Outdoor Retailer - August 2021 - 12

THE PULSE
SHOW GLOW
Your staff can feel
this good even if
they don't go to
Denver.
RETAIL 101
Share the Love
Traveling to Outdoor Retailer Summer is a big investment-
especially for small retailers. Follow these tips to bring the Show
back to your team, get the most bang for your buck, and watch stoke
soar on your sales floor. by Jordan Martindell
SHARE THE SWAG
Trade shows are known for doling out free
products, and while many companies are getting
more careful with what they hand out, it
is still not unheard of for retailers to bring an
extra suitcase just for swag. When returning to
your store, share the goods in creative ways by
holding contests and trivia challenges, or just
as random thank-yous for the staff that kept the
shop running while you were out of town.
TRAININGS
You will return with the breadth of knowledge
that comes with being immersed in the adventurous
information firehose that is the Show.
Be sure to reflect on the most important takeaways
and strategically outline how you will
bring that messaging to your team. Will you
12 OUTDOOR RETAILER / August 2021
have Wednesday morning training clinics for
five weeks? How about more robust morning
meetings with your team? Whatever it is, the
information is only helpful if it makes it to the
sales floor, so be sure to share the wisdom.
IT'S ALL ABOUT THE MEDIA
It is an impressive sight-seeing the media
racks full of every relevant magazine in the
outdoor industry lined up in the Show's entryways.
These magazines are perfect additions to
a break room or great options as gifts for staff
upon your return to your store. And of course,
they are full of inspiration, information, and
new gear highlights. Whether it's the OR Daily,
the latest issue of Backpacker, or Outside magazine,
your employees will get their reading on
with this haul of print pubs.
BIG PICTURE
When attending, it's hard to miss the major
messaging of the Show. Whether it's a new material
technology, a major color theme that is
headed to real shops next season, or a sustainability
story, you will likely hear similar messages
around every corner as you tour the show
floor. When returning to your shop, share the
big picture with your team members so they
can feel a part of, well, something larger. One
of the great perks of working in the outdoor
industry is the sense of community that is built
around a love of nature. Expand this sense of
community by communicating how your shop
is part of the whole industry-after all, we are
truly in this together.
HIGHLIGHT PEOPLE
Odds are you will hear from a plethora of inspiring
speakers diving into issues ranging
from diversity in the outdoors to new methods
of production to merchandising techniques.
You will certainly leave the show filled to the
brim with inspiration. This inspiration can
have a direct impact on your team if you prioritize
sharing it. Storytelling is a powerful tool in
any environment, and your shop is no exception.
Decide how the inspiration can channel
specific change in your store and include this
in your strategic planning. Are there seminars
you can organize? Speakers you can host?
Events for the community to engage on relevant
topics? Use OR Summer as a springboard
to keep momentum until the next show.
PLAN FOR NEXT TIME
How did your team perform while you were
away? How were sales? Any lessons learned?
Successes? Glaring opportunities? Returning
to your shop with fresh eyes is a great chance
to debrief with the team on what worked-
and what didn't-while you were away. This
will allow the team to fine-tune planning even
more for the next time you step away from the
business. Whether it is a long vacation, the next
Outdoor Reetailer Show, or a family emergency,
the best compliment a business owner can
get is that their shop runs like a well-oiled machine
when they are not there. O.R.
Lauren Daniilek
Outdoor Retailer - August 2021

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