NuORDER Archives - 国产吃瓜黑料 Online /tag/nuorder/ Live Bravely Mon, 29 Aug 2022 19:23:18 +0000 en-US hourly 1 https://wordpress.org/?v=6.7.1 https://cdn.outsideonline.com/wp-content/uploads/2021/07/favicon-194x194-1.png NuORDER Archives - 国产吃瓜黑料 Online /tag/nuorder/ 32 32 What the Current State of B2B Commerce Means for Your Brand /business-journal/brands/b2b-commerce-nuorder-lightspeed/ Thu, 25 Aug 2022 18:44:22 +0000 /?p=2596628 What the Current State of B2B Commerce Means for Your Brand

Three timely takeaways from a 2022 survey of wholesalers

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What the Current State of B2B Commerce Means for Your Brand

Staying competitive in a turbulent market is no easy task for today鈥檚 brands.聽At the height of the pandemic, technology was put to the test as brands and retailers sought to remain connected and keep business going鈥攈owever possible鈥攄espite the limitations on in-person meetings.

Now, brands and retailers may not need to solely rely on digital communication, but what鈥檚 next for those who want to continue pushing the envelope? We wanted to find out, so we surveyed 59 industry-leading enterprise brands and compiled the results in our report to better understand their revenue channels, operations, and pain points.聽

Here are a few of the key insights we discovered.

Wholesale Remains a Vital Revenue Stream

With industry-leading brands reporting they generate 60 percent of their revenue from wholesale, it鈥檚 worth spending some time to refine and optimize your wholesale strategy to take full advantage of this reality.

To start, the B2B sales experience doesn鈥檛 need to be so segmented between in-person and online. Implementing features available on today鈥檚 B2B platforms can allow brands to present their retail buyers with an elevated shopping experience that can help increase wholesale order volume.聽

Here are a few strategies to consider:

  • Think of your like direct-to-consumer shoppers. Work with your creative teams to regularly update your B2B site with lifestyle imagery and product videos that are visually rich and interactive.聽聽聽
  • Get creative with how you launch collections. Darn Tough Vermont 聽a monthly newsletter with its latest products, media assets, and deadline reminders.聽
  • Use shoppable catalogs and virtual showrooms to add another layer to the B2B buying experience. Nobis one such virtual showroom to give buyers enhanced product walkthroughs鈥攊ncluding videos that introducing collections, highlight product details, and explain key features.聽

Additionally, think about providing a consistent brand experience by making your catalogs globally accessible with the right merchandise, currency, language, checkout, and shipping options so that buyers everywhere鈥攆rom small boutiques in Japan to major department stores in Spain鈥攃an easily place orders.

By using advancements in technology in tandem with in-person meetings, your brand has more touch points to reach new customers, deepen existing partnerships, and increase wholesale revenue.

“The virtual showroom will change the way we sell,” said Darren Fergeson, VP of merchandise planning, allocations, and distribution at Arc’teryx. “While a lot of folks might be afraid of the idea, once we get a buyer to look at it, and see how easy it is to use, the vast majority are open to this new way of buying.”

Wholesale Teams: A Small but Mighty Force, Powered by Automation

Most brands reported having wholesale teams of 20 people or fewer. Due to advancements in automation, huge teams are no longer a requirement for running a successful wholesale business.聽

Here a few of the many operational tasks that wholesale teams are able to streamline with automation:

  • Letting buyers choose how they want to order, pay, and ship with self-serve buying options
  • Regularly tracking rep and product performance
  • Creating personalized selling, so that not every buyer gets the same pitch
  • Giving buyers to receive updates regarding launches, recommended assortments, and pricing

Automating time-intensive wholesale tasks relieves pressure on teams, improves buyer satisfaction, and the increases the number of orders, all with less work.

鈥淚 see the future of buying continuing in a digital direction with more emphasis for on-demand B2B tools such as NuORDER by Lightspeed,” said Rob Phillips, North American business unit director at Tecnica Footwear. “As retailers continue to streamline their purchasing processes, these digital tools will help to keep all the information in one place, available at any time.鈥

Digital Can Be a Competitive Advantage

The historically complicated web of processes that make up the wholesale industry is undergoing a metamorphosis. Hand-written order forms, physical showrooms, and paper line sheets are slowly being replaced by smarter and more efficient digital processes.

The call for standardization is continuing to grow, with over 50 percent of our survey respondents saying they switched to their current B2B solution because it streamlined their operations and technology.

Brands also indicated that offering a better customer experience was a top reason for using a B2B solution. A recent Avionos report found 85 percent of B2B buyers would turn to a competitor if their suppliers’ digital channel couldn’t keep up with their buying needs, further affirming the importance of a smooth, direct-to-consumer-like experience in successful wholesale channels.

For retailers, digital wholesale tools also provide a way to visualize and understand their buy. This helps reduce excess inventory with more strategically planned assortments.聽

鈥淚ndependent retailers need tools like NuORDER to help them work smarter鈥攁nd harder,” said Rich Hill, the former president of Grassroots Outdoor Alliance. “The potential of having a universal order-writing tool helps retailers make better decisions, be better partners to our vendors, and reduce excess and non-functional inventory that no one wants.”

Tying it All Together

All of this data points to the fact that efficient B2B solutions can be key problem solvers for both sides of the wholesale equation. Wholesale teams get to sell more with less stress, and retailers get to buy more easily and intelligently with a modern and easy experience.

If the trends found in our report continue, brands who leverage the right tools for both parties will have a major competitive advantage that improves sell-through, reduces order time, and ultimately delivers the products consumers want.聽

Download the for more data-backed insights on increasing wholesale revenue, the key pain points for your industry peers, and the solutions brands have found to improve the B2B experience.


by Lightspeed is a leading B2B e-commerce platform, helping brands deliver a seamless, more collaborative wholesale process that lets buyers browse products, plan assortments, and make smarter buys in real time.

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New E-Comm Partnership Bridges Gap Between Retail and Direct-To-Consumer Sales /business-journal/brands/new-e-comm-partnership-bridges-gap-between-retail-and-direct-to-consumer-sales/ Fri, 08 Oct 2021 02:35:25 +0000 /?p=2566929 New E-Comm Partnership Bridges Gap Between Retail and Direct-To-Consumer Sales

A collaboration between e-commerce platforms Quivers and NuORDER allows brands to automate in-store pickup for online orders.

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New E-Comm Partnership Bridges Gap Between Retail and Direct-To-Consumer Sales

As omni-channel sales strategies continue to evolve for brands in the outdoor space, more partnerships are cropping up to help brands get their goods to consumers in creative, flexible ways.

A new collaboration from e-commerce platforms Quivers and NuORDER does just that. Dubbed “Ship-to-Store” (STS), the innovation is an integration between commerce management software Quivers and B2B order-writing platform NuORDER. STS makes it possible for consumers to choose a “ship to store” option during checkout on a brand’s website, allowing products to be picked up at a local retailer even if they’re purchased online. According to Sam Cook, CCO at Tecnica Group, this allows brands to “meet the consumer’s desire for a meaningful, local, in-store experience,” while still completing sales on brand websites.

Here’s how it works, according to Quivers and NuORDER. The STS fulfillment option populates for customers during checkout on brand websites, even if the product is currently out of stock at the retailer where it will be picked up. This can happen, the two companies said, because even if an item is out of stock at the retail level, it may still be in stock in a particular brand’s NuORDER account. When a customer selects STS, “Quivers creates a purchase order on behalf of the selected retailer in NuORDER. Once the brand fulfills the NuORDER purchase order, the retailer can release the item for pick-up by the consumer.”

Of course, the process only works for brands that use NuORDER to organize their wholesale business鈥攁nd NuORDER isn’t the only player in the space. Others, like Elastic Suite, also have wide adoption in the outdoor industry.

Still, it’s a step forward for brands trying to deepen their omni-channel strategy and support retailers while still giving consumers the flexibility to buy products how they want to.

鈥淚n order to meet the expectations of consumers, brands need to sell online directly to consumers, and must ensure the product gets into the hands of consumers how and when they want,鈥 said Ruben Martin, co-founder and CEO of Quivers. 鈥淥ur new Ship-to-Store capabilities with NuORDER are a big forward step to connecting all parts of the commerce ecosystem including DTC, B2B, online, and offline. It鈥檚 not just about connecting it all but doing so in a radically consumer-centric way that creates a seamless experience.鈥

Quivers, touting the achievement of the new partnership, is calling STS a first-of-its-kind solution.

“While some brands and big chain retailers have offered STS at their owned corporate stores, brands haven’t been able to offer ship-to-store and in-store pickup with their large independent retail network, until now,” the company said. “This integration is the first of its kind and integrates B2B, e-commerce, and physical retail in exciting ways.”

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The Billion-Dollar Battle of Outdoor B2B Platforms /business-journal/brands/the-billion-dollar-battle-of-outdoor-b2b-platforms/ Wed, 25 Aug 2021 02:18:02 +0000 /?p=2567252 The Billion-Dollar Battle of Outdoor B2B Platforms

As the world gets used to doing more business online, B2B e-commerce providers are sparring for market leadership in the outdoor industry. Dozens of brands have yet to adopt a technology. Welcome to open season.

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The Billion-Dollar Battle of Outdoor B2B Platforms

In Cody, Wyoming, there鈥檚 a little gear shop called Sunlight Sports that sits right at the center of town鈥攍oved and frequented by locals since 1971. It houses about 8,000 square feet of retail space but feels even cozier than that, a neighborhood shop by any definition.

It鈥檚 the kind of place where, browsing the aisles and picking through the gear, you might find yourself thinking, 鈥淗ell, I could run an outdoor store. How hard could it be?鈥

Air that thought to owner Wes Allen and he may chuckle as he walks you to the shop computer. There on the desktop, he keeps an Excel document that has gained almost mythic status among some members of the outdoor retail community. He might even pat you sympathetically on the shoulder as he opens the file, watching your jaw drop.

The document is a list of passwords鈥111 of them鈥攅ach corresponding to a different B2B wholesale portal Allen uses to place inventory orders with brands. Somehow, in the year 2021, it requires more than nine dozen B2Bs to run a single gear shop in the middle of Wyoming.

In our industry, the absurdity of that predicament isn鈥檛 an anomaly. It鈥檚 the standard.

鈥淲es鈥檚 list represents something fairly common,鈥 said Rich Hill, executive director at Grassroots Outdoor Alliance, the nation鈥檚 largest association of independent outdoor retailers. 鈥淥bviously, something is very wrong here.鈥

If you don鈥檛 work in retail, it鈥檚 possible you鈥檝e never interacted with a B2B, but it鈥檚 not hard to picture how they operate. You find the products you want to order for your store, key in some details, and click 鈥渂uy.鈥 The business model is equally simple. In general, brands pay to use these systems, while retailers access them for free. Much like the fantasy of running a gear shop, though, it鈥檚 a lot more complicated under the hood.

Right now, there鈥檚 a race going on in the outdoor industry. B2Bs are still in their infancy, but it鈥檚 obvious鈥攁s Allen鈥檚 111 passwords prove鈥攖hat they鈥檙e widely used and will factor critically into the future of outdoor retail. The market now is chaotic. You have small, boutique B2B companies serving a brand here and a brand there. You have massive platforms, funded by multimillion-dollar corporations, representing companies like Patagonia and The North Face. And you have some vendors with their own proprietary B2Bs, further muddying the waters. It鈥檚 a frustrating potpourri of overlapping technologies, nearly unmanageable for most shops, ripe for a good old-fashioned rollup.

Good news, retailers: we may be on the brink of one.

How B2Bs Came To Be

The history of B2Bs is long, full of mergers, and probably too wonky for the tastes of most. But it鈥檚 critical to understanding where we are today. In the outdoor industry, the B2B market started in 2000, when a firm called CenterStone Technologies got off the ground in Denver. CenterStone鈥檚 product catered mainly to apparel and footwear companies, and it enjoyed plenty of early success. The tech was sensible, eliminating much of the headache of faxing paper order sheets, which was business as usual at the time; outdoor brands and retailers were quick to adopt it.

Over the next 20 years, CenterStone inspired competitors in the space. In 2003, another player cropped up, PlumRiver Technologies, which started to nab market share quickly. CenterStone responded by expanding in 2005, launching a new platform called iVendix. In 2009, another challenger entered the scene, Elastic Suite. Then the acquisitions started.

PlumRiver jumped first. The company bought Elastic in 2016 and CenterStone in 2018, increasing its market share exponentially. In 2020, sensing the need for consolidation, PlumRiver went all in on Elastic, elevating it as the business鈥檚 flagship product. Less than a year later, in January 2021, Emerald鈥攖he public parent company of Outdoor Retailer鈥攂ought PlumRiver for $34 million, throwing the weight of its roughly $400 million market cap behind Elastic鈥檚 technology. Twenty-one years after CenterStone kicked the whole thing off, a behemoth was born.

But not the only behemoth. Over in the fashion and big-box retail world, another company called NuORDER was founded in 2011. The software exploded in that sector, onboarding some 3,000 brands and more than 100,000 retailers鈥攊ncluding icons like Nordstrom and Saks Fifth Avenue鈥攊n ten years. This June, the Canadian software firm Lightspeed POS bought NuORDER for $425 million.

A Timeline of Major B2B Developments in the Outdoor Industry

CenterStone Technologies founded 2000
PlumRiver Technologies founded 2003
CenterStone launches iVendix 2005
Elastic Suite founded 2009
NuORDER founded 2011
PlumRiver acquires Elastic 2016
PlumRiver acquires CenterStone and iVendix 2018
PlumRiver makes Elastic its flagship platform 2020
Emerald acquires PlumRiver; Lightspeed POS acquires NuORDER 2021

Here鈥檚 where things get interesting. Last year, NuORDER formed a partnership with Grassroots Outdoor Alliance, working directly with the group to become the B2B of choice for some of the most influential indie outdoor shops in the country. Executive Director Hill said the reason for choosing NuORDER was simple: 鈥淓lastic is much harder for buyers. It鈥檚 infuriating. NuORDER is the exact opposite鈥攖hey built a system for retailers.鈥

Early this year, Outdoor Retailer rolled out a proprietary buying tool called Digital Market built on Elastic鈥檚 technology. Because Elastic has been present in one form or another in the outdoor space for two decades, it has some of the industry鈥檚 biggest brands already on board: Patagonia, The North Face, CamelBak, Fj盲llr盲ven, Icebreaker, K眉hl, Mountain Hardwear, Outdoor Research, Smartwool, Timberland, and Rab are all users.

In the outdoor industry鈥檚 battle of the B2Bs, two heavyweight contenders have emerged.

More Than One Way to Sell a Coat

Elastic and NuORDER aren鈥檛 the only players in the space, of course, but they鈥檙e the titans poised for direct competition in the coming years. Each business is now flush with cash, and each has a major partner in the industry: Emerald/Outdoor Retailer behind Elastic, Grassroots behind NuORDER.

So what鈥檚 the difference between these products, really? The platforms diverge in several key ways, but the biggest is probably this: Elastic siloes its B2B by brand, while NuORDER doesn鈥檛. Elastic is too cumbersome for retailers, NuORDER argues, because you can鈥檛 place orders from multiple vendors at the same time, or see your multibrand assortment on one screen. If you want to order from Rab and Smith Optics, say, you have to open two browser tabs, navigate to rab.elasticsuite.com and smithoptics.elasticsuite.com, log into each B2B separately, and complete two discrete order-writing processes. (A large chunk of Wes Allen鈥檚 111 passwords are logins for different Elastic portals.) NuORDER functions more like a walled garden, with all brands and retailers logging into the same central platform.

NuORDER CEO Heath Wells sees Elastic鈥檚 segmentation as a cardinal sin. 鈥淵ou can鈥檛 have disparate experiences,鈥 he said. 鈥淵ou need to have one central platform and network if you鈥檙e going to think about the retailer in general.鈥

It鈥檚 a view widely shared by retailers themselves, for obvious reasons. 鈥淚n a perfect world, retailers would have one login for all the vendors we do business with and see everything in one place,鈥 said Todd Frank, owner of The Trail Head, a shop with two locations in Missoula, Montana. 鈥淲e鈥檇 be able to ask questions like, 鈥榃hat was our down jacket buy across all vendors this season? How many pairs of size-32 black pants do we have coming from all our brands?鈥 Being able to step back from your buy and look at everything you鈥檝e ordered in one place鈥攖hat鈥檚 the biggest advantage for us.鈥

Elastic, on the other hand, argues that siloing allows for a more powerful product on the brand side. According to CEO Josh Reddin, Elastic鈥檚 product is designed to integrate deeply into brands鈥 enterprise resource planning systems鈥攖he software companies use to manage core business functions like accounting, manufacturing, and marketing. 鈥淲ith our enterprise business, we鈥檙e heavily integrated into these massive, multibillion-dollar manufacturers鈥 daily processes,鈥 said Reddin. This provides Elastic with data to better understand its clients鈥 supply chains, operations, warehousing logistics, and more, Reddin said, which鈥攁t least in theory鈥攎akes for a better product.

NuORDER鈥檚 response, amplified through its partners at Grassroots, is to reiterate that Elastic鈥檚 customization hurts retailers. As Allen of Sunlight Sports put it, 鈥淓lastic鈥檚 pitch to brands is that you can customize your B2B. But when brands do that, you end up with a bunch of different layouts that are just dissimilar enough to cause problems. You have to spend a few minutes relearning each system every time you log in.鈥

Elastic, meanwhile, maintains that NuORDER鈥檚 vision of uniformity鈥攖he 鈥渆verything in one place鈥 approach鈥攊sn鈥檛 just unrealistic, it鈥檚 impossible to realize fully. 鈥淭his open-marketplace concept that NuORDER tries to execute falls apart when you start talking about the biggest brands in the industry,鈥 said Reddin. 鈥淧atagonia and The North Face will never share a cart in a B2B system, ever. These larger companies have tight product segmentation. If you think about a brand like The North Face, sold in places as disparate as Macy鈥檚, REI, and specialty shops, they want to make sure their retailers are carrying unique product mixes. That means they need to control what products different retailers see, what pricing terms and discounts are offered鈥攖hat kind of thing. That鈥檚 why, with certain manufacturers, we have to create that gated experience.鈥

Consider the Retailer

So, to recap: two big products, two approaches to the technology, and a fragmented market. Who鈥檚 going to win this thing? Will one company eventually gobble up enough market share to become the industry鈥檚 de facto standard, or will the battle鈥攁nd retailers鈥 technological headache鈥攃ontinue indefinitely?

The short answer is, it鈥檚 too soon to tell. The battle of the B2Bs, at this point, is anyone鈥檚 game.

Right now, Elastic is clearly ahead in user adoption. Because its business is built on legacy systems dating back 20 years鈥攁ll of which targeted the outdoor industry from the get-go鈥攊t鈥檚 had a massive head start onboarding the big players. It鈥檚 hard to overstate the importance of that advantage. Once a few big brands have selected a platform, they鈥檙e unlikely to switch without good reason. A crowded market is primarily the retailer鈥檚 problem, after all. As Allen at Sunlight Sports said, 鈥淲hen a brand chooses a platform, we, as retailers, are forced to follow.鈥 (Neither platform agreed to share its total number of brand partners for this article.)

It鈥檚 a point of assurance and pride for Elastic. 鈥淲e have who we have,鈥 said Reddin. 鈥淸These brands] are never going to leave鈥攌nock on wood. And so the retailer will always be using our tool, no matter what. When you have that leg up from an adoption and standardization standpoint, that鈥檚 a big win.鈥

On the other side of the equation, NuORDER has more money behind it and invests heavily in product development. And plenty of brands are still up for grabs. Alex Kutches, vice president of sales and marketing at Mystery Ranch, said his company recently signed on with NuORDER because it found the platform鈥檚 front-end functionality and user experience a better fit. 鈥淲e felt good about the integration process,鈥 he said. 鈥淭his is the first season we鈥檝e had a B2B solution, and honestly it came down to the wire between NuORDER and Elastic.鈥

Which Brands Use Which Platform: A Partial List

Elastic Suite

Altra Ortovox
Black Crows Outdoor Research
Buff Patagonia
CamelBak Rab
Fjallraven Royal Robbins
Helly Hansen Scott
Icebreaker Seirus
Jones Snowboards Smartwool
Kari Traa Strafe
Kavu Sweet Protection
Kuhl Tentree
Lowe Alpine The North Face
Mizu Thule
Montane Timberland
Mountain Hardwear 686 Technical Apparel

NuORDER

Arc’teryx Keen
Big Agnes Klean Kanteen
Black Diamond Mystery Ranch
Hestra POC
Ibex Tecnica Group

Perhaps all this is beside the point. The plight of giant corporations duking it out to dominate a crowded market isn鈥檛 all that compelling when you get right down to it. It鈥檚 the stories on the ground that matter: the small-business owners logging onto their shop computers and trembling at the sight of 111 browser tabs open simultaneously.

The B2B companies know this, too. Both Elastic and NuORDER insist that they care deeply about retailers. They work for both sides, they said. 鈥淪omeone鈥檚 got to solve the retailer鈥檚 side,鈥 said Wells. 鈥淭hat鈥檚 what we鈥檙e on a mission to do. We see this as a two-sided equation. Both need to win.鈥 Reddin echoed the sentiment. 鈥淚f we want to communicate with our retailers digitally, we can鈥檛 have them using 15 different platforms,鈥 he said.

Given this general outlook at Elastic and NuORDER, there鈥檚 another question at play here鈥攎ore cynical, but worth asking. Both companies are built on the premise that one platform, if it鈥檚 constructed well and reaches a critical mass of users, can solve the needs of brands and retailers simultaneously. It鈥檚 certainly an elegant idea. But is it realistic?

The user-experience philosophy of most B2Bs (including these two) ignores the reality that brands and retailers don鈥檛 have equivalent pull in platform selection. Yes, these products profess to serve both sides equally, but the fact remains that even hundreds of retailers collectively campaigning for the standardization of one platform may not be enough to convince the big brands to use it, too. On the other hand, as soon as a company like Patagonia or The North Face digs in its heels and says 鈥淲e鈥檙e using this one鈥濃攅ven with no explanation as to why鈥攔etailers are forced to follow. (Both Patagonia and The North Face declined to comment on their reasons for choosing Elastic. Arc鈥檛eryx, one of NuORDER鈥檚 biggest brands in the outdoor space, also declined a request for comment.)

If it turns out, then, that no single platform ever succeeds in monopolizing the industry (a very real possibility), retailers may always be at a disadvantage without some kind of third-party solution to fix the problem鈥攁 software, say, to organize and manage data from disparate B2Bs in a uniform way.

Up in Michigan, another company called Envoy B2B is working on just such a product.

Jon Faber, the CEO of Envoy, has directed his team to build a 鈥渞etailer-centric鈥 platform under the umbrella of a new company called BrandKeep. After interviewing more than 250 retailers across the U.S., Faber and his team have concluded that, right now, retailers鈥 biggest pain point isn鈥檛 the labor associated with placing orders through multiple B2Bs. 鈥淭he primary challenge is organization,鈥 Faber said. The only way to manage all the B2B systems productively is with another system designed to keep everything in one place.

To that end, BrandKeep, a cloud-based platform, won鈥檛 focus on order writing; instead, Faber and his team have dubbed their new tool a 鈥渧endor relationship management鈥 system, which they鈥檙e calling the first of its kind. More like a digital filing cabinet, it will allow retailers to manually organize their B2B links, order deadlines, MAP policies, seasonal workbooks, price lists, and all the rest in one place. Brands will also be able to participate in the platform, providing verified information to retailers. Gabe Maier, former vice president at Grassroots, is leading the project. It will be available as soon as this year for some users, though the team at Envoy hasn鈥檛 released an official timeline.

鈥淭he retailer鈥檚 world has become more and more fragmented as brands continue to adopt digital solutions,鈥 said Maier. 鈥淲e believe [the problem] can only be solved by building a platform that puts the retailer in the driver鈥檚 seat from day one.鈥

Maybe, or maybe not. Frank at The Trail Head says that, in general, B2B management products strike him as 鈥渕argin vampires鈥濃攕o-called solutions, usually subscription-based, that eat away at retailers鈥 bottom lines. 鈥淐ould I hire someone half-time, pay them to manage my B2Bs for me, and come out ahead?鈥 he said. 鈥淢ore technology isn鈥檛 necessarily the solution to bad technology.鈥

For retailers who find themselves particularly affected by the hyper-fragmented state of the market and do want to manage the problem themselves, however, it might be just the lifeline they need.

The Days Ahead

It鈥檚 worth noting that not everyone is sold on the idea of B2Bs in the first place. As with any technology, there are bound to be skeptics. Some predict, pessimistically, that B2Bs will sound the death knell for trade shows and independent sales reps, but those fears are probably overblown. Though it鈥檚 tempting to read Emerald鈥檚 (i.e. Outdoor Retailer鈥檚) investment in Elastic as a hedge against potential trade show declines, OR show director Marisa Nicholson is quick to emphasize her organization鈥檚 position on the new Digital Market buying tool. 鈥淚 don鈥檛 see it as replacing the trade show,鈥 she said. 鈥淚 see it as the evolution of how we鈥檙e doing business. It doesn鈥檛 change the reason you鈥檙e coming to OR. Ultimately it just provides a more efficient sales tool.鈥

Ditto on the rep side. As Phil Flamand, a three-decade industry rep and owner of the agency Flamand Sports, which represents brands such as prAna and Thule, pointed out, it鈥檚 natural for folks in his position to worry about this kind of thing. 鈥淵ou start to think, if this becomes too good, they鈥檙e not going to need me anymore,鈥 he said. 鈥淏ut the fact is, we now have a better pulse on retailers鈥 businesses because of these tools.鈥

In the coming years, the conversation is much more likely to pivot to issues like data privacy. 鈥淎ny investor in a publicly traded company in our industry would be interested in getting their hands on preseason sales data,鈥 Hill at Grassroots said. As B2Bs continue to add brands and retailers to their client lists, the opportunity to monetize data from those businesses will only grow.

It鈥檚 a concern that鈥檚 painfully present for many retailers. 鈥淭here鈥檚 too much money at stake here not to think there鈥檚 a data play going on,鈥 said Frank at The Trail Head. 鈥淭he big fear every retailer has is that this data will be weaponized against us.鈥 If B2Bs start selling sales data to brands (especially the ones with direct-to-consumer channels) as well as online marketplaces, he said, 鈥渋t will destroy the secret sauce we have as individual store owners trying to compete.鈥

For now, Grassroots has a written agreement with NuORDER that the latter won鈥檛 sell preseason order data from any Grassroots retailers. Reddin, over at Elastic, makes a similar promise. 鈥淚t never has been, and never will be, a short- or long-term objective to use our clients鈥 sell-in data for anything other than providing an intuitive interface that allows for informed and predictive buy recommendations,鈥 he said. Elastic doesn鈥檛 currently include language in its contracts that binds the company to this promise, but Reddin said he鈥檚 in the process of writing it in.

Still, looking to the future, it鈥檚 a concern both brands and retailers would do well to keep an eye on. User agreements and company policies can change.

All of this to say: we鈥檒l see what happens. The race is underway, and it鈥檚 not showing any signs of slowing. On the B2B side, spirits are high. Reddin said he believes 90 percent of outdoor brands will be using Elastic by the end of 2022. NuORDER, meanwhile, is currently investing millions in its partnership with Grassroots.

鈥淲e think the B2B market is just getting started,鈥 said Wells, adding for the record that he doesn鈥檛 like the word 鈥渂attle鈥 to describe what鈥檚 going on. 鈥淚t鈥檚 a big market,鈥 he said. 鈥淲e all keep each other honest.鈥

Back in Cody, Wyoming, though, Allen doesn鈥檛 anticipate his 111-password list shrinking anytime soon. 鈥淭here鈥檚 reason to believe retailers will not be the downstream beneficiaries of these systems,鈥 he said. 鈥淚t鈥檚 the standard with any online service: if you don鈥檛 pay for it, you鈥檙e the product.鈥

The post The Billion-Dollar Battle of Outdoor B2B Platforms appeared first on 国产吃瓜黑料 Online.

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