless ski poles definitely merited a mention! The idea is the brainchild of Utah resident and designer Anthony Griesel who wants to produce ski poles that allow users to take phone calls and texts on the slopes. Whilst the project is still currently seeking financial backing, Griesel’s aim is to create a product that allows skiers to use their phones without having to fumble around in ski gloves trying to find handsets in deep packs and pockets. Apparently users will be able to answer calls by simply swiping on the pole even when wearing gloves.......I wonder :)

Whilst we wait to find out how the winter of 2012-2013  will play itself out - not to mention the crazy wireless ski poles! - it’s safe to say that there are a whole lot of moves being made across the ski industry to ensure that we skiers and snowboarders have the best time possible on the slopes. These are exciting times in the world of snowsports so be sure to check in regularly with our ‘what’s on’ section where we will keep you up to date with all the latest goings-on. In the words of the famous philosopher Ferris Bueller - ‘Life moves pretty fast.If you don’t stop and look around once in a while, you could miss it.’