Outdoor Retailer - Summer 2020 - 10

THE PULSE
Bob Phibbs

backyard as a primer, and then give them five
tips on how to do it.
Should shops be prepared for another
shutdown? What can they do if it happens?
The more likely scenario than your city or state
shutting down again is an employee testing
positive, and you have to close for that reason.
Do your due diligence, and clean and wear
masks. Make sure you have a way to sell online,
so if something does force you to close, you still
have a way for your shoppers-your local customers-to buy from you.

Pandemic Prescription

Bob Phibbs, The Retail Doctor, allays your fears and gives solid,
practical advice on how to cope with running a shop right now and
into the unforeseeable future. by Doug Schnitzspahn
DRAWING ON 30 YEARS OF WORK IN THE
trenches, Bob Phibbs is the founder and CEO
of The Retail Doctor, a consultancy based
in New York that specializes in brick-andmortar retail solutions. Since 1994, he has
been working with big-name brands including Lego, Yamaha, and Sports Chalet, as well
as small shops. He took the time to talk to
Outdoor Retailer magazine about how shops
can best handle this uncertain summer in the
midst of the pandemic.
What should shops do now as COVID-19
cases continue to spike in the U.S.?
While the pandemic will affect us all for a long
time to come, the main thing shoppers want
to see is you cleaning your store. Do your due
diligence, and be clear you are cleaning and
sanitizing. There's a big difference. Cleaning
uses soap to get rid of dirt and things that
make surfaces sticky. You spray or wipe them
off. Sanitizing is what some are calling deep

10 OUTDOOR RETAILER

/ Summer 2020

cleaning, where you spray on a sanitizing solution that uses chemicals to kill germs; they
have to be left on for several minutes or they
don't work. Also, realize people who come into
your store are not browsers-those are online.
Committed shoppers need to feel cared for
in this time of unending anxiety. That means
making a relationship with each of them, not
just the ones you know. You have to make their
visit about more than a single transaction.
What can retailers do to speak to new customers who are discovering the outdoors?
Make helpful social media videos. The guy
who's never camped before wants to look like a
hero. You don't want your most analytical employee up there saying, before you go camping, you'll need to get that tarp and tent and a
whole laundry list of stuff. These customers
don't want that; they want to see that it's easy
to go camping. You could encourage them to
just take sleeping bags and camp out in the

How can shops deal with the most popular
items (bikes, boats, etc.) being out of stock
from manufacturers right now?
You have to have a selling process. Without it,
you are little more than those robot claw games
at a bowling alley grabbing whatever the customer asks for. You have to have built enough
rapport between the shopper and the associate
so they can be a trusted adviser and have the
ability to compare and contrast out-of-stocks
with current merchandise. Most customers
want to take something home from your brickand-mortar store, not wait for it. The smart retailers understand this and sell what they have,
not what they have to wait for. O.R.
-Learn more from Bob Phibbs, The
Retail Doctor, or book him for a speech or
his online retail sales training program at
retaildoc.com. Follow him and catch his
webinar videos and podcasts on Facebook
facebook.com/theretaildoctor.

Courtesy of Bob Phibbs

RETAIL 101

What are shops who are succeeding right
now doing right?
We are on the cusp of a new hedonism. We
don't know if it will last. Things for the house,
recreation, or vehicles are in high demand.
Most realize this will not last and are taking steps to make sure they get all the data
into their CRM so they can market to these
floods of new customers later when they
need them. Getting staffing back up to speed
is a priority with training on how to create a
memorable experience in the store, not just
ringing something up.


http://www.retaildoc.com http://www.facebook.com/theretaildoctor

Outdoor Retailer - Summer 2020

Table of Contents for the Digital Edition of Outdoor Retailer - Summer 2020

OUTDOOR RETAILER - SUMMER 2020
CONTENTS
THE PULSE
HEADLINES
RETAIL 101
MARKETING
GLOBAL PERSPECTIVE
CASE STUDY
IDEAS
FLOYD LANDIS
AMY HATCH
EMPLOYEE OF THE MON
RESEARCH
THE COVID-19 TIMELINE
HEROES IN CRISIS
ON BLACK JOY
BREAD+BUTTER
SUSTAINABILITY
HOT PICK
THE VIEW
HOW I GOT HERE
#SHOPLIFE
FROM THE ROAD
Outdoor Retailer - Summer 2020 - OUTDOOR RETAILER - SUMMER 2020
Outdoor Retailer - Summer 2020 - Cover2
Outdoor Retailer - Summer 2020 - 1
Outdoor Retailer - Summer 2020 - CONTENTS
Outdoor Retailer - Summer 2020 - 3
Outdoor Retailer - Summer 2020 - 4
Outdoor Retailer - Summer 2020 - 5
Outdoor Retailer - Summer 2020 - 6
Outdoor Retailer - Summer 2020 - THE PULSE
Outdoor Retailer - Summer 2020 - HEADLINES
Outdoor Retailer - Summer 2020 - 9
Outdoor Retailer - Summer 2020 - RETAIL 101
Outdoor Retailer - Summer 2020 - 11
Outdoor Retailer - Summer 2020 - MARKETING
Outdoor Retailer - Summer 2020 - 13
Outdoor Retailer - Summer 2020 - GLOBAL PERSPECTIVE
Outdoor Retailer - Summer 2020 - CASE STUDY
Outdoor Retailer - Summer 2020 - 16
Outdoor Retailer - Summer 2020 - 17
Outdoor Retailer - Summer 2020 - IDEAS
Outdoor Retailer - Summer 2020 - FLOYD LANDIS
Outdoor Retailer - Summer 2020 - AMY HATCH
Outdoor Retailer - Summer 2020 - EMPLOYEE OF THE MON
Outdoor Retailer - Summer 2020 - RESEARCH
Outdoor Retailer - Summer 2020 - 23
Outdoor Retailer - Summer 2020 - THE COVID-19 TIMELINE
Outdoor Retailer - Summer 2020 - 25
Outdoor Retailer - Summer 2020 - 26
Outdoor Retailer - Summer 2020 - 27
Outdoor Retailer - Summer 2020 - 28
Outdoor Retailer - Summer 2020 - 29
Outdoor Retailer - Summer 2020 - 30
Outdoor Retailer - Summer 2020 - 31
Outdoor Retailer - Summer 2020 - HEROES IN CRISIS
Outdoor Retailer - Summer 2020 - 33
Outdoor Retailer - Summer 2020 - 34
Outdoor Retailer - Summer 2020 - 35
Outdoor Retailer - Summer 2020 - 36
Outdoor Retailer - Summer 2020 - 37
Outdoor Retailer - Summer 2020 - ON BLACK JOY
Outdoor Retailer - Summer 2020 - 39
Outdoor Retailer - Summer 2020 - 40
Outdoor Retailer - Summer 2020 - 41
Outdoor Retailer - Summer 2020 - BREAD+BUTTER
Outdoor Retailer - Summer 2020 - 43
Outdoor Retailer - Summer 2020 - SUSTAINABILITY
Outdoor Retailer - Summer 2020 - 45
Outdoor Retailer - Summer 2020 - 46
Outdoor Retailer - Summer 2020 - 47
Outdoor Retailer - Summer 2020 - HOT PICK
Outdoor Retailer - Summer 2020 - 49
Outdoor Retailer - Summer 2020 - THE VIEW
Outdoor Retailer - Summer 2020 - 51
Outdoor Retailer - Summer 2020 - 52
Outdoor Retailer - Summer 2020 - 53
Outdoor Retailer - Summer 2020 - 54
Outdoor Retailer - Summer 2020 - 55
Outdoor Retailer - Summer 2020 - HOW I GOT HERE
Outdoor Retailer - Summer 2020 - 57
Outdoor Retailer - Summer 2020 - #SHOPLIFE
Outdoor Retailer - Summer 2020 - 59
Outdoor Retailer - Summer 2020 - FROM THE ROAD
Outdoor Retailer - Summer 2020 - 61
Outdoor Retailer - Summer 2020 - 62
Outdoor Retailer - Summer 2020 - 63
Outdoor Retailer - Summer 2020 - 64
Outdoor Retailer - Summer 2020 - Cover3
Outdoor Retailer - Summer 2020 - Cover4
https://www.nxtbook.com/emerald/outdoorretailer/daily2021_day3
https://www.nxtbook.com/emerald/outdoorretailer/daily2021_day2
https://www.nxtbook.com/emerald/outdoorretailer/daily2021_day1
https://www.nxtbook.com/emerald/outdoorretailer/outdoor-retailer-august-2021
https://www.nxtbook.com/emerald/outdoorretailer/outdoor-retailer-july-2021
https://www.nxtbook.com/emerald/outdoorretailer/outdoor-retailer-june-2021
https://www.nxtbook.com/emerald/outdoorretailer/may_2021
https://www.nxtbook.com/emerald/outdoorretailer/april_2021
https://www.nxtbook.com/nxtbooks/outdoorretailer/march_2021
https://www.nxtbook.com/nxtbooks/outdoorretailer/february_2021
https://www.nxtbook.com/nxtbooks/outdoorretailer/january_2021
https://www.nxtbook.com/nxtbooks/outdoorretailer/december_2020
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_07302020
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_07212020
https://www.nxtbook.com/nxtbooks/outdoorretailer/2020summer
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_07072020
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_06302020
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_06232020
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_06162020
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_06092020
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_06022020
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_05272020
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_05192020
https://www.nxtbook.com/nxtbooks/nxtbook_bhtest/weeeekly_05052020__JJ
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_05122020
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_05052020
https://www.nxtbook.com/nxtbooks/outdoorretailer/postshow2020
https://www.nxtbook.com/nxtbooks/outdoorretailer/daily2020_day3
https://www.nxtbook.com/nxtbooks/outdoorretailer/daily2020_day2
https://www.nxtbook.com/nxtbooks/outdoorretailer/daily2020_day1
https://www.nxtbook.com/nxtbooks/outdoorretailer/preshow2020
https://www.nxtbook.com/nxtbooks/outdoorretailer/2020winter
https://www.nxtbook.com/nxtbooks/outdoorretailer/postshow_summer2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/day3_summer2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/day2_summer2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/day1_summer2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/preshow_summer2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/2019summer
https://www.nxtbook.com/nxtbooks/outdoorretailer/postshow2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/daily2019_day3
https://www.nxtbook.com/nxtbooks/outdoorretailer/daily2019_day2
https://www.nxtbook.com/nxtbooks/outdoorretailer/daily2019_day1
https://www.nxtbook.com/nxtbooks/outdoorretailer/preshow2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/2019winter
https://www.nxtbook.com/nxtbooks/outdoorretailer/2018summer
https://www.nxtbook.com/nxtbooks/outdoorretailer/2018winter
https://www.nxtbook.com/nxtbooks/outdoorretailer/201707
https://www.nxtbook.com/nxtbooks/outdoorretailer/2017summer
https://www.nxtbook.com/nxtbooks/outdoorretailer/2017winter
https://www.nxtbook.com/nxtbooks/outdoorretailer/2016summer
https://www.nxtbook.com/nxtbooks/outdoorretailer/2016winter
https://www.nxtbookmedia.com