Outdoor Retailer - Winter 2018 - 8

FIRST WORDS
Family Business
WHEN IT COMES DOWN TO IT, YOUR STAFF IN A SPECIALTY OUTDOOR
retail store is like your family. You certainly spend as much time with
them as family, and in the best shops, you have the same kind of relationships: You trust each other, you take care of each other, and maybe every
once in a while, you get out together on excursions into the wild.
The best staff are also key to the industry in general. A savvy sales rep
on the floor is proof positive that brick-and-mortar can provide value
far beyond the cheap experience of buying online. The best staff can also
mentor budding outdoor enthusiasts, and they can lead them out on
retailer-sponsored excursions that build your brand and engender the
spirit of conservation and a healthy lifestyle. Take this issue's "Employee
of the Month," Great Outdoor Provision Co.'s Pepper Ernest, who went
from trekking the Appalachian Trail to leading trips and creating hiking
converts out of the Charlottesville, Virginia, store (see page 32).
In this issue of Outdoor Retailer, we also dig into an in-depth study on
staffing (see page 34). That hard data taught us some new things, but it
also reaffirmed what most of us already know: The most valuable part of
your business is the people who live it with you.

JENNIFER HOLCOMB

EDITORIAL AND DESIGN
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BUSINESS
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Ryan Johnson
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Outdoor Retailer - Winter 2018

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