sportFACHHANDEL 08_2018 Leseprobe

8.2018 Vaude
Vaude | OUTDOOR | 33
ONLINE TENT CONSULTANT
Matching the
customer‘s needs
If the price alone isn’t the only determining purchase criterion, but rather the customer’s individual
requirement, specialist outdoor retail has better arguments in terms of consultation. With its new tent
consultant, Vaude now offers such a requirement analysis to the web enthusiasts, too.
Being able to skilfully consult is a unique
selling point for many specialised dealers
the customers like accepting, and above all
expect. In the course of the digital revolution these
customers have by no means died out. However
another customer group, to whom the use of digital
helpers has become everyday life, has developed.
Often they are well informed in advance and expect
an exact consultation
that is specifically
directed at
their needs that
were previously
researched online.
In that case it
can be helpful
to pick up to
customers in
their world at a
specialised dealer,
too. Following this
creed the online
supplier Vaude
has recently launched
an online
tent consultant.
In just a few
steps customers
are led to the
tents that match
the individual
demands the most
online. Among
other things,
the program
integrated into
Vaude’s homepage asks for the number of people,
the user’s size, and what the tent is supposed to be
used for. Then one can choose which weather and
subsoil conditions the tent is to withstand, or what
demands one has in terms of weight and comfort.
Subsequently the program presents matching suggestions.
The result page may have prize regulation
Only a few steps to the matching tent: Consumers and specialist
retailers can use Vaude’s online tent consultant.
but the tents presented are initially shown without
a prize. The exact prize is only shown in the product
details after another step.
But as Manfred Meindl, Management Retail
Marketing and Online Marketing at Vaude,
stresses, the online tool for requirement analysis
is not only to be used by consumers: ”The tool can
be used by end
customers on our
website but can
also be integrated
into stationary
retail via tablets
and for consultation.
Our retailers’
feedback has truly
been very good.”
This customer
wish analysis‘s
advantages are
obvious: Initially
the customer
chooses a product
that satisfies his
demands the
most, regardless
of the retail price.
Once the price
eventually joins
the game the
consultant at the
shop can suggest
other products,
depending
on how much
comfort the customer is willing to sacrifice. This
top-down sale is always popular as soon as the product
is to be bought primarily according to the own
demands and checking one’s wallet comes after.
Due to the online tool’s success one is now working
on “a similar tool for the areas of rucksacks and
shoes”, according to Manfred Meindl.