Outdoor Retailer PreShow - 2020 - 20

The Pulse

M A R K E T I N G
Tailgate Talks with local speakers
at California's Alpenglow Sports
rally the community in the shop.

OMNICHANNEL V. MULTICHANNEL MARKETING

Narratives and
the New School
You want loyalty. They want experiences.
Find your way in an always-on world that
needs engaging, empowering consumer
stories to get us where we want to go.
By Dani Reyes-Acosta

WHEN WAS THE LAST TIME YOUR SALES, MARKETING, CUSTOMER SERVICE,

and data analytics teams discussed a cross-functional view of your customers' journeys? In a perfect world, our teams work together to create
a virtuous cycle of customer experience, one that understands consumer
concerns and answers their needs before they run into problems. Likelier,
though: Your teams are doing the best they can to drive seasonal social media campaigns, launch an influencer outreach program, develop marketing
partnerships, and design immersive event marketing initiatives.
Can you trace the path customers take from awareness through acquisition, retention, and advocacy? Layer in the touchpoints that mobile-first
shopping and a nonlinear buying journey create. What do you see?

RETIRE LINEARITY

Integrated marketing is good, but it's not enough. Multichannel marketing is also helpful but insufficient. The consumer of the future (and today)
doesn't just want to see your content on multiple platforms with a consistent message; they want you to know them intimately.
Traditionally, we track customer progress through a funnel or lifecycle
marketing model. Yet these approaches don't consider how "customers
today create discoverable artifacts that other customers can find through
Google. If the brand has done a good job [with customer needs], this ad-

20

/ OUTDOOR + SNOW SHOW 2020

Your customers love the self-educating discovery process: Before a
customer steps foot in your store,
more than half will have searched
a term on their mobile device that
brought them there. Nearly 90%
will have connected with you or
a partner brand on social media.
And more than half the customer
service calls you receive will follow
a visit to your website.
What does this all mean? Let's
frame multichannel as messaging, and omnichannel as experience. The latter takes a concierge
approach to experience. Omnichannel marketing nurtures, follows, and cultivates relationships
with customers.
Consider the omnichannel marketing leader, REI. The retailer
leveraged demands of the 36% of
its 18 million coop membership
to drive a huge increase in gear
rentals and used gear sales. The
unified experience REI has created-in-store, online, email, social,
and events-doesn't push product.
It builds story around the consumer narrative that multicultural
millennials experience.
The lesson: We must map our
customers' experiences, including
friction points, roadblocks, aspirations, and needs. Then we need
to figure out how to answer this
call across the platforms where
consumers "live."

KNOW THE JOURNEY

"I think people derive happiness
not from things, but from experiences and relationships. Our whole
business centers around giving
back," says Brendan Madigan of

Alpenglow Sports in Tahoe City,
California. Balancing tourist and
local needs with merchandise
and marketing content, the shop
is a quiet leader in the omnichannel space. With a podcast, local
nonprofit fund, events, and local
partnerships, Alpenglow creates
experiences that locals and tourists
alike crave.
Coalition Snow in Truckee, California, has a podcast (Juicy Bits),
magazine (Sisu), and marketing
initiatives that elevate issues that
women care about. "Whether on
the snow or on our couch, the spaces we create will always welcome
women who have felt marginalized
or Othered elsewhere," says Coaliton Snow co-founder Jen Gurecki.

START HERE

Moving toward an omnichannel,
consumer-driven experience (and
the product offering to complement it) can be tough. The key is to
keep it simple.
Gather a few key team members
in a room with a pot of coffee and
a whiteboard. Why did you go into
this business in the first place?
Who did you want to serve? Who
do you plan to serve? Forget the
tech and start with a sketch. Visualize the process each person goes
through in order to accomplish a
goal. Note the emotions, actions,
and psychological state of this
person as they interact with your
brand. What do they need, want,
and desire?
Start with simplicity, and build
from there.
Dani Reyes-Acosta is a strategist
at Nomad Creativa, brand consultant, and adventure-traveling
athlete based in Colorado, California, or in her van somewhere
in-between. Find her on Instagram
@notlostjustdiscovering.

S COT T R O K I S

vocacy process is a gift that will
help drive traffic to the company,"
writes Blake Morgan for Forbes.



Outdoor Retailer PreShow - 2020

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

Outdoor Retailer PreShow - 2020
Always Innovating
Taking Charge
Future Epic
Big Picture
Marketing
Farewell
Still in the Game
What’s New?
Zones
Venture Out
Events & Education
Digital Solutions
Must See Gear
Trend Watch
Happenings
From the Road
Innovation Awards
Outdoor Retailer PreShow - 2020 - Outdoor Retailer PreShow - 2020
Outdoor Retailer PreShow - 2020 - Cover2
Outdoor Retailer PreShow - 2020 - 1
Outdoor Retailer PreShow - 2020 - 2
Outdoor Retailer PreShow - 2020 - 3
Outdoor Retailer PreShow - 2020 - 4
Outdoor Retailer PreShow - 2020 - 5
Outdoor Retailer PreShow - 2020 - 6
Outdoor Retailer PreShow - 2020 - 7
Outdoor Retailer PreShow - 2020 - 8
Outdoor Retailer PreShow - 2020 - 9
Outdoor Retailer PreShow - 2020 - 10
Outdoor Retailer PreShow - 2020 - 11
Outdoor Retailer PreShow - 2020 - Always Innovating
Outdoor Retailer PreShow - 2020 - 13
Outdoor Retailer PreShow - 2020 - Taking Charge
Outdoor Retailer PreShow - 2020 - 15
Outdoor Retailer PreShow - 2020 - Future Epic
Outdoor Retailer PreShow - 2020 - 17
Outdoor Retailer PreShow - 2020 - Big Picture
Outdoor Retailer PreShow - 2020 - 19
Outdoor Retailer PreShow - 2020 - Marketing
Outdoor Retailer PreShow - 2020 - 21
Outdoor Retailer PreShow - 2020 - Farewell
Outdoor Retailer PreShow - 2020 - 23
Outdoor Retailer PreShow - 2020 - Still in the Game
Outdoor Retailer PreShow - 2020 - 25
Outdoor Retailer PreShow - 2020 - 26
Outdoor Retailer PreShow - 2020 - 27
Outdoor Retailer PreShow - 2020 - What’s New?
Outdoor Retailer PreShow - 2020 - 29
Outdoor Retailer PreShow - 2020 - 30
Outdoor Retailer PreShow - 2020 - 31
Outdoor Retailer PreShow - 2020 - Zones
Outdoor Retailer PreShow - 2020 - 33
Outdoor Retailer PreShow - 2020 - Venture Out
Outdoor Retailer PreShow - 2020 - 35
Outdoor Retailer PreShow - 2020 - Events & Education
Outdoor Retailer PreShow - 2020 - 37
Outdoor Retailer PreShow - 2020 - 38
Outdoor Retailer PreShow - 2020 - 39
Outdoor Retailer PreShow - 2020 - 40
Outdoor Retailer PreShow - 2020 - 41
Outdoor Retailer PreShow - 2020 - 42
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Outdoor Retailer PreShow - 2020 - 49
Outdoor Retailer PreShow - 2020 - 50
Outdoor Retailer PreShow - 2020 - 51
Outdoor Retailer PreShow - 2020 - 52
Outdoor Retailer PreShow - 2020 - 53
Outdoor Retailer PreShow - 2020 - Digital Solutions
Outdoor Retailer PreShow - 2020 - 55
Outdoor Retailer PreShow - 2020 - Must See Gear
Outdoor Retailer PreShow - 2020 - 57
Outdoor Retailer PreShow - 2020 - 58
Outdoor Retailer PreShow - 2020 - 59
Outdoor Retailer PreShow - 2020 - Trend Watch
Outdoor Retailer PreShow - 2020 - 61
Outdoor Retailer PreShow - 2020 - 62
Outdoor Retailer PreShow - 2020 - 63
Outdoor Retailer PreShow - 2020 - Happenings
Outdoor Retailer PreShow - 2020 - 65
Outdoor Retailer PreShow - 2020 - 66
Outdoor Retailer PreShow - 2020 - 67
Outdoor Retailer PreShow - 2020 - From the Road
Outdoor Retailer PreShow - 2020 - 69
Outdoor Retailer PreShow - 2020 - 70
Outdoor Retailer PreShow - 2020 - 71
Outdoor Retailer PreShow - 2020 - Innovation Awards
Outdoor Retailer PreShow - 2020 - Cover3
Outdoor Retailer PreShow - 2020 - Cover4
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