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国产吃瓜黑料 Business Journal

The Outdoor Brand Playbook, Part 4: Going Above & Beyond for Retail Partners

Customers still love brick-and-mortar retailers鈥攕o the smartest vendors make sure shoppers know where to get a premium touch-and-feel experience with their gear

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The Outdoor Brand Playbook Part 4--Leki at Walkabout Outfitter, close up
Good will galore: when Leki makes an online sale from its own website, it prompts the customer to choose a local retailer who will get 25 percent of that purchase price in credit or cash. (Photo: Courtesy)

The Challenge: Finding Ways to Support Your Dealer Network

It鈥檚 one thing鈥攁 great thing鈥攆or vendors to refrain from trying to undercut the wholesale side of their business. But the truly enlightened take it a step further and actively help their retail partners make the sale. Highlighting stores that carry their product locally, boosting retailer marketing, training employees how to sell the gear: it all adds up to a stronger brand by putting the consumer first.

鈥淓very opportunity that a brand can take to make it more convenient for the end consumer to find that product, [it should],鈥 said Kristen Carpenter-Ogden, founder of Verde Brand Communications and host of its Channel Mastery podcast. 鈥淭he short-term, margin-taking mentality鈥攖hat鈥檚 what鈥檚 killing everyone. Look at the longer view: here鈥檚 what my consumer needs, and I鈥檓 going to make it easy and fun for this consumer to find this product.鈥 The key truth behind this perspective: most people still prefer to shop in brick-and-mortar stores (as we鈥檝e previously reported in this series, ecommerce accounts for only 10 percent of retail sales overall).

So vendors who don鈥檛 push customers to their neighborhood gear shops could be missing out. It starts with a brand鈥檚 own promotional materials, noted Rich Hill, president of Grassroots Outdoor Alliance. 鈥淗ighlight your retail partners in all your printed materials, especially if you have a catalog,鈥 he said. 鈥淢ake it obvious the product is available in the local market.鈥 Brands can also encourage dealers to do the same thing by giving them brand-specific marketing materials for the area, from physical displays to shareable content for newsletters and social media.

Vendors should even virtually tap customers on the shoulder when they鈥檙e browsing a brand鈥檚 website to make sure shoppers know about local buying opportunities, said Christian Gennerman of 180 Commerce. Technology that allows brands to share a store鈥檚 inventory data (like the Locally platform) makes it easy to spotlight neighborhood stores with a specific product in stock on the brand website. Vendors should also 鈥渦se the inventory feeds from their retailers when the brand is out of stock,鈥 Gennerman said. 鈥淸Tell customers] 鈥榊ou can buy from one of our retail partners.鈥欌

The opportunities don鈥檛 end when a brand has successfully enticed a shopper into a specialty store, either. Vendors that set up in-store clinics or training sessions on selling their technical products empower employees to confidently and competently introduce them to consumers. After all, educated, passionate clerks on the sales floor pointing shoppers to that perfect pack, boat, or tent for their needs is the cornerstone of the specialty retail experience鈥攁nd exactly the kind of thing that builds a devoted customer base.

The Outdoor Brand Playbook part 4 Alpina screengrab
Ecommerce company聽MWRC (Manufacturers, Wholesale, Retailers, Consumers) creates checkout systems that allow consumers to choose a local retailer to support. Brands like Leki and Alpina then pay those retailers up to 25 percent of the sale as a gesture of good will. (Photo: Screenshot)

The Fix

Devote time and resources to developing a retailer support strategy. Consider ways to get shoppers in the doors of local dealers鈥攕ay, 鈥溾橦ey, customer, here are five options for you to buy my product,鈥欌 advised Mike Massey, founder of Locally and owner of Massey鈥檚 Outfitters鈥攁nd ways to help employees sell gear once they鈥檙e inside.

The Strategy

Enabling customers to discover the brand鈥檚 gear in stores extends from marketing to person-to-person training.

>> Help them help you Supply marketing content that dealers can use to promote specific products or the brand itself. Platforms like Promoboxx streamline the process, letting retailers access a brand鈥檚 marketing campaigns and tweak them to fit local needs, or pull posts from Facebook or Instagram and push them across the store鈥檚 own social media, such as the Free Fly Apparel post by Half-Moon Outfitters, below.

>> Get them wired Dealers don鈥檛 have the software necessary to share inventory data? Help them get it. 鈥淏y keeping an awareness of inventory, there鈥檚 an opportunity to help everybody sell this product,鈥 said Gennerman.

Nemo Equipment reps clinic REI employees at a campsite in Spicewood, Texas
NEMO Equipment reps are known for their excellent clinics, which help retailers understand the technical nature of the products. Here, they school REI employees at a campout in Spicewood, Texas. (Photo: Courtesy)

>> Be smart about store education Not every piece of gear requires a how-to-sell clinic, said Hill: 鈥淏rands like NEMO need to be cliniced, because they鈥檙e technical. I look at a NEMO sleeping bag and I don鈥檛 know what the gills are for. Their tents require setup.鈥 The more differentiated gear is from other product, the more it needs in-store training. But be careful not to let clinics devolve into 鈥渃asting shade on other brands,鈥 noted Hill, as the retailer is trying to sell that gear, too.

>> Spread the wealth Consider putting a price tag on retailer support and share profits with your dealers, as Leki does (below).

Case Study: Leki

When ski and trekking pole brand Leki branched out into a direct-to-consumer sales channel, leaders had concerns about the effect the new business would have on its dealers. So Leki decided to go beyond traditional store support and actually cut retailers in on website sales about five years ago, said U.S. vice president Greg Wozer. The brand partnered with the MWRC ecommerce company (which stands for Manufacturers, Wholesale, Retailers, Consumers) to run the website鈥檚 shopping cart.

Here鈥檚 how it works: when customers click 鈥淏uy Now鈥 on the Leki website, they鈥檙e prompted to enter their zip codes. 鈥淚t immediately shows them five retailers within a 50-mile radius of where they are,鈥 Wozer explained. 鈥淭hen they have to choose a retailer to share the revenue with.鈥 Leki fulfills the order out of its warehouse, then sends the chosen retailer a notice, including the customer鈥檚 contact information for potential follow-up. Every month, Leki pays out (in dollars or credit) 25 percent of the full retail selling price. 鈥淭he retailer didn鈥檛 have to buy the product, stock it, or price it,鈥 he added. (The website鈥檚 functions are currently being updated, but Leki plans to have these online tools back up and running before Outdoor Retailer Summer Market 2018.)

A quarter of the brand鈥檚 online revenue doesn鈥檛 add up to huge profits for dealers, Wozer acknowledged鈥攍ast year, Leki spread about $40,000 across roughly 1,100 retailers鈥攂ut it鈥檚 not meant to. The brand still wants customers to buy directly from retailers, Wozer said, and increasing local kickbacks would mean that DTC was becoming a larger part of Leki鈥檚 business. Plus, the program is meant as a goodwill gesture. 鈥淗onestly, we鈥檝e built our business on the backs of the specialty retailer,鈥 he noted. 鈥淣ot only are they business partners, a lot of them are friends. I would have had a hard time looking these guys in the eye at the trade show if we were working to take business away from them.鈥

Wozer said some retailers still aren鈥檛 quite sure why the Leki credit shows up on their paperwork, but others write the company thank-you notes. And instead of avoiding retail partners at Outdoor Retailer? Sometimes Wozer gets a pat on the back.

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