Outdoor Retailer - Summer 2019 - 14
THE PULSE
RINGING UP A DEAL
Boulder, Colorado's
newly remodeled Neptune
Mountaineering offers
customers a 5-percent
store credit through its
loyalty program.
For the Faithful
Customer loyalty programs work in other industries,
but they are scarce in outdoor retail. This is why your shop
needs to add one. by Berne Broudy
IN THE CURRENT RETAIL WORLD THERE ARE SEEMINGLY UNLIMITED PLACES TO SHOP BOTH
online and in-store. So business owners need to give customers a compelling reason to return to
a store to browse and buy. Competitive pricing and superior customer service are a couple of obvious ways to encourage people to choose one store over another. Another great way, frequently
overlooked by specialty retailers, is to create a loyalty program designed to deepen a customer's
bond with a store that encourages them to shop more and spend more.
According to Harvard Business Review, getting a new customer to your register costs anywhere
from five to 25 times more than getting an existing customer to buy more. A study by global business consulting firm Bain and Company shows increasing customer retention rates by 5 percent
increases profits by 25 to 95 percent.
A report by Adobe on the ROI of marketing to existing online customers concludes that 40
percent of revenue comes from returning or repeat purchasers, who represent a mere 8 percent
of all visitors, and that marketers need to bring in between five and seven shoppers to equal the
revenue of a single repeat purchaser. Repeat purchasers account for even more revenue during
14 OUTDOOR RETAILER
/ Summer 2019
the holiday season and when the economy is
slow. A joint report by Bain and Mainspring,
an e-Strategy consulting firm, also indicates
that repeat customers refer more people and
bring in more business.
According to the report, "The Value of
Online Customer Loyalty," "Word of mouth is
the single most effective and economical way
online retailers grow their sites. And loyalty,
it turns out, can be a key lever for referrals. On
average, an apparel shopper referred three
people each to an online retailer's site after
their first purchase there. After 10 purchases,
that same shopper had referred seven people
to the site."
FEW OUTDOOR SHOPS HAVE LOYALTY
PROGRAMS, BUT THE ONES THAT DO SAY
THEYWORK.
DeAnn Echols, the owner of The Great
Outdoor Store in Sioux Falls, Idaho, since
1999, says her mom-and-pop store's loyalty
program-which gives customers a onetime 15 percent-off coupon for their birthday
Courtesy Neptune Mountaineering
CASE STUDY
Outdoor Retailer - Summer 2019
Table of Contents for the Digital Edition of Outdoor Retailer - Summer 2019
OUTDOOR RETAILER - SUMMER 2019
CONTENTS
THE PULSE
HEADLINES
MERCHANDISING
MARKETING
BIG PICTURE
CASE STUDY
IDEAS
SUSAN WOOD
JO CASSIN
EMPLOYEE OF THE MONTH
RESEARCH
THE SPINDLE
PROOF LAB
APPLACHIAN TRAIL
BREAD+BUTTER
FOOTWEAR
STYLE
GEAR STORIES
THE VIEW
HOW I GOT HERE
#REPLIFE
FROM THE ROAD
Outdoor Retailer - Summer 2019 - OUTDOOR RETAILER - SUMMER 2019
Outdoor Retailer - Summer 2019 - Cover2
Outdoor Retailer - Summer 2019 - 1
Outdoor Retailer - Summer 2019 - CONTENTS
Outdoor Retailer - Summer 2019 - 3
Outdoor Retailer - Summer 2019 - 4
Outdoor Retailer - Summer 2019 - 5
Outdoor Retailer - Summer 2019 - 6
Outdoor Retailer - Summer 2019 - THE PULSE
Outdoor Retailer - Summer 2019 - HEADLINES
Outdoor Retailer - Summer 2019 - 9
Outdoor Retailer - Summer 2019 - MERCHANDISING
Outdoor Retailer - Summer 2019 - 11
Outdoor Retailer - Summer 2019 - MARKETING
Outdoor Retailer - Summer 2019 - BIG PICTURE
Outdoor Retailer - Summer 2019 - CASE STUDY
Outdoor Retailer - Summer 2019 - 15
Outdoor Retailer - Summer 2019 - 16
Outdoor Retailer - Summer 2019 - 17
Outdoor Retailer - Summer 2019 - 18
Outdoor Retailer - Summer 2019 - IDEAS
Outdoor Retailer - Summer 2019 - SUSAN WOOD
Outdoor Retailer - Summer 2019 - JO CASSIN
Outdoor Retailer - Summer 2019 - EMPLOYEE OF THE MONTH
Outdoor Retailer - Summer 2019 - 23
Outdoor Retailer - Summer 2019 - RESEARCH
Outdoor Retailer - Summer 2019 - 25
Outdoor Retailer - Summer 2019 - THE SPINDLE
Outdoor Retailer - Summer 2019 - 27
Outdoor Retailer - Summer 2019 - 28
Outdoor Retailer - Summer 2019 - 29
Outdoor Retailer - Summer 2019 - 30
Outdoor Retailer - Summer 2019 - 31
Outdoor Retailer - Summer 2019 - PROOF LAB
Outdoor Retailer - Summer 2019 - 33
Outdoor Retailer - Summer 2019 - 34
Outdoor Retailer - Summer 2019 - 35
Outdoor Retailer - Summer 2019 - 36
Outdoor Retailer - Summer 2019 - 37
Outdoor Retailer - Summer 2019 - APPLACHIAN TRAIL
Outdoor Retailer - Summer 2019 - 39
Outdoor Retailer - Summer 2019 - 40
Outdoor Retailer - Summer 2019 - 41
Outdoor Retailer - Summer 2019 - 42
Outdoor Retailer - Summer 2019 - 43
Outdoor Retailer - Summer 2019 - 44
Outdoor Retailer - Summer 2019 - BREAD+BUTTER
Outdoor Retailer - Summer 2019 - 46
Outdoor Retailer - Summer 2019 - FOOTWEAR
Outdoor Retailer - Summer 2019 - STYLE
Outdoor Retailer - Summer 2019 - 49
Outdoor Retailer - Summer 2019 - 50
Outdoor Retailer - Summer 2019 - 51
Outdoor Retailer - Summer 2019 - GEAR STORIES
Outdoor Retailer - Summer 2019 - 53
Outdoor Retailer - Summer 2019 - THE VIEW
Outdoor Retailer - Summer 2019 - 55
Outdoor Retailer - Summer 2019 - 56
Outdoor Retailer - Summer 2019 - 57
Outdoor Retailer - Summer 2019 - 58
Outdoor Retailer - Summer 2019 - 59
Outdoor Retailer - Summer 2019 - HOW I GOT HERE
Outdoor Retailer - Summer 2019 - 61
Outdoor Retailer - Summer 2019 - #REPLIFE
Outdoor Retailer - Summer 2019 - FROM THE ROAD
Outdoor Retailer - Summer 2019 - 64
Outdoor Retailer - Summer 2019 - Cover3
Outdoor Retailer - Summer 2019 - Cover4
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