The brand loyalty of many consumers is being challenged by the magnitude of options they have. Consumers are being pulled away by competitors that appear to be more responsive to their unique needs. OIA ConsumerVue research confirms that competing primarily on price and product selection alone may not be enough to engage today’s outdoor consumers. In response to this challenge, several outdoor brands have studied their customer’s distinct shopping behaviors and pain points. Based on their customer data and research, they have implemented new tactics that make the shopping experience easier and more personalized as compared to their competition. They have found that offering new programs have helped them differentiate the brand and increase customer retention. Several recent studies also show that personalizing the shopping experience can increase profit margins and strengthen customer loyalty. Personalization is evolving quickly. For example, retailers are now reacting in real-time to customer data and sending personalized messages through multiple channels. To stay competitive, view our slideshow on the latest trends and real-world examples.

1. PERSONALIZATION
RETAIL & BRAND OPPORTUNITIES AND EXAMPLES
JULY 2015

2. 2
TAILORED SHOPPING
Create apps and programs that interact with customers on a more personal level
and enable them to shop when it’s convenient for them.
American Eagle Outfitters
American Eagle created a seamless
shopping experience that was based on
their customers’ mobile shopping habits.
Their new mobile app service, “Reserve, Try
and Buy,” enables shoppers to reserve
products online and then try them on in-
store. Customers can also check local store
inventory and be notified when the item is
available.
“This program shows our commitment to bridging our digital consumer
experiences and our stores and we know that most of our customers are bringing
their phones with them as they enter our stores.”
- Jeremy Xavier, Senior Director of Mobile, American Eagle Outfitters

3. 3
MULTICHANNEL SERVICE
Allow them to communicate 24/7 and through their preferred mode of
communication.
Backcountry.com
Customers can choose to chat via online,
text and phone with a Gearhead (specialized
sales agent) for shopping assistance and/or
help with their gear. Consumers are
choosing live chat and/or texting because of
the simplicity and the immediacy of the
response. In addition, consumers who
engage one-on-one with Gearheads on a
regular basis generates more revenue for
the retailer.
“Our philosophy has always been to give customers every opportunity to connect
with us and let them decide how they connect with us – whether through phone, live
chat, email or self service through the website.”
– Chris Purkey, Vice President of Customer Support, Backcountry.com

4. 4
LIFESTYLE MERCHANDISING
Create interactive in-store displays and product demos that speaks to their
motivations and desires for outdoor recreation.
Diamond Brand
Diamond Brand opened a new
adventure boutique with non-
traditional in-store features:
climbing wall to demo climbing
gear, a simulator to test different
kayaks, an area for trip planning
and a car where people can test
car racks to support the needs and
attitudes of the local customers.
“We know our customers and they're involved in serious fun whether in urban or
outdoor settings. We've created cutting-edge stores with shopping experiences
where customers will find the highest quality and most trusted gear available so
they can enjoy a variety of activities in comfort and style.”
– Will Gary, President & Owner, Diamond Brand

5. 5
VIP OFFERS
Fabletics
Fabletics successfully generated
repeat customers by providing
personalized offers based on the
results from a quiz around their
workout style, body type and
preferences.
“61 percent of consumers say they are willing to provide personal information in
exchange for exclusive deals or offers.” – Accenture
Reward customers with personalized deals for doing business with you.

6. 6
RECOMMENDATIONS
Feature product recommendations that reflect their purchase history or interests
to drive consumers to come back for more.
MooseJaw
MooseJaw enhanced their
customer retention by
incorporating personalized
recommendations on the website
and in email communications
based on web analytics and
purchase history.
“We can identify the brands they like, products they need and have purchased. We
reflect this knowledge in our marketing, which helps the customer more easily find
what they are looking for. This helps us better retain more repeat customers.”
– Dan Pingree, Vice President of Marketing, MooseJaw

7. 7
REAL-TIME PROMOTION
Send personalized messages via beacon technology or e-mail when they are
most receptive.
Timberland
Timberland partnered with iBeacon
mobile marketing platform, Swirl, to
deliver more relevant content based
on location within a certain mile
radius and those who are shopping
in-store.
The app will send a promotional
offer if a person is spending a
significant amount of time on a
product.
“Through customer conversations, we hear comments like ‘it definitely got me to
buy more’ and I would’ve walked by Timberland if I did not get the alert.’”
– Rachel Panetta, Head of Retail and Ecommerce Marketing, Timberland

8. 8
INSPIRATIONAL EXPERIENCES
Look beyond your products and create branded experiences that addresses their
motivations, attitudes and goals.
Nike’s Outdo You
Nike visualized the activity from
people’s FuelBands by creating
over 100,000 customized
animated films to inspire people
to top themselves in 2015.
“Our Nike+ members accomplished some amazing things in 2014, and we wanted to
inspire them to push for new goals in 2015 by sharing some of the magic behind their
data in an artistic and unexpected way.”
– David Schriber, Vice President, North America Brand Marketing, Nike, Inc.

9. 9
ADDITIONAL INFORMATION
Come to OIA’s session, Identifying and Targeting your Current or Opportunity
Outdoor Consumer Segments, at Outdoor Retailer Summer 2015 to learn
how you can identify who your best customers are and market to them on a
more personal level.