Retail is undergoing a significant evolution. Many stores are closing, not because consumers don’t want to shop in-store, but due to a disconnect between online and in-store experiences. Brands are investing heavily in direct-to-consumer strategies, yet 60% of consumers start their research online and make their final purchase in-store. This signifies a crucial opportunity for brands and retailers to collaborate more effectively.
ENDVR recently hosted a fireside chat with industry experts, including Eoin Comerford, former CEO of Moosejaw, Mike Massey, CEO of Locally.com, and Steve Gendron, CEO of ENDVR. They discussed how brands and retailers in the outdoor industry can work together to provide a better consumer experience.
The Opportunity for Collaboration
Eoin Comerford emphasized the need for collaboration, stating, “You need to help that retailer manage their in-store experience. Provide them with training, but also be willing to work with them hand in hand to have the best experience for the consumer. We have to work together. This is not an us vs. them scenario; there has to be that collaboration to make it work.”
Mike Massey echoed this sentiment, highlighting the importance of a unified approach: “Consumers don’t distinguish between brand and retailer – they just know they want to buy brand products! The key is to work together to make the consumer experience seamless.”
Understanding Consumer Behavior
The discussion revealed critical insights into consumer behavior. While 60% of consumers start their research online, 88% make their final purchase in-store. This underscores the importance of the in-store experience despite the rise of e-commerce. Moreover, 73% of retail consumers use multiple channels to shop, indicating the need for a unified consumer view that connects all channels.
Massey noted, “Consumers regularly blend online and offline shopping. Brands and retailers must integrate their online and offline channels to meet consumer expectations.”
Improving In-Store Experience
One of the main challenges brands face is ensuring their products are displayed properly in stores and that sales associates are knowledgeable about the products. Comerford stressed the importance of brand education and training: “When brands and retailers spend their marketing budgets to encourage consumers to shop in-store, it’s crucial that the people on the floor know your product well. They should be able to tell the consumer why they should be buying your product.”
Steve Gendron added, “Brands need to have a way to directly connect with the individuals on the store floor to ensure all the above are being met. This can be done quickly, easily, and effectively with technology like ENDVR.”
Steps for Better Collaboration
The experts outlined several steps brands and retailers can take to improve collaboration and the consumer experience:
- Communicate and Collaborate: Talk to the stores where your products are sold. Ensure the products you are selling meet consumer demand.
- Conduct Research and Surveys: Ask in-store sales associates what consumers are looking for and what is selling out fast.
- Merchandise Strategically: Work with your retailer to provide the right products for each store.
- Educate and Train: Ensure sales associates have completed education modules about your product, including its features and benefits.
- Optimize Displays: Ensure your products are displayed properly to catch consumers’ attention.
- Offer Incentives: Provide incentives so associates can inform customers about deals or opportunities they might not know about.
Conclusion: Transform Your Retail Strategy
The insights shared by industry leaders like the former CEO of Moosejaw and the CEO of Locally.com underline the critical importance of brand-retailer collaboration. By leveraging technology and fostering strong partnerships, outdoor brands can create a seamless and engaging consumer experience that drives sales and builds brand loyalty.
For more detailed insights and actionable strategies, download our full guide. Discover how leading brands are using digital retail sales enablement platforms to achieve measurable ROI and enhance their collaboration efforts. Plus, don’t forget to watch our demo to see ENDVR in action and learn how it can revolutionize your brand’s in-store success!
By embracing collaboration and leveraging technology, outdoor brands and retailers can create seamless and engaging experiences that delight consumers and drive sales. Together, we can transform the retail landscape.
