The outdoor industry has been making headlines recently due to layoffs, store closures, and significant changes in the C-suite. While many stores are closing, it’s not because consumers don’t want to shop in-store. The real issue lies in the disconnect between online and in-store experiences. Despite brands heavily investing in direct-to-consumer strategies, 60% of consumers start their research online but make their final purchase in-store. This signifies a crucial opportunity for brands and retailers to collaborate more effectively and work together to support the consumer journey. When brands and retailers fail to cooperate in this effort, both risk losing the business.

ENDVR.io recently hosted a fireside chat with industry experts, including the former CEO of Moosejaw, Eoin Comerford, the CEO of Locally.com, Mike Massey, and ENDVR’s own CEO, Steve Gendron. 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. For instance, 60% of consumers start their research online, but 88% make their final purchase in-store. This means that despite the rise of e-commerce, the in-store experience remains vital. Furthermore, 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.”

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.io.”

Steps for Better Collaboration

The experts outlined several steps brands and retailers can take to improve collaboration and the consumer experience:

1. Communicate and Collaborate: Talk to the stores where your products are sold. Ensure the products you are selling meet consumer demand.
2. Conduct Research and Surveys: Ask in-store sales associates what consumers are looking for and what is selling out fast.
3. Merchandise Strategically: Work with your retailer to provide the right products for each store.
4. Educate and Train: Ensure sales associates have completed education modules about your product, including its features and benefits.
5. Optimize Displays: Ensure your products are displayed properly to catch consumers’ attention.
6. Offer Incentives: Provide incentives so associates can inform customers about deals or opportunities they might not know about.

For a deeper dive into the insights and Q&A from these industry leaders and top retail brands, download the full guide for free. 

Discover how leading brands are using digital retail sales enablement platforms like ENDVR.io to achieve measurable ROI and enhance their collaboration efforts. Download the free guide now to hear from the experts!

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