Outdoor Retailer - Winter 2020 - 20
THE PULSE
MERCHANDISING
Bright Thinking
Camping gear can be drab on the sales floor. Follow these
tips to give utilitarian products flair. by Betsy Bertram
Displaying camping gear
can be an adventure. But
Sara Abernethy, general manager and buyer
at Townsend Bertram
& Company in North
Carolina, can teach you
how to navigate this
merchandising challenge. The elements of
style inform Abernethy's
approach: Line, color,
shape, form, value, space,
and texture make every
merchandising project
a creative process. Her
decisions are guided by
recognizing the importance of knowing customers' needs and desires,
and paying attention to
how they shop. "When
things are easy to see and
organized, not only is it
easy to sell but also easy
to self-serve for folks who
don't want help because
they know exactly what
they want," she says. Here
are some of her tips to
help you brighten up your
store spaces and invite
customers in.
20 OUTDOOR RETAILER
COLOR
Playing with colors is a
fun way to engage the
customer, especially
when the products are
for utilitarian purposes. Bring in a variety of
bright-colored sleeping
bags and pads for different seasons to make a
visually appealing-and
easier to navigate-product selection when looking at summer versus
winter products.
UTILIZATION
Display hardgoods as
simply as possible and
group them by usage and
season. Grouping summer season and winter
season products separately will enhance the
shopping experience for
both customers and staff.
ACCESSIBILITY
Ecourage the customer
to engage in a tactile
experience with products. Present everything
needed for a camping trip
/ Winter 2020
in the camping area so
shoppers feel as though
they are in a campsite.
Setting up a chair area
provides a space to sit and
think through purchases
while testing products.
SPACE
Transform underutilized areas in your store
into engaging spaces.
Abernethy created a
destination by putting a
tent-visible from across
the store-and an inviting campfire chair in a
tucked-away corner to
draw customers to what
had been an ignored spot.
LIGHT
Natural light from windows may illuminate certain corners. Put this to
use in the camping area
since it can help customers imagine products
out in nature. Abernethy
chose to add a mirror to
magnify the light-an inexpensive way to brighten
up your shop. O.R.
Photographs by Andrew Kornylak
Outdoor Retailer - Winter 2020
Table of Contents for the Digital Edition of Outdoor Retailer - Winter 2020
OUTDOOR RETAILER - WINTER 2020
CONTENTS
THE PULSE
HEADLINES
MERCHANDISING
MARKETING
BIG PICTURE
GLOBAL PERSPECTIVE
CASE STUDY
IDEAS
GENE HAN
EMPLOYEE OF THE MONTH
RESEARCH
THE REAL DEAL
ALL IN THE FAMILY
SUNBELT SKI SHOPS
BREAD+BUTTER
THE STORY OF GEAR
THE POWER OF PLUS
COUNTER CULTURE
#REPLIFE
THE VIEW
HOW I GOT HERE
BACKSTORY
Outdoor Retailer - Winter 2020 - OUTDOOR RETAILER - WINTER 2020
Outdoor Retailer - Winter 2020 - Cover2
Outdoor Retailer - Winter 2020 - 1
Outdoor Retailer - Winter 2020 - 2
Outdoor Retailer - Winter 2020 - 3
Outdoor Retailer - Winter 2020 - 4
Outdoor Retailer - Winter 2020 - 5
Outdoor Retailer - Winter 2020 - CONTENTS
Outdoor Retailer - Winter 2020 - 7
Outdoor Retailer - Winter 2020 - 8
Outdoor Retailer - Winter 2020 - 9
Outdoor Retailer - Winter 2020 - 10
Outdoor Retailer - Winter 2020 - 11
Outdoor Retailer - Winter 2020 - 12
Outdoor Retailer - Winter 2020 - 13
Outdoor Retailer - Winter 2020 - 14
Outdoor Retailer - Winter 2020 - THE PULSE
Outdoor Retailer - Winter 2020 - HEADLINES
Outdoor Retailer - Winter 2020 - 17
Outdoor Retailer - Winter 2020 - 18
Outdoor Retailer - Winter 2020 - 19
Outdoor Retailer - Winter 2020 - MERCHANDISING
Outdoor Retailer - Winter 2020 - 21
Outdoor Retailer - Winter 2020 - MARKETING
Outdoor Retailer - Winter 2020 - 23
Outdoor Retailer - Winter 2020 - BIG PICTURE
Outdoor Retailer - Winter 2020 - 25
Outdoor Retailer - Winter 2020 - GLOBAL PERSPECTIVE
Outdoor Retailer - Winter 2020 - 27
Outdoor Retailer - Winter 2020 - CASE STUDY
Outdoor Retailer - Winter 2020 - 29
Outdoor Retailer - Winter 2020 - 30
Outdoor Retailer - Winter 2020 - IDEAS
Outdoor Retailer - Winter 2020 - GENE HAN
Outdoor Retailer - Winter 2020 - 33
Outdoor Retailer - Winter 2020 - EMPLOYEE OF THE MONTH
Outdoor Retailer - Winter 2020 - 35
Outdoor Retailer - Winter 2020 - RESEARCH
Outdoor Retailer - Winter 2020 - 37
Outdoor Retailer - Winter 2020 - THE REAL DEAL
Outdoor Retailer - Winter 2020 - 39
Outdoor Retailer - Winter 2020 - 40
Outdoor Retailer - Winter 2020 - 41
Outdoor Retailer - Winter 2020 - 42
Outdoor Retailer - Winter 2020 - 43
Outdoor Retailer - Winter 2020 - ALL IN THE FAMILY
Outdoor Retailer - Winter 2020 - 45
Outdoor Retailer - Winter 2020 - 46
Outdoor Retailer - Winter 2020 - 47
Outdoor Retailer - Winter 2020 - 48
Outdoor Retailer - Winter 2020 - 49
Outdoor Retailer - Winter 2020 - SUNBELT SKI SHOPS
Outdoor Retailer - Winter 2020 - 51
Outdoor Retailer - Winter 2020 - 52
Outdoor Retailer - Winter 2020 - BREAD+BUTTER
Outdoor Retailer - Winter 2020 - THE STORY OF GEAR
Outdoor Retailer - Winter 2020 - 55
Outdoor Retailer - Winter 2020 - THE POWER OF PLUS
Outdoor Retailer - Winter 2020 - 57
Outdoor Retailer - Winter 2020 - 58
Outdoor Retailer - Winter 2020 - 59
Outdoor Retailer - Winter 2020 - COUNTER CULTURE
Outdoor Retailer - Winter 2020 - #REPLIFE
Outdoor Retailer - Winter 2020 - THE VIEW
Outdoor Retailer - Winter 2020 - 63
Outdoor Retailer - Winter 2020 - 64
Outdoor Retailer - Winter 2020 - 65
Outdoor Retailer - Winter 2020 - 66
Outdoor Retailer - Winter 2020 - 67
Outdoor Retailer - Winter 2020 - HOW I GOT HERE
Outdoor Retailer - Winter 2020 - 69
Outdoor Retailer - Winter 2020 - 70
Outdoor Retailer - Winter 2020 - 71
Outdoor Retailer - Winter 2020 - BACKSTORY
Outdoor Retailer - Winter 2020 - Cover3
Outdoor Retailer - Winter 2020 - Cover4
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