sportFACHHANDEL 08_2018
Sie wollen auch ein ePaper? Erhöhen Sie die Reichweite Ihrer Titel.
YUMPU macht aus Druck-PDFs automatisch weboptimierte ePaper, die Google liebt.
8.<strong>2018</strong> Vaude<br />
Vaude | OUTDOOR | 33<br />
ONLINE TENT CONSULTANT<br />
Matching the<br />
customer‘s needs<br />
If the price alone isn’t the only determining purchase criterion, but rather the customer’s individual<br />
requirement, specialist outdoor retail has better arguments in terms of consultation. With its new tent<br />
consultant, Vaude now offers such a requirement analysis to the web enthusiasts, too.<br />
Being able to skilfully consult is a unique<br />
selling point for many specialised dealers<br />
the customers like accepting, and above all<br />
expect. In the course of the digital revolution these<br />
customers have by no means died out. However<br />
another customer group, to whom the use of digital<br />
helpers has become everyday life, has developed.<br />
Often they are well informed in advance and expect<br />
an exact consultation<br />
that is specifically<br />
directed at<br />
their needs that<br />
were previously<br />
researched online.<br />
In that case it<br />
can be helpful<br />
to pick up to<br />
customers in<br />
their world at a<br />
specialised dealer,<br />
too. Following this<br />
creed the online<br />
supplier Vaude<br />
has recently launched<br />
an online<br />
tent consultant.<br />
In just a few<br />
steps customers<br />
are led to the<br />
tents that match<br />
the individual<br />
demands the most<br />
online. Among<br />
other things,<br />
the program<br />
integrated into<br />
Vaude’s homepage asks for the number of people,<br />
the user’s size, and what the tent is supposed to be<br />
used for. Then one can choose which weather and<br />
subsoil conditions the tent is to withstand, or what<br />
demands one has in terms of weight and comfort.<br />
Subsequently the program presents matching suggestions.<br />
The result page may have prize regulation<br />
Only a few steps to the matching tent: Consumers and specialist<br />
retailers can use Vaude’s online tent consultant.<br />
but the tents presented are initially shown without<br />
a prize. The exact prize is only shown in the product<br />
details after another step.<br />
But as Manfred Meindl, Management Retail<br />
Marketing and Online Marketing at Vaude,<br />
stresses, the online tool for requirement analysis<br />
is not only to be used by consumers: ”The tool can<br />
be used by end<br />
customers on our<br />
website but can<br />
also be integrated<br />
into stationary<br />
retail via tablets<br />
and for consultation.<br />
Our retailers’<br />
feedback has truly<br />
been very good.”<br />
This customer<br />
wish analysis‘s<br />
advantages are<br />
obvious: Initially<br />
the customer<br />
chooses a product<br />
that satisfies his<br />
demands the<br />
most, regardless<br />
of the retail price.<br />
Once the price<br />
eventually joins<br />
the game the<br />
consultant at the<br />
shop can suggest<br />
other products,<br />
depending<br />
on how much<br />
comfort the customer is willing to sacrifice. This<br />
top-down sale is always popular as soon as the product<br />
is to be bought primarily according to the own<br />
demands and checking one’s wallet comes after.<br />
Due to the online tool’s success one is now working<br />
on “a similar tool for the areas of rucksacks and<br />
shoes”, according to Manfred Meindl.