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Outdoor Retail of the Future

Brainstorm Ideas from Rendezvous October 2, 2013

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www.outdoorindustry.org/reinventretail "Outdoor Retail of the Future” Keynote Presentation at Rendezvous

Overview

•  IDEO recapped consumer insights related to the outdoors from their research efforts with noncore consumers

•  The findings revealed four key opportunity areas for outdoor brands and retailers to better connect with these consumers

•  Rendezvous attendees took part in an IDEO brainstorm session on leveraging these opportunities in their businesses

•  A summary of ideas generated by members

from that session follows

These ideas are in raw form and intended as thought starters to inspire and build on as we move towards a more strategic framework

for retail innovation based on consumer insights.

www.outdoorindustry.org/reinventretail


How might we bring the social outdoors into the retail experience? Marketing: •  Fitness focused tracking app for outdoor activities (e.g. HikerKeeper, similar

to RunKeeper) •  Dynamic gear pricing based on how many friends shop with you •  Urban lifestyle focused app that calculates the distance and calories to

various social destinations like restaurants, stores, movie theaters, etc. •  "What's Nearby" app to direct consumers to local outdoor options based

on location, transportation and time limitations and allow them to pin locations they find along the way for others to visit

Events: •  Beer and Gear Nights at retail locations •  Gear Swap events that are themed to different seasons/activities and where

you can learn a skill, socialize and camp out

Social + Connected


How might we bring the social outdoors into the retail experience? Merchandising: •  Virtual show windows that read your music, phone brand, etc. and change

displays to match interests based on demographics of shopper •  Display real-time social conversations in-store Service: •  Wi-Fi in retail •  Outdoor Travelocity or Trip Advisor Experiences: •  Retailers as “Town Centers” that know all the best outdoor experiences in

the community •  Retailer sponsored customer teams that compete against each other in

different activities and interact through an online community

Social + Connected


How might we become part of the social network of our consumers? Marketing: •  Work to address common concerns about being outdoors by starting a

dialogue in social platforms/communities (e.g. safety, bugs, difficult terrain, gear, etc.)

•  Social network communities for different interest groups (affinity, beginner, mid level, advanced)

•  Enthusiasts become digital guides for less experienced (video series) •  Follow consumers on Pinterest, Instagram, Tumblr and offer discounts on

products when they pin or post a product/activity picture related to the brand/retailer

•  Digital campfire stories online (a la NPR's StoryCorp)

Social + Connected


How might we become part of the social network of our consumers? Events: •  Tie outdoor events with community events (e.g. bike or fun run before a

music festival) •  Makers Faire for outdoors •  Adventure trips with a lots of social activities included •  Brand or retailer sponsored adventure challenges (a la Goruck) Merchandising: •  Augmented reality mirrors that takes photo of customer wearing different

gear and allows for posting on social networks. Connects customer, gear, social circle, brands and retailer

Product: •  Crowd sourcing for design

Social + Connected


How might we become part of the social network of our consumers? Sponsorships: •  Adventure Clubs with mystery activities Programs: •  Industry-level online resource for outdoor education, internships and job

opportunities with brands and retailers

Experiences: •  Online scavenger hunts and photo contests to spread the word within

social communities •  Online diary of your product’s outdoor adventures (e.g. hiking boots,

running shoes, skis/board, jacket) post purchase to inspire others

Social + Connected


How might we engage people in a range of outdoor experiences while retaining the core enthusiast?

Marketing: •  Online tool that matches products to experiences (e.g. input activity,

weather conditions, style preference, etc.) Events: •  Park clean up events that link local communities to outdoor places •  Boot camp for camping to learn basic technics and survival skills •  National Night Out with an outdoor perspective Merchandising: •  Merchandise by expertise level

Inclusive



Service: •  Genius bar for outdoor •  Customize service experience to skill level of customer (a la the Guitar Center

where show beginners range of higher end products to aspire to, but then direct to products at their current level)

Programs: •  Offer friend discounts when someone brings in a new customer

Inclusive



Sponsorships: •  Sponsor or partner with meet ups and other existing social groups or clubs •  Tiered outing clubs at colleges based on skill level •  Outdoor Big Brother/Sister program to engage beginners through

experienced mentors •  A take on the "ski bus" that offers youth trips to various outdoor activities

throughout the school year with guides

Inclusive


How might we appeal to a new consumer who doesn’t look like us?

Branding: •  Reframe "extreme" in a way that is more relevant to a wider range of

consumers (e.g. What is your Everest?)

Marketing: •  Align with the values/lifestyles of diverse customers •  Everyday people as spokespersons (e.g. bike messengers, postal workers) •  Speak to consumer diversity by promoting/displaying the activities and

clothing/gear by body type, passion/interest, weather, time available, fitness level, cost, gender, etc.

Events: •  Spring break outdoor trips •  Host free cultural cooperative campouts in more urban setting like sports

stadiums (at first), offer food, gear and entertainment/education •  Create "official" days for different activities and host events to celebrate

Inclusive



Service: •  Outdoor Stylists as retail sales staff that matches best gear to personal activities •  Host a nationwide day of service day and events Product: •  Activity-based starter kits •  Transitional back pack to hiking pack Sponsorships: •  Educate ethnicities by partnering with cultural centers and events (Pilipino,

Puerto Rican, Mexican, Asian, African American, etc.) •  Partner with corporations to develop an outdoor office program that offers

remote settings to work from and transportation back and forth •  Partner with Disney to incorporate outdoor adventures into cartoons •  Sponsor Funshine School Days with classes outdoors

Inclusive



Programs: •  Retail program that exchanges video games for outdoor gear •  Develop mentor or legacy programs where core advocates take "first

timers" outdoors •  Partner with local/state tourism, school, community center/YMCA, gyms/

bootcamps/crossfit, etc. •  Outdoor version of Flat Stanley program in schools •  "Hand Me Down" program where customers can rent gear for free •  Cultural outdoor ambassadors •  Educational programs in schools and adult learning for late adopters •  Corporate outreach through partnerships with HR directors/departments

(e.g. holistic wellness programs sponsored by retailers/brands, host events, outdoor/action activities on site, etc.)

Inclusive


How might we appeal to a new consumer who doesn’t look like us? Experiences: •  Create activity suggestions based on timeframes (e.g. two-hours of fun,

done-in-a-day) •  Merit badges for outdoor activities

Inclusive


How might we build our businesses for anywhere not just ‘here’? Events: •  Random acts of accessibility (e.g. outdoor experiences in unexpected

places, flash mob style) •  Adventure "In the Park" events •  Pop up outdoor "quiet zones" in cities

Service: •  Home delivery of gear tied to packaged experiences •  Provide transportation to outdoor experiences, particularly in urban

environment

Accessible


How might we build our businesses for anywhere not just ‘here’? Distribution: •  Retail at camp sites, trail heads, bike paths, parks (e.g. pop up, vending

machine, drone drop-off service) for forgotten supplies •  Tupperware model-home parties for apparel or gear •  Mobile show rooming facilities that double as outdoor knowledge centers •  Bricks on Wheels-mobile gear trucks (a la food trucks)

Sponsorships: •  Sponsor non industry events that are relevant to target consumers' lifestyle

(e.g. Food Fest) •  Wi-Fi hot spot tents •  Reframe perspective on familiar experiences (e.g. build outdoor

environments on rooftops)

Accessible


How might we build our businesses for anywhere not just ‘here’? Programs: •  Magical Outdoor Mystery Tour after-school physical education program •  OIA University roadshow with traveling educational sessions in key markets •  Touring camping clinics

Accessible


How might we offer new entry points for urban beginners? Events: •  City hookups •  Host campus or urban games events •  Adventure carnival, staffed by retailers/brand employees •  Indoor wilderness challenges (e.g. no electricity night, back yard camping) •  Organize or sponsor outdoor city experiences (a la Wilderness Collective)

such as rails and trails hikes, park camping, SUP on beaches, day camping, extreme dog walking, park walking tours

Service: •  Uber model for gear that brings the equipment to people

Sponsorships: •  Sponsor/have a presence at local Garden and Home Shows

Accessible


How might we offer new entry points for urban beginners? Community: •  Urban focused service projects •  Build or enhance urban playgrounds to include outdoor/action sport

activities •  Mobile ranger stations, tourism centers to urban settings (e.g. parks,

events, etc.) as an educational resource Experiences: •  Urban campgrounds or outdoor "escape" areas in urban environments •  Geo-caching/letterboxing

Accessible


How might we monetize the experience, not just the gear? Marketing: •  “Free-miums” that give consumers free gear/rentals in exchange for reviews or

WOM promotion within their online communities

Events: •  Targeted Demo Days customized to target audiences (e.g. women, beginners)

Merchandising: •  List products in store/online by experience

Service: •  “Just Show Up” service of setting up campsite for customers prior to their arrival •  Campground services such as wood chopping, fire building, cooking, etc. •  "Open Retail" partnerships for one-stop shopping (e.g. bank, retail, coffee, bar,

social space, etc.)

Experiential


How might we monetize the experience, not just the gear? Sponsorships: •  Marry fund raising with outdoor experiences (e.g. camp-a-thon, hike-a-

thon); Gear prizes as rewards for fund raising •  Partner with hotels to offer gear rental (a la New Balance and Westin) and

excursion planning/transportation (e.g. bike rentals at hotels) Programs: •  Try before you buy programs •  Gear libraries/loaner programs (a la FFF or YSSA) •  Donate used gear and get a free activity lesson •  Develop team building programs for Corporate America around outdoor

activities (e.g. problem solving, collaboration) •  Partner with travel companies, summer camps, etc. on programs where

gear is part of the cost of the activity/trip

Experiential


How might we monetize the experience, not just the gear? Experiences: •  “Hostage Adventures”: Planned but surprise weekend trips with fees

tiered to level of adventure desired. Hostage trucks have all gear and supplies or retailer serves as base camp. Customers are ‘kidnapped’ and taken on surprise outdoor adventures and have the option to purchase any gear or supplies at end of the trip if interested

Experiential


How might we connect the experience and anticipation of the outdoors to the gear?

Marketing: •  Develop an app/site to identify consumer outdoor interest and be a

resource for connecting them (Outdoor Pinterest) Events: •  Outdoor/campfire cooking classes and/or cook-off events •  Go Pro editing workshops •  Peer-to-peer activity clinics

Experiential



Merchandising: •  Hang tags on products that identify what it can be used for •  “How-to-Guides” in store and online (e.g. packing video, gear lists) •  In store kiosk/online tool with weather information for outdoor locations

and clothing recommendations •  Backyard/roof top camping displays and gear/kits Service: •  Outdoor Match.com •  Give employees gear to wear and offer group trips to broaden their

knowledge, so they can talk enthusiastically/intelligently to new customers

Experiential



Programs: •  Loyalty program where earn points for gear discounts with outdoor activity

participation •  Outdoor clinics at athletic clubs, youth groups, schools, Brownie troops,

church to educate about different outdoor experiences and teach about equipment

Experiences: •  Epic Pass concept for other outdoor activities •  "This could be you" mirrors that simulate product on customers or in-store

booths that simulate different activity environments (e.g. temperature, smells)

Experiential

For more information:

Visit our webpage at www.outdoorindustry.org/reinventretail

Join our online community by emailing an invite request to [email protected]

What You Can Do: Try a new idea in store, online or in the marketplace

Share what you did with us and the outcome (include photos)

Learn as we share back your efforts and results

Christie Hickman VP Market Insights [email protected]

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