Fall - InsideOutdoor Magazine

• Management
• Change in Control
Data Points
• Tax Impact
• Performance Goals
• Payment Schedule
• Operational Integration
show is stretching too far with the addition of ancillary
companies and activities, consider this: outdoor participation
Would your buying patterns change
for large rates were brands again that flat in you 2010 already for the third stock year in a row, show
if they OIA decided figures. So to while start activities selling such direct as competitive racing
to customers may be growing, on their it’s likely Web the site participants are coming from
within the outdoor ranks. In other words, outside of some
Yes, I would stop buying
market share from that shift, Brand it’s going 11% to be hard for “core” brands to
Yes, I would experience buy as little much as possible organic growth.
from the brand
19%
Yes, I would reduce my buying
Green from vs. that brand Greenbacks 34%
While 83 percent of global consumers say it is important
No, I would not change my buying
that companies from that implement brand 13%
programs to improve the
environment, less than a quarter say they will pay more for an
I am not sure
23%
eco-friendly product, and willingness to pay more is lowest in
Source: North Shopatron America, where only 12 percent say they will fork over
extra greenbacks for green products, according to new figures
from Nielsen. Among environmental and sustainability efforts
manufacturers have taken, recycled packaging and energy
efficient products are seen as the most broadly helpful.
Belief in Sustainable Products Having Positive Impact
Outdoor on Environment Participation, (% of 2006 Respondents; to 2010 Global Average)
Total Outdoor Outings
Product
% of Respondents,
Multiple OK
11.6 Billion 11.4 Billion
Energy efficient products 11.2 Billion or appliances 10.1 Billion 10.1 Billion83%
Products Number in recyclable of Participants packaging 83%
Products with little or no packaging 69%
138.4 Billion
Organic products 135.9 Billion
134.4 Billion
137.8 Billion 137.9 Billion
64%
Bought from farmer’s market 61%
Participation Rate
Ethically produced or grown 60%
Not traveled long distance to store 60%
49.1% Locally 50.0% made products 48.6% 48.9% 48.6% 59%
Fair trade products 51%
Products not tested on animals 44%
Source: Nielsen
2006 2007 2008 2009 2010
Source: Tech-Enabled
Outdoor Industry Association
If your store isn’t empowering or planning to empower
employees with technology, it’s likely falling behind. Though
projects were postponed during the height of the recession,
How long has your company been actively involved in
adding technology-enabled touch-points for employees
in your stores?
Longer than 1 year
Less than 1 year
Budgeted project
Project planned,
not yet budgeted
No plans
Source: RSR Research
8%
3%
8%
14%
8%
5% 11%
18%
49%
2011 2010
70%
Outdoor Participation, 2006 to 2010
Total Outdoor Outings18000
HIGH
breathability
11.6 Billion 11.4 Billion 16000
11.2 Billion 10.1 Billion 10.1 Billion
14000
Number of Participants
12000
138.4 Billion
137.8 Billion 137.9 Billion
135.9 Billion
134.4 Billion
10000
and economic prospects remain uncertain, retailers have
gone forward Participation with technology Rate 8000deployment plans, suggest
findings from Retail Systems 6000 Research. Indeed, “they
recognize
49.1%
they
50.0%
have no
48.6%
real choice in the matter,” says RSR.
4000 48.9% 48.6%
LOW
breathability
Water Vapor Flux g/m 2 /24hrs
Print Still Pervasive, Persuasive
0 25 50 75 100 125 150 175 200
Even though 82 percent of Americans are online, 93
Pressure Drop Across Sample (PA)
percent 2006own mobile 2007 phones 2008 and 2009 155
Forces
million
air 2010 through
use
fabric
Facebook,
to illustrate the effect of
wind and movement on breathability
printed Source: materials, Outdoor Industry either Association mailed or in No newspapers, air Slight air are still Increasing
movement movement air movement
the primary way folks learn about retailer sales information,
show Nielsen findings. Source: Polartec The only electronic tactic that matches
printed paper’s weekly reach is email. And when shoppers
are asked what they want for the future, demand goes up
for high How tech long information has your sources, company but been nearly actively 90 percent involved of in
consumers adding still technology-enabled mostly want print, says touch-points Nielson. for employees
in your stores?
Weekly Usage of Retail Advertising Material
Sales Longer Product than Information
1 year
Weekly Usage
Newspaper 69% 49%
Less than 1 year 8%
Materials mailed to home 18% 67%
Emails Budgeted from retailers project 3% 67%
Social media 8% 2011 2010
45%
Smart or Project mobile planned, phone 14% 39%
Printed not material yet budgeted in store 8% 38%
Store site on computer No plans 5% 37%
11%
Store site using PC 35%
In store kiosk 24%
Source: RSR Research
In store TV 21%
Source: Nielsen
Mobile Showrooms
Fears that smarter phones would lead to more consumers
Which types of products have you checked
out in a physical store and then bought
from some other store online?
75
50
25
0
48%
58%
Source: Retrevo
All Shoppers
41%
39%
32%
31%
Smartphone
Owners
19% 23% 16% 22% 15% 19%
Electronics Shoes Apparel Appliance Sporting
Gear
Home
& Garden
using brick-and-mortar stores as showrooms for online
competitors are being quantified. Across several product
categories, smartphone users visit physical stores and then
buy online more frequently than overall shoppers, show
findings from Retrevo.
70
10 | InsideOutdoor | Fall 2011
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