Winter - InsideOutdoor Magazine

SALES BONUS OR
TOTALLY BOGUS
Spiff payments raise the
stakes and some
eyebrows
Issue #14
Winter 2006
Product Showcase
Maximizing the
Middlemen
Portal Control
Goodwill Hunting
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12
18 26
FEATURES
JUST REWARD 12
Incentives and sales bonuses long have been a means to motivate
retail sales staffs. But the encroachment of per-unit-based spiff
payouts threatens to increasingly infl uence the purest transaction
in specialty retail — the interaction between your sales staff and
your customers.
By Tony Jones
IN THE MIDDLE 18
While conventional wisdom suggests that “cutting out the middleman”
tightens the value chain and reduces costs, wholesale distributors
provide outdoor retailers with some less-than-obvious solutions that
can make life easier and an operation more profitable.
By RJ Anderson
GEAR
WINTER 2006 PRODUCT SHOWCASE 26
A sampling of the new gear and garb set to warm up this winter’s
show season.
GORP
FRESH TRACKS 36
Bubba can be our buddy.
By Stuart Craig
Letter from the Editors 6
Retailers Report 8
SKUs in the View 10
Advertiser Index 38
BACK OFFICE
ONLINE AND ON TARGET 22
The speed and convenience of online ordering that consumers have
enjoyed for years now can be readily applied to retail business
models. What’s more, retailers face little or no barriers to entry.
By Peter Tousignant
The Legend of Dagda Mor
Dagda, “The Good God,” is an Irish earth and father god,
leader of the ancient Celtic tribe Tuathe De Danann, or People
of Dana. A master of magic, the Dagda possessed both superhuman
strength and appetite. Among his wealth were an
enormous club that could both destroy and restore life and a
great cauldron that provided an inexhaustible supply of food.
He called the seasons into being with his harp and, from the
cauldron of his plenty, fed the entire earth.
A fearsome warrior and artisan, the Dagda has been
resurrected by the founders of INSIDE OUTDOOR to protect
and guide the publication as well as its fellowship of readers.
Powerful, wise, authoritative, generous and unafraid of mischief,
the Dagda will appear from time to time in INSIDE OUTDOOR to
inspire, teach, amuse and occasionally cause trouble.
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Welcome to the highperformance
world of
Polarguard ® – the leading
synthetic insulation for
demanding environments
– where superior durability,
loft and warmth come
standard. Whether you’re
scaling Everest or climbing
Red Rocks, Polarguard’s
got your back.
For 30 plus years Polarguard
has delivered the ultimate in
protection and performance
– life-long durability
– superior loft retention
– won’t clump, flatten or
pull apart over time
– unsurpassed insulating
ability, even when wet.
That’s why the best brands
in the world use Polarguard.
GoLite
Kelty
Marmot
Mountain Hardwear
Sierra Designs
The North Face
Where you sleep is your business. How you sleep is ours.
Visit us at the Outdoor
Retailer Winter Market
Booth 3551.
Phone 704-639-2701
Fax 704-642-2177
www.polarguard.com
ONLY BY
Look for the
tag of assurance
Photography by Jimmy Chin
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Customer Growth
Tony C. Jones
Editor-in-Chief
tony@dagdamor.com
Gary Kim
Executive Editor
garykim@concentric.net
Some of you already may have heard how
a prime focus this year at Inside Outdoor is
operating costs, examining ways to control and
recapitalize on them. That’s largely because,
moving forward, specialty retail businesses
appear likely to face continued multiple attacks
from increasingly stronger competitors. And
there’s little to suggest that most or any of
these emerging alternate distribution channels
will be getting weaker anytime soon.
The upshot is a growing number
of consumer end points for outdoor
goods, which also means further margin
compression. So the way we see things, to
survive and thrive, one either fi nds a niche
or gets lean and mean.
That’s not to say that an examination of
operational expenses equates to “cuts.”
Quite the contrary, often it’s more about
getting greater yield out of what’s currently
being sown, frequently through means such
as automation, tightening up value chains,
retaining employees and creative partnering.
In this issue, we present a few such cases.
Another key method is customer loyalty
programs, since it’s typically cheaper and
easier to encourage better behavior from
existing customers than it is to “grow” a
base. And here one can look to the quick
success of Best Buy’s Reward Zone program
for some lessons.
In the program’s fi rst three months, for
example, Best Buy signed up more than a
million members. After a year, membership
was more than 3 million. Keep in mind,
Reward Zone members pay an annual fee of
$9.99 to participate, which gives them the
ability to accrue store credit points with each
dollar spent. The rewards, of course, aren’t
chump change — a trip to Best Buy for a new
desktop PC setup, with a few peripherals, for
example, generates enough to pick up three
or so free DVDs.
6 |IO
Members are showing their loyalty,
too. Best Buy has found that Reward Zone
members shop twice as often and buy twice
as much as non-members, and Reward Zone
has 30 percent visibility among all Best Buy
transactions.
For anyone looking to start or upgrade
such a loyalty program, Karen Maurice,
director of relationship management for Best
Buy, has some advice. “It takes a village,”
says Maurice, when asked her most important
lesson learned with the young program. In
other words, all elements of an operation
need to accept and embrace the parameters,
“or else it really won’t work,” she warns.
Loyalty program veterans also recommend
building flexibility into a new program, so fi xes
and customer feedback can be implemented
along the way. Otherwise, you run the risk of
potentially damaging customer relationships,
says Christine Pierce, a director at Delta
Air Lines SkyMiles. And be careful when
establishing the initial benefits of a program,
“because you can always make your program
richer,” says Pierce. “But it’s diffi cult to take
anything away from your customers.”
On another note, Inside Outdoor has
taken steps to bolsters its own operations.
If you happen to look at the magazine’s
masthead you’ll fi nd that Tony Jones has
joined our ranks as the new Editor in Chief.
Some of you surely remember Tony from his
days with the now-defunct outdoor retail trade
magazine Outfi tter, where he was one of the
founding editors and served during that pub’s
high-growth years.
We’re absolutely stoked to have Tony
heading up IO’s crew, and we invite you
to drop him a hello and a welcome back at
480.820.5676 or tony@dagdamor.com. He’d
love to hear from you.
– MV
Ben Folkerstma
Creative Leader
ben@dagdamor.com
Martin Vilaboy
Founding Editor
martin@dagdamor.com
Ernest Shiwanov
Editor at Large
ernest@dagdamor.com
Editorial Contributors:
R.J. Anderson, Stuart Craig,
Brian Hewitt, Peter Tousignant
Jennifer Vilaboy
Production Director
jen@dagdamor.com
Berge Kaprelian
Publisher
berge@dagdamor.com
DAGDA MOR MEDIA
Robert C. Titsch
President & CEO
Gary Kim
Chief Operating Offi cer
Deborah Dellisanti
Executive Vice President
Becky Pennington
Vice President/Finance
Corporate Headquarters
21001 N. Tatum Blvd.
Suite 1630-449
Phoenix, AZ 85050
480.203.2513
480.203.2514
fatpipe@dagdamor.com
www.dagdamor.com
Editorial Offi ces
INSIDE OUTDOOR
1405 E. Campus Dr.
Tempe, AZ 85282
480.820.5676
outdoor@dagdamor.com
www.insideoutdoor.com
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THANKS A BUNCH!
CenterStone Technologies would like to say “Thank You” to
our esteemed list of vendors who have helped make 2004
a successful year. With your support we processed more
We hope that over the past year you have found that, with
the help of CenterStone Technologies, these vendors have
been easier and more profitable for you to do business with.
than $200 million dollars of wholesale orders through our
system. When you adopted the CenterStone solution, we
promised to make it easier and more profitable for you to
do business with the thousands of specialty dealers who use
CenterStone’s solutions. We hope that we have exceeded
It’s been a win-win for both vendors and retailers, and
ultimately it benefits the end-user – your customers who
share your love of the great outdoors. We are pleased to be
of service to all of you.
your expectations.
WE LOOK FORWARD TO CONTINUING TO PROVIDE AN UNPARALLELED LEVEL OF SERVICE TO YOU IN 2005.
And to our thousands of retail dealers who have logged on
and placed these orders, we also say, “Thank You.”
Without your rapid adoption of the application and the
torrent of orders that you have placed, these vendors
would not be experiencing the success they have.
SEE US AT O.R. BOOTH #3593
THE EVOLUTION OF SALES ORDER MANAGEMENT
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Retailers Report
Don’t Sweat the Small Stuff
This month we ask: Does your store use distributor services to
source product or manage inventory? If so, is there any particular
store department or product category that benefi ts most, in terms of
ease, speed, cost savings, etc.?
Northeast
“The only distributor I use for the outdoor
stuff—separate from bikes—is Peregrine,”
says John Bryan, owner of The Mountain
Goat, a 2,000-square-foot specialty retail shop
in Williamstown, Mass. Bryan says he uses
Peregrine Outfitters mainly for smaller items,
such as Nalgene bottles, which are the highest volume product it
orders from the distributor. Peregrine also supplies The Mountain
Goat with equipment-care products, such as Nikwax, as well as
handwarmers, thermoses and headlamps.
“Anything that has fast turns makes it very convenient for us
to use Peregrine because our orders get here in 24 hours,” says
Bryan, “and if we hit a certain freight point, we don’t pay shipping.
We usually order about three times per month.”
Al Saracene, owner of Nordic Sports, a 5,000-square-foot
specialty retailer in Cortland N.Y., says that during the last few years
he has phased out many camping products from his store but uses
Equinox to complete his stock of accessory items.
“It’s nice in that camping is not a focus for me, but I can open up
their catalog and get little things that our consumers shop us for,”
says Saracene, adding that merchandise orders include products
like gaiters, Nalgene bottles, mosquito head nets, fanny packs and
webbing.
Saracene says he orders from Equinox once every couple of
months. RJ
Southeast
Bobby McCain, owner of Buffalo Park
Outfitters, a 5,700-square-foot specialty
retailer housed in an upscale shopping center
in Jackson, Miss., says he buys from Adventure
16, Peregrine Outfitters and NRS. In fact,
McCain estimates that he buys 50 percent of
the inventory for his camping accessory department from A16 and is
attempting a similar strategy in his paddling accessories department
by buying through NRS.
“We probably don’t do enough volume with these smaller
individual lines to go out and actually buy the line directly from the
company,” he notes. “We also might not be hitting minimums so we
use A16 to help manage our inventory for that department.”
McCain emphasizes that A16’s on-time delivery helps his store
8 |IO
keep its turns high and allows him the flexibility to try new products
without having to make a large commitment to a new company.
Black Creek Outfitters, a 10,000-square-foot standalone
specialty retailer in Jacksonville, Fla., utilizes either Peregrine
Outfi tters or Adventure 16 to supply basic camping accessories.
“We lean on A16 for Nalgene stuff and our basic accessories like
insect repellant,” says Matt Werth, a store manager at the 20-yearold
shop.
Werth estimates that Black Creek purchases about one-third of
its camping accessories through distributors and appreciates their
ability to provide quick turnarounds. “We order from Peregrine every
two weeks,” confi des Werth. “Their customer service is great. A lot
of times we’re doing our ordering on the fl y, so to be able to get a
hold of somebody on the fi rst shot is a big deal.”
Chuck Walker, general manager of Rockfish Gap Outfitters, a
standalone 6,000-square-foot specialty retail shop in Waynesboro,
Va., uses four distributors but does the majority of his buying with
Equinox and Peregrine.
“The logistics steer us toward Equinox or Peregrine most of the
time because it’s faster to get the goods from the East Coast rather
than shipping across the country,” says Walker. “We buy a lot of
little widgets and gidgets from those two companies—anything from
shoelaces and insoles, water bottles, lights, food and fuel.”
Distributor services are particularly useful in instances where
Walker says he wants to increase dollar turnover. “I’d rather tie up
fewer dollars, buy what I need and turn that department over more
often.” RJ
Rockies
Dave McAllister, hardgoods and climbing buyer
at Mountain Miser, a specialty retail shop in
Englewood, Colo., says he uses Liberty Mountain
and Adventure 16 to round out inventory in
the store’s camping accessories department,
particularly for products like Nalgene bottles and Nikwax.
“We probably buy 25 percent through distributors, and at the
very minimum, we order from Liberty once a week, usually twice
a week,” says McAllister. “I keep the freight minimums in mind,
but we’re such a small shop that often times it doesn’t pertain
to us.”
McAllister says Mountain Miser’s proximity to Liberty Mountain
allows him to receive orders in two days, and he particularly
appreciates the distributor’s 60-day dating policy.
“It offers us time to sell the product and allows me to buy more
intelligently,” he notes. “Also, I don’t have to worry about taking
multiple orders out with smaller companies. It’s one-stop shopping—
it’s the same reason people go to shopping malls.” RJ
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Northwest
Much like the rest of the nation, retailers
in the Northwest rely on distributors for small
accessory items and the benefi ts of quick
turnaround and low-to-no minimums.
“We use almost all of the major
distributors,” says Bill Davis of Idaho Mountain Touring in Boise,
Idaho. “The key is there’s usually no minimum order, and we can
get one-offs of small accessories, unlike going directly through
manufacturers that may have a minimum quantity requirement.”
One downside is that the margins sometimes aren’t as good as
they are with manufacturers, says Davis. “But the other bottom line
benefits of service and availability more than make up for that.”
“Sometimes customers come in wanting a very specifi c small
accessory that we don’t carry, and they’ll accept no substitutions,”
says Mari Friend of Sport Townsend in Port Townsend, Wash. “We
know right where to go for the quick special order. If one distributor
doesn’t have the item, another usually will. Basically we can order
as little or as much as we want, which is a big benefit for us. You
can’t always do that when you buy accessories directly from the
manufacturer.”
Staff at U.S. Outdoor Store, in Portland, Ore., say they rely on
Liberty Mountain because they like Liberty’s customer service and
product mix.
Incidentally, industry sales reps often turn down manufacturers’
requests to represent small-accessory lines, mostly because reps feel
they can’t compete with big distributors that also carry the products
and already have relationships with the rep’s accounts. B.H.
SKUs in the View
A forecast of top sellers for 1Q05, as seen by the folks at Liberty Mountain
Rockies
1. PIEPS DSP and DSP Advanced avalanche beacons
2. Outdoor Designs fl eece gloves in WindPro and
Windstopper
3. Nalgene bottles
4. Princeton Tec Aurora and Scout LED headlamps
5. YakTrax
6. Singing Rock Zenith climbing harnesses
7. Pedometers
8. Motorola radio two-packs
9. Katadyn Hiker or Guide Micro water fi lters
10. Atwater Carey Backpacker fi rst-aid kits
Southwest
1. Outdoor Designs Perma Gaiters
2. LekiSport Firn trekking poles
3. Nalgene bottles
4. Katadyn Hiker
5. Singing Rock Zenith climbing harnesses
6. Edelweiss Axis climbing rope
7. Princeton Tec EOS headlamps
8. Motorola T5500 radio two-packs
9. Atwater Carey Backpacker fi rst-aid kits
10. Brunton digital pedometers
Southeast
1. Alcohol stoves
2. Titanium fl atware and tent pegs
3. BodyGlide skin protectant
4. Granite Gear Air series stuff sacks
5. Mountain House and Backpacker’s Pantry freeze
dried foods
6. Dermatone and Aloe Gator sunscreen
7. Edelweiss Axis climbing rope
8. Nalgene bottles
9. New Guyot Designs Gription handle adapter for
Nalgene bottles
10. Princeton Tec LED headlamps
Northeast
1. Outdoor Designs Alpine and Tundra gaiters
2. Outdoor Designs fl eece gloves in WindPro and
Windstopper
3. Nalgene bottles
4. YakTrax
5. Princeton Tec Aurora and Scout LED headlamps
6. PIEPS DSP and DSP Advanced avalanche beacons
7. Katadyn Hiker or Guide Micro water fi lters
8. Motorola T5000 series radio two-packs
9. Pedometers
10. Atwater Carey Backpacker fi rst-aid kits
Midwest
1. Nalgene bottles
2. Princeton Tec Scout LED headlamps
3. Leatherman Juice series tools
4. Montane windshirts
5. Power Gel, Gu and Elete energy supplements
6. Nalgene Radius hydration packs
7. Katadyn Hiker water fi lters
8. KAVU strapvisors
9. Outdoor Designs Powerstretch hats
10. Granite Gear Air series stuff sacks
West Coast
1. PIEPS DSP and DSP Advanced avalanche beacons
2. SOS F1-ND avalanche beacons
3. Nalgene bottles
4. Edelweiss Axis climbing rope
5. Advanced Base Camp Huevos nut set
6. Liberty Mountain screwgate carabiners
7. Liberty Mountain emergency blankets
8. Outdoor Designs Windstopper softshell gloves
9. Nalgene Travel kits
10. Liberty Mountain Lexan cutlery
Source: Liberty Mountain. Projections are based on a synthesis of top-selling SKU data, by account and state reports, for
the same period in 2004, similar data from the previous quarter for non-seasonal items and an analysis of new items
available for Q1 that have quickly established momentum. For more information, write to sales@libertymountain.com.
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Just Reward
Do spiff payments provide the wrong
incentive for sales staff?
By Tony Jones
Incentives and rewards are funny business. In the chickenand-egg
world of semantics and retail sales, does it take the
lure of a dangling treat to get your sales staff to perform at their
peak? Certainly, pro deals have been accepted as a mutually
beneficial method for introducing, experiencing and, perhaps,
recommending merchandise. But what vendor-supported or
-initiated marketing strategies are not?
for sales does take place, and it has some long-time veterans
concerned that the practice is taking its toll on the vendor-retailer
dynamic and pushing outdoor retailing further away from the
serenity of the trail.
In some cases, vendors offer spiff programs to entice retailers
to try new brands or push a particular product model. Other
times, retailers will initiate a program by asking vendors for
“If I didn’t feel like we were serving more of a purpose than just ringing things up at
a cash register, I wouldn’t be doing this. We’re here to help people. How can you help
people, when your main interest is helping yourself?”
– Rich Gottlieb, owner, Rock & Snow
Indeed, every segment of every products-and-services
industry has its levels of vendor-supplied incentives and rewards,
but at what point do they rattle your comfort level, influence
how you engage customers or endorse products, or give rise to
ethical concerns?
For many industry veterans, the answer is the moment they feel
as though they have accepted, initiated or been offered a bribe to
either place or sell product. Or, worse, it may be when strong-arm
tactics are initiated and the vendor-retailer relationship suddenly
feels as though it has elements of extortion.
Retailers and manufacturers have long engaged in the practice
of push money or spiffs (derived from the original acronym for
“sales promotion incentive fund”), whereby manufacturers supply
incentives for retail floor staff to sell their products to customers.
A 2001 article in Fortune magazine even called the practice “the
retail channel’s most open dirty secret.”
Although clearly not as rampant in the outdoor specialty
segment as it is in consumer electronics, automotive or other
general merchandising categories, cash and prizes in exchange
support in moving a line by adding incentives for sales staff.
Common spiffs in the outdoor market include seed merchandise
and product given away during in-store clinics. Less common are
vacation giveaways given to the top sellers of a particular model
during a designated selling period and cash rewards based on
units sold.
“Spiffs are great things when they’re allowed to take a life
of their own, create some fun and excitement, and create some
enthusiasm on the floor,” says Peter Sachs, general manager of
Lowa Boots, which regularly offers product-based incentives to
retail staff during clinics and sales contests. “Each of our reps has
a budget so they can do it as they see fit in their territory. We do
it with big stores and little stores.”
“A spiff is not in and of itself the only [sales tool],” offers
David Matz, president of buying group Retailers of the Outdoor
Industry Inc. (ROI). “I think you still have to have a clinic. You
still have to know the product. I don’t know many spiffs that
get introduced without a clinic. There is rep interaction, and it
encourages staff to attend clinics.”
IO|13
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Careful Monitoring
In order to keep any potential impropriety to a minimum, Matz
says he believes retailers should regulate all of their incentive programs,
including employee purchases. “Spiffs only work if management actively
manages whatever contest or program or spiff is happening,” he says. “If
management is doing that, then the customer is not being mistreated in
terms of having product dumped on them.”
“We would never allow a spiff program to override our ultimate goal
in our store, which is to have our people advise and counsel customers
as outdoor instructors,” concurs Dawson Wheeler, co-owner of Rock
Creek Outfitters in Chattanooga, Tenn. “We try to sell on the format of
safety. We want to put gear on you that you will be safe in. We don’t view
an add-on sale, like a water filter, as an add-on; we view it as a way to
keep you from getting dysentery.
“If we have any programs that we feel are keeping us from doing our
job, and we’re stepping out of those ethical bounds, then we’ll pull the
program.”
Rich Gottlieb, owner of Rock & Snow, a prominent climbing retail
store in New Paltz, N.Y., says he is in favor of pro deals and programs
that place merchandise in the hands of employees. But he also warns that
there are potential ethical dilemmas at every incentive program level.
“There’s nothing wrong with a pro deal; however, do you actually use
the stuff, or did you give it to your girlfriend and then say good things
about the company even though you didn’t use the product?” he notes.
As the dynamics or nature of the incentives escalate, Gottlieb says it
becomes increasingly difficult for retailers to reconcile allowing a spiff
program onto the floor while trying to maintain integrity. He is against vacation
incentives and has turned down a spiff program that would have provided
his employees $5 for every pair of shoes sold during a set period of time.
“It’s an industry destroyer, or it’s certainly a specialty destroyer
because it’s our job,” Gottlieb emphasizes. “If I didn’t feel like we were
serving more of a purpose than just ringing things up at a cash register,
I wouldn’t be doing this. We’re here to help people. How can you help
people, when your main interest is helping yourself?”
Ill Will
Comfort levels seem to change dramatically depending on who
initiated the incentive program and the perceived motives behind it. The
fear among vendors is that if they don’t offer spiffs to certain retailers,
those outlets will not move product or even bring in their lines.
“If we say, ‘Forget it, we’re not going to participate,’ then they won’t buy
our merchandise,” says an executive with a prominent outdoor supplier.
“There are some vendors for which spiffs have just become part of
their business,” says Bill Lockwood, an independent sales representative
for Ferrand Associates, who acknowledges that the practice can place reps
in a precarious position. “They have basically accepted the fact that their
retailers expect spiffs. It definitely pressures us as reps or the vendors we
represent, if they’re not already participating in a spiff program, to say, ‘We
have to do this or our stuff is going to be left on the floor.’”
Retail sales staffs typically get their first hands-on experience with
products during in-store clinics, and Lockwood says he fully expects to
field questions about pro deals and any special promotions. Every once
in a while, however, reps get more than they bargain for: “My business
partner once walked into a clinic, and basically the first question was,
‘What do I get to sell your stuff?’”
Lockwood says the question came from a staffer at a large sporting
goods retailer that also has a considerable outdoor presence. “There isn’t
a program in this particular retail space that isn’t on a spiff,” he says,
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noting that his partner was forced to initiate a program in order to place
the vendor’s line inside the store.
Rock Creek Outfitters prefers to work with reps and vendors to
customize spiff programs that are a good fit for the store and will trigger
favorable volumes for its vendors. Even then, Wheeler says he won’t run
more than two programs simultaneously.
“If we’ve targeted a certain vendor to push product through or
generate interest in, or if we want to support a particular vendor in a
certain way, then and only then will we approach the vendor or the sales
reps to design a spiff program,” asserts Wheeler. “The one thing we don’t
do is let sales reps or vendors lob corporate spiff programs into us.
“When we craft a program with the rep, we feel OK about it,” he
continues. “[One large vendor] has a lot of corporate programs they put
“Where we’re seeing a problem with spiffs isn’t really in most hardcore
gear shops or in pure outdoor shops,” says Lockwood. “Those kids on the
floor are in our industry because they’re users.” While they might be guilty
of shopping for the best pro deal, he says, many are also quick to spurn a
40 percent off special in favor of a lesser deal from a preferred brand.
“But in some shops,” warns Lockwood, “the kids on the floor are just
retail clerks, and at the end of the day, if they can put a couple of extra
dollars in their pocket to make their car payment, rent or whatever, they
are more concerned about that than they are in getting a great deal on a
Gore-Tex jacket.”
Spiffs also can be a point of contention for suspicious vendors
that believe retailers wanting to create a spiff program to help move
a particular line are either trying to cover up a buying mistake or
“My business partner once walked into a clinic, and basically the first question was,
‘What do I get to sell your stuff?’”
– Bill Lockwood, independent sales rep, Ferrand Associates
down, and I’ve seen some of them that I found to be totally unethical.
There were cash rewards involved, where for every high-end jacket sold
there was a $10 kickback.”
While it’s difficult to ascertain how prevalent spiff participation is,
Lockwood estimates that as few as 10 to 15 percent of vendors offer any
type of significant or formal programs, and Matz says spiffs tend to be tied
to high-turn items with long margins. Limited, too, seems to be the number
of retailers who are offered spiffs or carry the clout to demand them.
compensate for not paying their floor staff higher wages. For example,
if a retailer is operating several spiff programs and rotates them between
vendors on a weekly or monthly basis, many manufacturers view that as
using vendor-supplied incentives as supplemental wages.
Wheeler acknowledges that staff wages tend to be low, but says to
compensate, “retailers can do a wide variety of things to override that,
and it shouldn’t necessarily fall back on the manufacturer.”
Continued on page 38
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improved customer service.
Software for Serious Retailers · (800) 852-5852 · www.synchronics.com
IO Issue14.indd 16
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EXPERIENCE THE
SPECIALTY FABRICS INDUSTRY
San Antonio, Texas • October 27–29, 2005
For information about attending
or exhibiting at IFAI Expo 2005
visit www.ifaiexpo.info
IO Issue14.indd 17
1/10/2005 5:00:45 PM

In the Middle
Distributors fit the bill for time and turns
By R.J. Anderson
“Just what you want, when you want it.” Talk to any wholesale distributor,
and that’s how they’ll describe what their company can do for a retail business.
Odds are most retailers already use distributors in some capacity,
but there are those who have resisted the call. The reasons behind any
some of which aren’t always completely obvious. And, while wholesale
distributor prices can be a few percentage points higher than when buying
direct, those somewhat-hidden advantages often provide solutions that
make a retailer’s job easier and a store more profitable overall.
hesitancy tend to be related to price and what retailers perceive as the
prestige of buying direct. But those reasons alone can cloud a retailer’s
judgment as to what wholesalers can do to help save money, increase
turns and keep shelves stocked with merchandise that actually moves.
From freight discounts to inventory and time management, there are
a number of ways that distributors can directly benefit a retail operation,
18|IO
Time & Money
In all likelihood, camping accessories represent the most SKUs of any
department in an outdoor store — maybe to the tune of 25 to 50 percent.
Yet the dollar value of these items doesn’t necessarily line up with the
sheer volume they occupy on the shelves.
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“We’ve noticed in some shops that accessories can be the forgotten
category,” says Bob Olsen, founder of Peregrine Outfitters. What’s
more, retailers tend to put their newest buyer on accessories, adds
Olsen. “So you have someone trying to manage a lot of different
vendors for what can be fairly small dollars. It’s often the most work
for the lowest yield.”
Since distributors often offer thousands of products and do business
with hundreds of manufacturers, they can serve as one-stop shopping
for this challenging category — saving time and money on the front and
back ends of your transactions. “Studies show that just to process one
purchase order — to have a buyer write it, a store receive it, and then
have an accounts payable department process it and actually pay the
invoice — costs about $75 per order,” says Kevin Lee, buying, sales and
marketing manager for Adventure 16 (A16). “The number of times you
can cut that down can lead to substantial savings, not to mention having
owner of Buffalo Park Outfitters. “We order once every seven to 10 days
from A16. They really help us manage our inventory, because we don’t
have to order as large of quantities. So we’re just constantly feeding them,
which helps keep our inventory levels lower, we get on-time delivery and
are able to increase our turns. Our turns in that category are through
the roof.”
Take a Breadth
For a retailer looking to increase product turnover, utilizing
distributors to stock more of your accessories can be just the ticket
to better inventory management. “If I choose to buy direct from a
manufacturer, I might buy at a better price,” says one veteran retailer,
“but I would have to buy so many of one product that I couldn’t turn
them quickly enough, and they would sit on my shelf.
“I’d rather tie up fewer dollars and turn it over more often,” he continues.
“Because we’re a business that has seen it all, on all different
levels of retail, inventory management and even personnel issues
and marketing issues, we’re able to help dealers in all those
areas,” says John Bales, NRS director of marketing.
that extra time to dedicate to other aspects of your business.”
John Bryan, owner of The Mountain Goat, a specialty retail shop in
Williamstown, Mass., estimates that buying through Peregrine Outfitters
saves his store more than 100 man hours during the course of a year. “It
takes a person 20 minutes to write up an order from Peregrine rather
than an hour to get the same products from six different vendors,” says
Bryan. “And it simplifies the billing for our bookkeeper.”
When You Need It
One area in which distributors own a distinct advantage over
manufacturers is shipping. When an order is placed directly with a
manufacturer, it’s not uncommon for it to take three days to a week
before that product is shipped. With most distributors, if an order is
received by noon, it can be filled and shipped from the distributor’s
warehouse the same day.
By receiving product in a shorter period of time, a retailer has a
better chance of keeping shelves filled with goodies, so when a customer
comes in looking for a specific product, they won’t have to go elsewhere
because it’s out of stock.
“It’s nice to be able to order one of this and two of that and to keep
my food wall full and well assorted, rather than being forced to buy 12 of
something, then having to sit on it,” says one store owner with 25 years of
experience in outdoor retail. “Because as any single shop owner knows,
it takes a long time to sell that many of a particular product.”
And as is status quo with most distributors, freight costs are waved
with orders of at least $500 — something that’s not always offered by
manufacturers. And even when an order doesn’t qualify for free freight,
savings can be realized.
“Being an East Coast company, we use Equinox and Peregrine,” he
continues. “They’re covering the freight a lot of times from vendors out
West, or in some cases the Orient, to their warehouses on the East Coast,
so we only have to pay to get the products from their warehouse to our
store, which is a much shorter distance.”
“And the delivery is always on-time, so you’re never worried about
whether a vendor is slammed or back-ordered,” says Bobby McCain,
“I get the desired profit that way, rather than by trying to save money on my
initial margins by doing one big buy at a slightly lower price.”
Frequent buys through a distributor also allow retailers to make a
wider selection of product available to customers because the frequency
and speedy delivery minimizes the need to have a lot of depth in any one
particular product. “If we sell out of something, we can order more, and
two days later it’s here,” he adds. “I’m letting the customer vote with
their dollars as to which items they want.”
Often buyers mistakenly place their focus on getting the lowest
initial price on an item rather than investigating all the ways they can
maximize the return on inventory (ROI) for a given product, says A16’s
Lee. “By providing same-day shipping, we can get your turn up so that
you’re ordering on a weekly or a bi-weekly basis, and all your money
isn’t tied up in one big order meant to last an entire season,” he explains.
And as loyal IO readers know: high turns equal fewer markdowns and
less money tied up on unsold inventory — all of which translates into a
higher ROI.
McCain says that because his business with hardgoods is seasonal,
he appreciates being able to use distributors to keep his inventory levels
lower when products are out of season. “It allows us to stay clean during
the winter when hardgoods sales aren’t as strong, then ramp that inventory
back up pretty quickly for any particular event,” says McCain.
It also gives his store flexibility. With less money tied up in the depth
of a product, a retailer is left with more money for open to buy, allowing
for better reaction to trends and local demand. “If a scout troop comes
in and says, ‘We have a backpack trip next weekend, and we need 18 of
these,’ then we’re on the phone with A16 and those 18 products are out
the door,” says McCain.
That flexibility also carries over into taking “risk buying”
opportunities. With less dollars tied up in inventory, there is money
leftover for novel items. And since they don’t require retailers to
commit to minimums, distributors offer a relatively risk-free avenue
to experiment with a new company or gadget. Furthermore, new and
smaller vendors find distributors to be ideal partners, often preferring
to work with one or two as opposed to several individual retailers. So
IO|19
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distributors can be at an advantage when it
comes to discovering up-and-coming, cuttingedge
brands and products.
“One of the advantages my store has over
our competitors is that we’re known as the ‘toy
store,’” says another outdoor industry veteran.
“People always come in here and say, ‘You
guys always have the coolest toys, you always
have the neatest stuff.’ It’s because we go out
and find all that stuff, and a lot of times where
we find that is with the distributors.
“Our distributors call us when they have
something new or different,” he continues.
“It’s like having more eyes out there because
they have buyers out scouring all of the little
companies and finding lots of neat little
products.”
Added Value
While many vendors offer similar advantages
to retailers when buying direct — one-stop
shopping, same-day shipping, free freight with
$500 minimums and personalized customer
service — there are some value-added services
that tend to be unique to distributors. Usually,
these value-adds center on helping retailers
forecast and guiding them in their buying.
“We’ve sat down with A16, and they’ve
given us their top-seller list, which we can
compare to our top-seller list of the products
we buy from A16,” says McCain. “We can
see what we’re missing out on — what they
are selling really well that we may not be. It’s
always been helpful just to be able to sit down
with those guys and say, ‘What’s new, what are
you guys looking at?’”
One retailer says that, before he goes to
trade shows, Equinox provides him with a
packet detailing what he has bought through
the company during the previous six months,
as well as some new products that he might
want to take a look at. “It’s something that’s
very nice if your store doesn’t have a good
inventory-control package,” says the retailer.
And since product is often the leading criteria
for choosing a distributor, Equinox also
attempts to keep its clients up-to-date on new
product by circulating bi-monthly fliers, which
expose customers to new products and books
entering the market.
For its part, Liberty Mountain provides its
retailers with Top SKU reports, which track
sales of individual items in each region. “It’s a
great resource for a retailer to use to make sure
they’re not missing out on a hot item in their
region,” says Chris Bell, Liberty Mountain
marketing manager. “It also serves as a check
up on their competition.”
Liberty Mountain also has a tool that, at the
beginning of every month, automatically faxes
each of the company’s accounts an itemized list
of what they bought in that same month a year
ago. The fax list then can be filled out and faxed
back as a new re-order for that month. It should
be noted that nearly every distributor offers
some form of vehicle to keep dealers apprised
of historical data such as previous transactions.
NRS takes these value-added services one
step further by sending company employees
out to retail stores to provide individualized
analysis. “We have people, myself included,
who travel to dealers we’re working with
and see where we can help them improve,”
says John Bales, NRS director of marketing.
“Because we’re a business that has seen it
all, on all different levels of retail, inventory
management and even personnel issues and
marketing issues, we’re able to help dealers in
all those areas.”
For retailers looking to initiate a
relationship with a distributor there are
a number of criteria to consider before
placing that first order. Product needs and
distributor selection clearly top the list, but
after that it can get somewhat fuzzy. One
retailer, for example, sees matters from a
geographical perspective: “Based on freight
rates, if you’re in the East, then you use the
East Coast guys. If you’re in the West, then
you use the West Coast companies.” And
if you’re somewhere in the middle? “Then
you’ve got to figure out who’s the best for
you,” he answers.
Bales advises dealers to ask a lot of
questions. “Find out what the pricing is and
if they’re offering similar prices to what the
manufacturer is offering,” he says. “And
look into the added-value services that the
distributor can give.”
Once a distributor is chosen, the next
question becomes: How much of the accessory
buying should be done through that channel?
While it isn’t logical for a shop to buy all
of its accessories from distributors, many
successful retailers estimate that between 25
and 50 percent of their accessory inventory is
purchased through wholesalers.
And while industry analysts don’t usually
view accessories as one of the more lucrative
departments, there are retailers that are
finding ways to turn that area of their shop
into a legitimate money-maker.
“Equinox is my number two vendor
in terms of profit in my pocket,” says one
specialty retailer. “Out of everybody I deal
with, I make more money with Equinox, save
one company. And because of that, I’m a big
believer in distributors.” IO
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IO Issue14.indd 21
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B
A
C
K
O
F
F
I
C
E
Online and On Target
Sales order management software takes pain out of the value chain
By Pete Tousignant
In our increasingly complex and dynamic industry, two
realities remain clear. First, retailers need to do everything
possible to reduce their cost of goods sold and preserve gross
margins. Secondly, in order to thrive vendors must differentiate
themselves not only through the performance of their products
and their marketing efforts toward consumers but also by
their responsiveness to retailer needs, particularly the degree
to which they help retailers manage inventory efficiently. Enter
CenterStone Technologies.
CenterStone Technologies has made a name for itself by
developing a convenient online tool that allows retailers to place
orders with a variety of vendors. The Denver-based company’s
popular solution is called The Buyer’s Page and is quickly
becoming a standard ordering system for numerous retailers.
and verified manually. Because the order is placed on a website,
the retailer doesn’t have to worry about formatting orders
differently for each vendor that is set up on The Buyer’s Page.
CenterStone customizes the interaction between the online
ordering platform and each vendor’s electronic data interchange
(EDI) system.
The impact on operating cost can be substantial, as the cost
effi ciencies of automation are well documented. CenterStone’s
own research, for example, based on fi ndings from Microsoft
Research, Ashburnham Group and Gartner Group, shows that
a vendor incurs a cost of at least $20 each time it receives
and processes an order. CenterStone claims its Buyer’s Page
technology can generally reduce this order processing cost by up
to 80 percent, saving vendors potentially tens of thousands of
Value of Online Ordering for Specialty Retailers
dollars per year.
Of course, the system doesn’t come
What are the most important reasons retailers use
online ordering systems?
Check inventory – avoid ordering a product not in stock
Reduce time needed to complete order
Prevent phone tag
Place special orders for customers
Improve order accuracy
Receive quick order acknowledgement
cheap to vendors, with license fees costing
approximately $50,000 per year and
implementation costs of about $10,000.
CenterStone is quick to point out, however,
that the costs also can be absorbed by
the increase in orders from retailers who
now have access to a more convenient and
effi cient ordering procedure.
0% 10% 20% 30% 40% 50% 60%
Percent of Respondents
The ordering portal is made accessible
Source: CenterStone
to retailers completely free of charge, with
a username and password. All they need
Vendors pay CenterStone to develop the online portal and
virtual catalog of their products. This allows small retailers to log
onto a website where they can view inventory levels and place
orders. The orders are sent directly into the vendor’s enterprise
resource planning (ERP) system without having to be processed
is a computer with an Internet connection.
Indeed, retailers don’t need sophisticated technology to play.
One retailer we spoke to works a small shop with one PC at the
register. She simply places orders online from home.
Perhaps the greatest benefit from the retailer’s perspective
22|IO
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IO Issue14.indd 23
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is the simple fact that they can order products from a variety
of vendors with one online tool. Any concerns about the
compatibility of electronic data formats are addressed in the
back-end of the vendor’s system. The retailer simply enters
orders on a website and is done.
Vendors have been quick to catch on. Many of the most popular
outdoor specialty brands now have their inventories available
on The Buyer’s Page. In addition, CenterStone has developed
custom sites that are functionally identical to The Buyer’s Page
but branded specifically to the manufacturer, for large vendors
such as The North Face. The development and implementation
presents no noticeable problems for vendors, other than the
normal glitches that come with any new software system.
“There were the normal adjustments and tweaks that
you’d expect, but they were tiny,” says Julie Dixon, operations
process manager for The North Face. TNF has been extremely
pleased with both the end results offered by online ordering,
and by the development and implementation process, says
Dixon. Going forward, she hopes to see an increased accuracy
of inventory levels represented on the site and a feature that
will allow retailers to track the status of their orders online.
Out with the Old
Even in this day of wireless routers and multigigabyte
hard drives, retailers in many industries
are still buying inventory by faxing hand-written
purchase orders to vendors where the data is
manually keyed into the vendor’s ERP system.
The process involves at least two stages when
the order is written or typed by human hands. At
each of these stages, the integrity of the data
is subject to the pitfalls of illegible writing, lost
faxes and sloppy data entry. Furthermore, manual
special orders often are placed only after calling
a retailer to check inventory levels. “We had to
audit an order three to four times. That was a
lot of labor to make sure the order was correct,”
recalls Dixon.
For retailers, online ordering allows buyers
to view a vendor’s inventory and place orders
anytime, including after a retail store closes.
“We’ve been told by shop owners that they want
to be on the fl oor with customers, not playing
phone tag with vendors [during store hours],”
says Peter O’Neil, CenterStone’s executive vice
president of sales and marketing.
Quite simply, using The Buyer’s Page lets
buyers order anytime, anywhere they can access
the Internet without worrying that a fax might be
misplaced or having to wait for a call back about
whether an item is in stock.
There is less empirical data quantifying the
cost savings retailers see by placing orders online.
But retailers we spoke with, though hard pressed
to throw out a dollar figure, are convinced that they
reduce costs because of the speed with which they
can place orders with CenterStone’s service. “It’s
a lot easier for me to place special orders online,”
says Brady Moore, owner of Stillwater Summit
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Company in Stillwater, Okla. Moore says his four major suppliers are
accessible through The Buyer’s Page, and those vendors represent
about 70 percent of his business.
According to Tim Harris, manager of Hermit’s Hut in Redding,
Calif., ordering through The Buyer’s Page has paved the way for his
shop to do more business with some top-name vendors. “Ordering
online has allowed us to increase special orders from Mountain
Hardwear, Arc’teryx and Marmot.
“It saves time,” continues Harris. “The inventory isn’t always
100 percent updated, but it’s easier than taking the time to call (the
vendor). I wish more companies would use it.”
By and large, CenterStone says it has
seen little resistance to adoption among
outdoor specialty retailers. “We see an
increase in adoption every season,” agrees
Alison Smith, director of operations for
Marmot. “What started as 30 percent
adoption the first year has grown to 65
percent, and we look forward to 100 percent
adoption in the very near future.”
Even if a retailer chooses to order
through a regional sales rep, The Buyer’s
Page portal plays a key role in the process.
“We broke our sales reps into the idea
of the CenterStone order entry system
a year ago,” says Smith. “At that time, it
was encouraged to be used on a voluntary
basis. But starting with the next order entry
season, we will require that all orders be
entered through the CenterStone site.”
practice that involves ordering myriad items in a range of sizes and
colors at complex pricing schemes.
Moving forward, CenterStone is developing a solution called
RIDEpro that will act as an intermediary between a retailer’s
point-of-sale system and CenterStone’s online ordering tools.
At present, retailers that have invested in POS and inventory
management software still must key orders into The Buyer’s
Page, just like retailers that don’t have a POS system. But the
soon-to-be-released RIDEpro promises a new level of automation
to save retailers even more time in placing orders and managing
their inventory. IO
What Took So Long?
With the speed and convenience of
online purchasing being available to
consumers for years, one might ask why
retailer applications seem somewhat
behind the curve. “Retailers are saying
if it’s so easy for me to do my Christmas
shopping online, why can’t I do that for
my store?” says O’Neil.
But there are practical reasons why
businesses have been slow to follow suit,
explains O’Neil. For example, the shopping
cart technology that allows a single consumer
to purchase products from a retailer
is much simpler than the technology that
makes it possible for a retailer to place entire
preseason orders from multiple vendors, a
IO Issue14.indd 25
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G
E
A
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Winter 2006 Product Showcase
ACR Electronics
ACR’s latest generation of personal
locator beacons includes two models
of the TerraFix 406 GPS. Both models
allow users to broadcast critical GPS
coordinates, providing search and rescue
crews with exact latitude and longitude.
The “I” unit provides an interface cable
connection capability to a GPS, while
the “I/O” model will provide an interface
cable connection to a GPS plus an
internal GPS engine to acquire and transmit coordinates. Both
models transmit a unique digitally coded distress signal on 406
MHz frequency to the orbiting COSPAS-SARSAT satellite systems,
while simultaneously transmitting a signal on the 121.5 MHz
SAR homing frequency. The units are capable of continuous
transmission for more than 24 hours. 954.981.3333 or
www.acrterrafix.com
adidas
adidas Outdoor’s fall footwear
collection features 23 men’s
styles and 17 women-specifi c
designs. The line includes
adventure racers, versatile
lifestyle, light hike and winter
shoes and boots. The new
BadPak GTX offers an improved fi t
and a Gore-Tex liner. The boot is equipped with adidas’ Ground
Control System in the heel for control on uneven surfaces and
descents and a Mountain Grip outsole for optimum traction.
The boot also includes an Ortholite antimicrobial sock liner
to wick moisture. The spit-suede leather upper comes in
graphite, silver or deep oxide. MSRP: $150. 971.234.2300
or www.adidas.com
AKU
The lightweight Edge GTX is crampon
compatible and built for use in mixed
climbing terrain and heavy backpacking.
The boot features a neoprene/EVA midsole
for comfort and fi t and offers a Perwanger
leather upper with Gore-Tex lining, as well
as a ballistic nylon upper cuff for durability.
Other highlights include a toe-to-ankle speed lace system, and
26|IO
the forefoot is protected with a full rubber rand. The boot features
a Vibram Mulaz outsole that has been enhanced with an injected
molded heel plate to ensure proper retention of crampons. The
Edge GTX also is lasted around a hard-fl ex anatomical mounting
board of nylon topped with AKU’s IMS system for proper fl ex
and form retention of the upper materials. 877.864.7249 or
www.akuusa.com
American Backcountry
American Backcountry is using Dri-release as its technology
of choice for its T-shirt blanks as of the Fall 2005 line. Known
for its printed performance tees, American Backcountry’s owner
Frank Hintz says Dri-release’s high co-polymer polyester content
provides the ideal canvas for sublimation printing, while its
natural cotton content adds a softened and weathered look.
828.250.0990 or www.americanbackcountry.com
Bite Footwear
Bite’s Orthosport casual
sandal, X-Trac OS, is available in
black for men and both whiskey
brown and black for women. The
soft, supple full grain leather
upper is waterproof and ready
for any terrain, while the phylon
midsole is comfortable and supportive. Complete with Bite’s
patented Toe Guard, the X-Trac OS will accommodate custom
orthotics, or over the counter footbeds, and promotes proper
balance while around town or on the trail. MSRP: $99.99.
800.248.3465 or www.biteshoes.com
Buck Knives
Designing a handle to match
Buck’s ASAP Technology was no
small challenge. The patent-pending
design of the Buck assisted-opening
knives uses a proprietary dual pivot mechanism that provides
safe, smooth, easy opening with an integrated rolling camlock
and blade release ridge for ambidextrous one-handed use. Buck
designers stepped up to the challenge and played with solid
dual-color fades and then added laser etched fl ames on one
model, a tribal design on another and an all-black model with
machined grooves on the handle. The result is the aesthetically
compelling Sirus. MSRP: $82, $90 and $99. 800.735.2825 or
www.buckknives.com
IO Issue14.indd 26
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Chaco
New for 2005, Chaco expands
on lifestyle applications and
introduces the Ándale line of
leather performance sandals. Six
new styles for women and three
for men offer comfort, support and
style, no matter the activity. With a selection of slides and slingbacks,
the Ándale line includes women’s styles Teresa, Isabella,
Angelica, Frieda (pictured), Maria and Rosa and are available in fi ve
colors including black, pomegranate, sage, blue and mango. Men’s
styles include the Arturo, Jorge and Fidel. All men’s sandals are
available in black and peat. MSRP: $99 to $140. 970.527.4990 or
www.chacousa.com
Cloudveil
Cloudveil’s new Down Patrol jacket
guards against the cold miser with Gore
WindStopper two-layer construction and a
polyester 50d face. The jacket is decked out
with 650 down fill with a removable hood,
internal hydration sleeve, removable powder
skirt and an unusual quilting pattern. The
Down Patrol is available in men’s and
women’s styles. 307.734.3880 or www.cloudveil.com
Crazy Creek
Weighing about the same as a can of beer or soda, Crazy Creek’s
Crazy Sling-Lite provides backpackers and car campers a lightweight,
sit-off-the-ground sling-style seating option.
Weighing a mere 18 ounces without the headrest (20 ounces
with), the chair features an RFG aluminum frame with ripstop
nylon and quarter-inch foam padding. The Sling-Lite is available
in forest green or royal blue. MSRP: $40. 800.331.0304 or
www.crazycreek.com
Cyclops
The newest and lightest
addition to the Cyclops line of
fl ashlights and headlamps is
the ATOM (CYC UL1), weighing
in at only 1 ounce. The ATOM
ultra-light LED magnifi er
headlamp projects light up to
15 feet. It is weatherproof,
has a burn time of 15 hours
and comes with two CR2016 lithium batteries. 760.268.0576
www.cyclopssolutions.com
DeFeet
There’s no telling if snowboarders will get extra thrust skyward
while wearing the new Orbit sock, but they will receive the
performance and comfort benefi ts of merino wool. The Orbit features
merino wool through the entire foot and up the front of the calf.
The calf back is made with a proprietary twisted and dense yarn
for durability and to transport moisture. The entire sock is padded
except for the Aireator ribs on top of the foot. 800.688.3067 or
www.defeet.com
ExtremeCare
ExtremeCare Inc. introduces
ProTech Lips, a broad-spectrum
SPF 17 lip balm designed specifically for the outdoor enthusiast.
ProTech Lips blocks sun rays and quenches dry lips. It helps keep lips
healthy in the sun, wind and extreme conditions, and protects from
refl ected glare from water and snow. MSRP: $6.50. 866.462.6599
or www.protechskincare.com
Fox River
Designed by freeskier and snowboarder Alison
Gannett, Fox River’s Revolution is a medium
weight snowboard sock designed for form,
fashion and fi t. The sock has a thick padded
heel retainer and a form-fi tted, elasticized heel
retaining band to prevent heel lift and chafe, and
offers a thick knit for padding on top of the foot to
spread the binding pressure evenly and to prevent shin bang. Knit
construction keeps the tips of the toes warm but changes to a light
yarn where the sixth toe area gets restricted. Funky embroidered
“chix” snowboarders on the calf and knit-in daisy at the toe give
the sock its fl air. The sock features Wick Dry construction in a
merino wool and polypro blend. MSRP: $18. 800.247.1815 or
www.foxsox.com
Gore-Tex
Outdoor enthusiasts are used to wearing
at least three clothing layers (functional
underwear, insulation layer and outer layer)
in preparation for any kind of weather. To
allow the body to feel lighter and more
fl exible with fewer layers, Gore-Tex Soft Shell
combines the functions of the insulation
layer and the outer layer. The new threelayer
laminate features an internal fleece or
fl annel liner for enhanced softness, comfort,
breathability and warmth. The extra quiet
waterproof material is available in stretch
and non-stretch versions and relies upon new patent-pending Gore-
Seam waterproof tape technology with specially engineered adhesive
for hard-to-seal surfaces. 800.431.GORE or www.gore-tex.com
Granite Gear
Granite Gear introduces the new
Quick Quiver (Q2) and Pileus ski packs
designed to offer a stable carrying
system for those eager to carve turns
in the backcountry. Both packs are
designed with clean lines and a sleek
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profi le that will stay out of the way and allow full range of upper body
movement for out-of-bounds adventure. The Pileus (pictured) offers
1,800 cubic inches with internal pockets to hold shovel handles,
skins, probes and a padded external pocket for a shovel blade.
The pack also boasts a hydration compatible sleeve. The Pileus is
built using a high-density polyethylene frame and padded harness
system, which helps distribute the load evenly over the back and
onto the hips for a comfortable ride. The Pileus is available in
multiple torso lengths, ensuring a proper fi t for both women and
men. 800.222.8032 or www.granitegear.com
Hot Chillys
Hot Chillys’ new Micro Quilt is a
lightweight, three-layer quilted fabric that
provides warmth without bulk and works
as either a base layer or mid layer for
skiers, snowboarders, snowshoers or
anyone enjoying winter outdoor pursuits.
Made from a knit of micro-polyester yarns
combined with polyester fiber-fi ll yarns, it is
constructed in a three-ply knitting process.
Weighing in at just 5.5 ounces, Micro Quilt
is rated an eight on Hot Chillys’ warmth rating system and features a
diamond quilt pattern on the face. The fabrication is enhanced with
the company’s Bio-Silver antimicrobial yarns for anti-odor benefi ts.
With a finished look and relaxed fit, Micro Quilt is available in black,
peach and sky for women, and black, cactus and chambray for men.
800.468.2445 or www.hotchillys.com
Indigenous Designs
Hemp and micro-merino wool top Indigenous Designs’ winter
lineup. Hemp products include the sophisticated Scooter jacket and
the Eco-Man Hemp jacket with recycled fleece lining. The Eco-Man is
a hip, cozy design, featuring two outer pockets with zip closures and
two inner pockets (one that zips closed). The company has added
performance micro-merino wool from New Zealand to its sustainable
wool family. The full collection of performance styles for men and
women includes the Action-Jackson stitch crew, which comes with a
fl at lock stitch, providing visual depth and extra reinforcement. The
fabric’s natural thermal control makes this piece ideal for layering.
707.571.7811 or www.indigenousdesigns.com
Indigo Equipment
Indigo’s 30-liter Rève backcountry pack
keeps climbing skins, water, a thermos of
hot tea or energy food at arm’s reach, thanks
to the Café Pocket, the company’s signature
side-access compartment. Larger than in
other Indigo packs, the Rève’s Café Pocket
will accommodate a 1-liter bottle of water.
The pack also features a redesigned Lariat
ski-carrying system for allowing skis to be
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lassoed quickly base to base on the back of the pack, diagonally
offset to either side. The new design employs a nylon-coated cable
to attach skis to the pack. When not in use, the cable stows out of
sight in a custom-molded “docking station.” The Rève also includes a
separate, removable system that makes carrying a snowboard equally
easy. MSRP: $149.95. www.indigoequipment.com
Performance Moisturizer provides SPF 15 broad-spectrum UVA/UVB
protection with Parsol 1789. Reportedly safe for sensitive skin
users, this non-greasy moisturizer is fragrance free, hypoallergenic
and won’t block pores. The moisturizer was specifically formulated
for men and women to use everyday, alone or under makeup. MSRP:
$6 or $14. 877.KINeSYS or www.kinesys.com
Kombi
Kombi expands its offerings of Gore-Tex and
Gore-Tex XCR handwear and has incorporated
apparel fabric trends, such as stretch wovens,
water-resistant leather and technical soft
shell fabrics. One model of note is the new
Bush Whacker (pictured) women’s alpine glove
featuring a textured Diamatek nylon shell, a new
embossed lining, goggle wiper blade and nose
wipe. The El Diablo is a new alpine glove for
men and women that features Gore-Tex XCR, a
new anatomically curved thumb designed with
fewer seams and Magic Silver antimicrobial. MSRPs: $60 and $90,
respectively. www.kombisports.com
KINeSYS Performance Sunscreen
For 2005, KINeSYS Performance Sunscreen introduces
KINeSYS Performance Moisturizer SPF 15, which offers hydrating
facial protection to guard against moisture loss and everyday sun
exposure during any athletic activity. Oil and alcohol free, KINeSYS
La Sportiva
Celebrating its 77th anniversary
this year, La Sportiva brings its alpine
mountaineering and climbing heritage to
its entire line. New for Fall 2005 is the
Nepal Extreme Evo featuring the Vibram
Impact Brake System (IBS) outsole,
which is exclusive to La Sportiva. The
IBS features offset lugs on the outsole
that significantly increase hold on steeper terrain. The Evo uses
Gore-Tex and has an integrated gaiter. It is available in men’s and
women’s versions. 303.443.8710 or www.sportiva.com
Lowa Boots
Four new boots are being
introduced into Lowa’s Winter Boot
Series for Winter 2005-2006,
including the Kripton GTX, Xenon
GTX Lady, Bandit GTX (pictured),
and Echo GTX. The Echo is
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constructed of waxed nubuck leather while the Kripton, Xenon and
Bandit are constructed with a combination of synthetic nubuck. The
boots utilize hard-wearing Cordura, Gore-Tex Motion fl eece combined
with Primaloft microfiber insulation linings and a Snowgrip dualdensity
winter-sole unit for enhanced traction. The lightweight PU
midsole is combined with a thermoplastic TPU outsole that has an
aggressive tread pattern for traction in snow and on ice. Different
heights and looks accommodate personal preferences. The Kripton
and Xenon have taller 10-inch shafts, while the Bandit and Echo are
8 inches. www.lowaboots.com
Manzella
Manzella’s new Glove Selection
System makes choosing a glove as simple
as knowing one’s own personal comfort
preferences and intended activities.
Based on the relative warmth scale of
Warm, Warmer and Warmest, consumers
can quickly fi nd the glove that suits their
individual needs without having to master
component technology or technical glove
construction. The Lineman (pictured), for example, is designed to
fi t the Warmer category. It is suitable for general outdoor purposes
or as a ski glove. The Lineman is a waterproof, soft shell glove and
features a cowhide leather palm for grip and water repellency, soft
fl eece lining, Primaloft insulation and a suede nose wipe. MSRP:
$35. 716.681.8880 or www.manzella.com
Metolius Climbing
The Dirt Bag takes all of the features of the original rope bag
and streamlines them into one sleek design. Metolius’ designers
have included a longer, narrower profi le, zipper closure and a tarp to
protect your lifeline from wear and tear. Also available is the Metolius
Kids Mega Pac. With climbing walls in line to be the next cool toys,
Metolius is releasing a kids’ component to its popular Mega Pac
holds line. This pack will include kid-friendly modular and mini jugs
in friendly colors with complete instructions. 541.382.7585 or
www.metoliusclimbing.com
Montbell America
In response to its success with the
Ultra Light Thermawrap Jacket, Montbell
has introduced two new styles for men and
one for women, as well as redesigning the
original. These new styles include an “active”
version featuring powerstretch side panels
and cuffs and a hooded version (pictured)
with slightly more fill for nastier conditions.
The redesigned original is still, in essence, a full zip, ultralight
synthetic down jacket for the minimalist. The jackets are designed
for those looking for warmth in a light, compressible, weather-tough
alternative to fleece layering. 720.565.2800 or www.montbell.com
Mountain Hardwear
Mountain Hardwear has gone out
of bounds in snowsports designs for
Fall 2005 in all categories, including
shells, soft shells, fl eece, base layer,
gloves and hats for men and women.
In many cases technology has been
borrowed from the company’s core
mountaineering styles, but Snowear
is distinguished with design elements,
color and new fabric combos. The collection is forward looking,
smooth-functioning, durable and comfortable for winter adventure.
Pictured is the women’s Flip Jacket, which features Reversible
Checker Dobby Sport rip with stretch TufStretch side panels, Primaloft
insulation, hand pockets accessible from both sides, contrasting
quilting on the arm and chest and zip-in compatibility. MSRP: $165.
510.559.6700 or www.mountainhardwear.com
Mountain Khakis
The Original Mountain Pant from Mountain
Khakis offers casual comfort with a rugged
mountain style. The pant is made from a
densely woven, triple-stitched, durable Army
duck cotton canvas. A diamond gusset crotch
allows for full range of movement, while the
reinforced two-ply panels at the cuff prevent
ripping and stretching from heavy-duty boots.
MSRP: $69.95. www.mountainkhakis.com.
MSR
MSR has introduced five new SKUs
to its Lightning snowshoe line. New,
trimmed-down versions of the Lightning
Ascent (pictured) are now available
without the Televator bars (heel lifter
for climbing up steep hills). The MSR
snowshoe collection now consists of Denali and Denali Ascents,
Evo and Evo Ascents, and now Lightning and Lightning Ascents. The
Lightning collection also now includes a 30-inch snowshoe for those
adventures into the deep fluff. www.msrcorp.com
National Geographic Maps
An expanded version of TOPO!
Streets & 3-D Views, developed by
National Geographic Maps, is a threedisc
CD-ROM set that includes 3-D
views with fly-thru capability, updated
street and road information and Live
Map updates. It also features the
latest GPS USB connectivity that
enables users to utilize their TOPO!
software with the newest GPS receivers. The 3-D view and fl y-thru
features allow computer users to look down a valley or stand atop a
mountain and see the view from every angle. Users can soar along the
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trail they have drawn as it winds and climbs
to their destination or stop anywhere along
the trail and zoom and pan 360 degrees.
Resizable split screens show 2-D and
3-D images simultaneously, making it easy
to get the lay of the land. MSRP: $19.95.
800.962.1643 or www.nationalgeographic.
com/maps
Native Eyewear
Native Eyewear
offers nine styles
featuring 49 SKUs
and only four price points. Each pair of
sunglasses includes Polarized Crystal
Carbonate lenses, a venting system to
prevent fogging, Cushinol nose pads and a
sports wrap design to protect against the
elements. Five of the nine styles feature
interchangeable lenses and come packaged
with three additional lowlight lenses
(orange, yellow and clear). All sunglasses
weigh less than 1 ounce. 888.776.2848 or
www.nativeyewear.com
ranging from 2,200 to 4,000 cubic inches.
The company’s signature Custom-Molded
hipbelts and a contoured aluminum-tubing
frame help carry the load more effi ciently,
while innovative ice tool/shovel features
make access to necessities a snap.
970.564.5900 or www.ospreypacks.com
Patagonia
Last spring’s launch
of Patagonia’s Composite
Seam System (CSS) has
greatly influenced the fall
line, with CSS playing a
major role in many of the company’s premier
technical garments, including the Stretch
Element, Dimension and White Smoke.
CSS employs different technologies for hard
and soft shells to achieve similar goals.
Waterproof zippers and nearly “seamless”
joints, strong but very narrow in diameter,
reduce bulk and weight, while increasing
watertightness and mobility. 805.667.4576 or
www.patagonia.com
Reserve your space in
INSIDE OUTDOOR’s
Annual Camping Issue
Coming in March
For advertising information
Call 480.503.0770
berge@dagdamor.com
www.insideoutdoor.com
Optimer
Available for Fall 2005 production,
Optimer Dri-release with FreshGuard yarns
is now available in seamless constructions.
Prototype garments can be viewed at Optimer
Performance Fibers’ booth at the OR Winter
Market show. Optimer also announced that
Ex Offi cio has expanded both its men’s and
women’s Ex-O Dri line using Dri-release with
FreshGuard. Ex Officio was first in the North
American market to use Dri-release in woven
constructions in addition to knits with its
previous Spring 2005 line. There are several
new woven and knit shirt styles, along with
a new Dri-release wool fl eece jacket for
women called Jacky. 800.994.3083 or
www.dri-release.com
Osprey Packs
Osprey’s Exposure
series (Exposure 36,
42, 50 and 66) has
been designed to
meet the needs of the
vertically inclined. A
streamlined alpine/
mountaineering pack, the Exposure line
is essentially a merging of the Ceres
and Vertigo lines. The Exposure series
consists of four practical, multiuse packs
Petzl
Petzl’s Tikka XP is
a compact headlamp
that offers longdistance
and proximity lighting with a single highoutput
LED using the company’s XP technology.
At 3.35 ounces (including batteries), the
Tikka XP uses a specially designed optic to
focus the light beam for long-range needs.
For proximity lighting, the integral Wide Angle
diffuser lens slides over the optic, creating
a wide, even and diffuse beam. The Wide
Angle lens is interchangeable and can be
replaced with a red, green or blue lens for
specialized purposes. A Boost function can
increase the light range up to 150 feet, which
is 50 percent greater than the maximum
setting. A built-in sensor helps prevent the
LED from overheating. 801.926.1500 or
www.petzl.com
prAna
prAna’s new Raven pants can be worn
for climbing or whatever else customers do
in their lives. Built with street-savvy styling
and durability, the Raven offers a pigment
process that lends this casual pant its rich,
deep color. Details include ergonomically
shaped pockets and leg panels, brass rivets
and a quick-release belt system. Made from
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“ultra-comfy” stretch canvas, the Raven works for climbing and
casual affairs. Available in sand, herb and kona. 760.431.8015 or
www.prana.com
Sevylor
The new inflatable Sevylor Canoe has a raised bow and stern and
is styled to the traditional North American Indian/Boy Scout canoe.
It features double-hull construction, one elevated seating area with
a removable bucket seat equipped with dive flag holder, fishing rod
holders, removable fanny pack with gear pouch and a removable stern
storage compartment. Inflated specs include 9’7” long, 3’2” across,
13” deep, and it weighs 25 lbs. 410.643.5566 or www.sevylor.com
Sherpani Alpina
Sherpani Alpina plans to introduce
fi ve new packs at Winter Market, including
an infant baby carrier with attached
daypack, three urban bags and a 30-liter
backcountry daypack – all complete with
Sherpani’s signature fl oral design. The
new packs maintain Sherpani’s tradition
of utilizing technical fabric, storm-proof
zippers and swivel-adjust harnesses. The
Alpha (pictured) is the new 30-liter technical daypack featuring fullzip
back-panel access to the main compartment, an ice axe loop
and bungee security, plus ski- and snowboard-compatible features.
720.214.2194 or www.shepanipacks.com
SmartWool
From new socks to headwear to apparel, SmartWool offers a
full line of lifestyle designs for Fall. Eighty percent of the Versawear
apparel line is new for 2005 and offers hip styles and updated
colors. New styles include the Catamount Polo for women, Vortex
crew for men and a zip hoody and pant for both women and men.
Comfort is at the forefront of the new Metropolitan and Rocky
Mountain Lifestyle sock lines, which offer 13 new styles for women,
eight for men and two for kids. The lines feature bright, bold colors
and patterns. 970.879.2913 or www.smartwool.com
Solstice
Solstice introduces the new Guide Flex jacket,
Freefall pants and its Alpine Hybrid parka, a
“hybrid soft-hard” shell expected to be priced
under $200. The new Guide Flex jacket (pictured)
is a soft shell piece designed for high exertion.
It’s an insulated synchilla with a DWR weatherproofed exterior, a
fl eece lining and no membrane to enhance breathability. Available
in men’s and women’s styles and colors, it retails for a suggested
$149. 800.878.5733 or www.solsticegear.com
Sportif
To help celebrate its 40th anniversary, Sportif will feature an
expanded line of value-priced women’s fashions in mid 2005.
Highlighting the line is the women’s Toaster pant, a winter-wear
pant made from synthetic canvas of 100 percent nylon with a DWR
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coating and a Spider Fleece lining. Available in September 2005,
the pant comes in three color combinations (beige with cinnaberry,
craisin with Sahara and ash with squash). MSRP: $49. 800.SPORTIF
or www.sportif.com
St. Moritz
The new Atlas Collection Himalaya is made of space-age solid
titanium, is feather-light on the wrist and waterproof tested to 100
meters. Offered in a range of new colors, the Himalaya features
oversized, blackout super-luminous numbers and is available with
an optional scratchproof sapphire crystal. Don’t forget to check out
St. Moritz’s large selection of ladies’ models, too. 800.663.1881 or
www.st-moritz.com.
Sure Foot
Sure Foot adds to its ProCare premium lace and insole line
with its newest addition, the Heavy Duty Kevlar lace, reinforced with
multiple strands of Kevlar 29. Along with high tensile strength and
excellent thermal stability, Kevlar fibers offer low weight, low electrical
conductivity, fl ame resistance and high chemical resistance. Sure
Foot is offering a lifetime guarantee on its ProCare Heavy Duty Kevlar
laces. 800.722.3668 or info@surefoot.net
Swix Sport
Swix Sport USA unveils a line of performance underwear featuring
Dri-release with FreshGuard in styles for both men and women. The
line consists of more than three-dozen styles in four groups: The
Elite group of featherweight Dri-release cotton in solids and yarndyed
stripes; Tempo, which features a 150-gram micro-mesh texture
in Dri-release Next; the Extreme seamless Lycra athletic group that
uses a body-mapping knitting technique; and the Comfort group of
performance-inspired pique knits. www.swixsport.com
Thinsulate
For 2005, 3M has improved Thinsulate Flex insulation for easier
cleaning and care. Garments using Thinsulate Flex insulation can be
washed in warm water and tumble dried on low heat or professionally
dry cleaned. www.3m.com/thinsulate
Timberland
Key areas of focus for
the season include day
hiking and sport utility,
including the launch of an
adventure racing shoe. The
Cadion waterproof mid with
Gore XCR (pictured) features
Schoeller Keprotech textile
uppers, an exclusive Vibram
outsole and channeled
mesh lining. Flexible crampon compatible, it’s offered in men’s and
women’s styles. MSRP is $140. Also new is the ultralight Delerion
adventure racing shoe, designed in collaboration with Team GoLite/
Timberland. New outerwear pieces include Packet Jacket, a seamsealed
waterproof nylon shell with a fully structured hood, and the
Cadion Hybrid Jacket, which was made to integrate with the Cadion
boot. It features Polartec Wind Pro Fleece and Wind Pro Hardface on
the shoulders and upper arms. www.timberland.com
Tyler Sports
Tyler Sports announced a licensing
agreement with Marvel Enterprises to
produce snowboards, snowboard helmets
and snowboard bags. The snowboard
products will feature popular Marvel
characters including Spider-Man, Incredible
Hulk, Iron-man, Captain America, X-Men, The Punisher, Ghost Rider and
The Fantastic-Four. 212.563.1092 or www.tyler-sports.com
Vasque
For Fall 2005, Vasque will debut three
key insulated products: the men’s Zephyr
ST (pictured), the women’s Luna ST and the
Spindrift for men and women. The Zephyr/
Luna ST (ST=Snow Trek) are backpacking
capable leather boots that are waterproof
and insulated with 200-gram Thinsulate. They feature the Vibram
Trailtech outsole, a tri-density molded EVA midsole, Bimodal 2 insole
and a rubber toe rand. The Spindrift was designed with faster-paced
winter sports in mind. It’s a mid-cut, waterproof insulated shoe
with an athletic heritage. It features 200-gram Thinsulate, Gore-Tex
membrane, molded EVA midsole with a TPU plate and the Vasque
Racer X outsole. 651.388.8211 or www.vasque.com
White Sierra
Highlights of White Sierra’s extensive fall lineup are the Tehama
Jacket for women and the Larsen Jacket for men. These lightweight,
fl eece-lined, hooded soft shell jackets are made from Buran DWR
lightweight nylon/spandex laminated to a polyester microfleece
lining. Made with DuPont Tefl on DWR treatment, the fabric on these
jackets is stain resistant, waterproof, windblock and breathable.
With four-way stretch, these jackets feature seamless, abrasionresistant
shoulders, a two-way front zipper and articulated shoulders.
Additional features include two zippered front hand warmer pockets, a
secure chest pocket, an adjustable hood, adjustable cuffs, one-hand
“quick draw” hem and a key hook. MSRP: $135. 800.980.8688 or
www.whitesierra.com
Wigwam
Wigwam’s 2005
snowsport line breaks from
the traditional solid color
snowsport socks. New
Ultimax styles the Xenon
and Tron feature merino
wool while the Sirocco II is a restyled, fully cushioned sock. Also new
is a women’s merino wool/silk snowsports sock with a Thermolite
polyester sole. www.wigwam.com or socks@wigwam.com IO
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G
O
R
P
Fresh Tracks
By Stuart Craig
We’ve said goodbye to 2004, and the shiny, brandspankin’
new 2005 stretches cleanly before us. By most
indications, last year was a decent one for our industry:
Outdoor Retailer show numbers held well, a few players went
on impressive acquisition rolls (something we’ll certainly
here more about in 2005), and, as always, there was lots
of cool gear introduced. For the most part, it was business
as usual. So what about 2005, will it be another same old,
same old?
You’ve probably guessed where I’m going with this. Yes,
New Year’s resolutions – the plans, aspirations and goals
we make in part to celebrate the symbolic clean-slate that
comes with hanging a new calendar on the wall. I’ve got
mine, and you’ve got yours, but what about resolutions for
the outdoor industry as a whole? There are the obvious
ones, such as, “Let’s have a better year of sales, cleaner
distribution, higher margins, etc.” And how about, “Let’s
work toward better stewardship of wild lands, better humanpowered
access and better enforcement of the encroachment
on those lands.”
These, you might note, are pretty much the same goals
that we collectively have every year. Same old, same old, just
like many individuals who make the same vows to lose weight,
get stronger, climb that route, help more with the local trail
maintenance group and so on. Yet most of us make only small
inroads into our goal “to do” list.
Of course, it’s not the resolutions themselves that are
the problem; it’s the execution. And whether it’s an industry
or individual, fulfi lling goals certainly requires discipline. More
importantly, it requires a plan, and “business as usual” in no
way constitutes a viable plan for change.
With that said, I humbly offer some resolutions for change.
Cut the extreme/fear-based marketing. Though it may seem
counterintuitive, this move won’t preclude the “extreme” edges
of our world – the high-end boulderers, super alpinists or the cutoff-the-toothbrush-handle
hikers. Let’s just admit wholeheartedly
that these groups are not the bread and butter.
Let’s educate, not browbeat. It’s about the outdoors, folks,
not the gear. Tech specs are great for the tech heads, but, as
someone once commented to me about skis in a ski review, “If
the ski’s turned up at the tip, it’s probably OK.”
Most importantly, let’s get over ourselves. We are an
elitist bunch, whether we choose to admit it or not, and we
only allow certain “types” into our club. It’s time we opened our
minds along with our distribution.
These resolutions are all subtly the same and all directly
address how we market the outdoors. Both the editorial and
advertising provides the images that we sell, usually by what
the gear will do for someone, and this both engenders and
fosters our sense of outdoor manifest destiny.
In other words, most of the magazines and websites
tend to publish shots of high-end, athletic types because of
their romantic appeal. The logic is that people will see such
images and yearn to be like the inhabitants of those well-lit,
two-dimensional perfections and thus go out and adventure.
But according to many long-time industry observers, the cross
country ski market has never really recovered from all the sexy
images of the high-end, Lycra-clad speedsters (many sporting
nose-anchored snot stalactites), which made the middle-of-theroad,
ski-for-fun types equate cross country skiing with pain.
Flipping through outdoor magazines and doing a little
deconstruction on ad copy taglines provides the subtext of our
imaged messages:
“Guaranteed to keep you dry.” Sounds like armor against
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the elements. I need to wear armor to go outdoors?
“Born professionally, worn obsessively.” Is that “obsessive” like
the TV character Monk, who has more neuroses than a psychiatrists’
fi le cabinet? We need to obsess to have fun outside?
“Does it keep you warm or make you cool?” So we have to be cool
to go outdoors? Being warm when it’s cold is what, secondary?
“Measures everything but guts.” So to go outside and play, we need
to measure “everything” or be measured somehow because why?
The retail level often perpetuates the problem, which harkens
back to the “browbeat vs. educate” issue. For example, I was in an
outdoor shop recently and heard a salesperson tell a customer that,
“Telemark skiers tend to like soft skis, while alpine skiers prefer stiff
ones.” She based her observation on her own alpine background,
saying, “I much prefer a lively ski to a dead one.” Just because
“lively” and “stiff” are synonyms in her mind (as “dead” and “soft”
obviously are) does not make it true or accurate (or helpful to the
customer). And the subtle condescension toward one kind of skier
only serves to exclude, not include, the people who might buy our
stuff.
And it’s exclusion – or the reversal of exclusion, actually – that
is at the heart of my proposed plan to change our same old, same
old course. Right now, “outdoor” is an exclusive, elitist country club.
Out- of-shape people are not welcome (how many lines actually have
an XXL size or anything bigger than a 12 for women, for instance).
Hunters and fi sherfolk, by and large, are likewise not welcome
– despite the fact that, every year, two of the biggest “outdoor
retailers” are Bass Pro Shops and Cabela’s.
We want the outdoors to ourselves. It reminds me of that joke
about a guy who goes to heaven and gets the tour from St. Peter.
They check out the Islamic section of heaven, the Buddhist section,
the Methodist section and so on. At the end of the tour, they come
to a heavy, barred door with signage demanding absolute quiet.
“Who’s in there?” the guy asks. “The Catholics,” replies St. Peter in
a whisper. “They think they’re the only ones here.”
But, of course, we aren’t the only ones “here.” We, as an industry,
choose to ignore an entire segment of the “outdoor” population –
the hook-and-bullet crowd – partly because of politics. It seems that
we, collectively, believe that guys with guns and spinning reels are
not like us, that they support the conservative Right, which includes
things like support for drilling in the Arctic National Wildlife Refuge,
logging old-growth forest and other unforgivable sins.
That attitude is both inaccurate and counterproductive. As one
marketing executive told me once, “If we sold to the hunting market, we’d
double our business in two years.” A hyperbolic estimation, perhaps,
but one nonetheless with a core of truth: the general hunting/fishing
market doesn’t have the gear we have. They’re still doing cotton long
johns, for the most part, so in business terms, there’s a big opportunity
there. As for shared conservation beliefs, well, we, the outdoor industry,
might just learn a thing or two from the “other” side.
In the hunting world, both the Rocky Mountain Elk Foundation
(RMEF) and Ducks Unlimited (DU) lead the lobbying way, fi ghting
mostly for the bullet end of the hook-and-bullet cause. Take a look
at RMEF’s mission statement, for example: “To ensure the future of
elk, other wildlife and their habitat,” through “conserving, restoring
and enhancing natural habitats; promoting the sound management
of wild, free-ranging elk, which may be hunted or otherwise enjoyed;
fostering cooperation among federal, state and private organizations
and individuals in wildlife management and habitat conservation;
and educating members and the public about habitat conservation,
the value of hunting, hunting ethics and wildlife management.”
Hmm. Most of this rhetoric sounds pretty familiar.
Then there’s DU. “Ducks Unlimited conserves, restores and
manages wetlands and associated habitats for North America’s
waterfowl. These habitats also benefit other wildlife and people.”
These guys helped convince our oft-labeled environmentally insensitive
administration to place 1.2 million acres of “some of the country’s most
environmentally sensitive lands” in the Conservation Reserve Program,
“a USDA program established in the 1985 Farm Bill that offers a peracre
rental payment for retiring previously farmed, marginal lands under
10 to 15 year contracts,” according to the DU website.
So would teaming openly with DU and RMEF be so bad? After all,
we, the outdoor industry, would get access to hundreds of thousands
of impassioned conservationists with all the lobbying that entails.
And we can’t deny the fact that the hunting crowd is a bit more in
tune with the current political power base (keep your friends close,
but keep your enemies closer).
All this is not to say that the hook-and-bullet crowd is somehow
more conservationist than we are. It’s to say that by including them,
by embracing our shared goals and different tactics, we might all
benefi t. It’s no real secret that many outdoor companies do, indeed,
sell to the hunting market. What I’m suggesting is an industry-wide
initiative, a realignment of our perceptions.
In terms of New Year’s resolutions – getting away from
“extreme” marketing, educating not browbeating and getting over
our insufferable superiority complex – looking to the hook-and-bullet
world presents nearly unlimited potential. That market is just as
passionate as we are about their gear (ever heard two hunters go at
it over which camoufl age pattern is better, Real Tree or Mossy Oak?),
but they simply are not being presented with the same technical
product. This offers fertile ground for us to provide “technical”
education, and their land stewardship programs offer something in
return. And by actually joining together, we might fi nd we have far
more in common than we think right now.
Alternatively, we can stay our present course and continue such
cool innovations as fashion shows at Winter Market (“we’re too
sexy for our gear”), extrapolating and extracting “lifestyle” from all
that we do. Think of it this way: if you were lost in the wilderness
and needed a companion to help you survive, would you choose a
functional-yet-fashionably dressed climber or a hunter? I’ll take a full
stomach to a good-looking corpse anytime. IO
GORP IO|37
IO Issue14.indd 37
1/10/2005 4:37:40 PM

Continued from page 16
As added incentive inside his store, Wheeler says he works hard to
create an environment of good will and accommodate employee requests
whenever he can, whether they want to go to Ecuador for three months
or need help buying a hang glider.
Although funding for spiff programs by and large appears to be
supported by sales and marketing budgets, there is some perception from
retailers that vendors could be building the cost of doing a spiff program
into the price of the goods. The offshoot to that could be that retailers
not participating in a cash-incentive spiff program, but still carrying the
spiffed item in their inventory, could be helping the vendor absorb the
cost of running the program. Moreover, retail customers who purchase
the item also could unwittingly be supporting or funding the spiff.
Customer First
Regardless of whether your specialty store supports spiffs or is deadset
against them, the primary concern should always be with matching
product to a customer’s needs. If your store is running a vendorsponsored
sales contest, and the reward is free merchandise to the top
seller, what is stopping sales clerks from pushing the spiff item ahead of
another suitable brand? Is this even an ethical dilemma?
“If a consumer comes in and has a specific vendor and jacket on the
brain, we would never get in the way of that,” asserts Wheeler. “But if
you’re open to suggestions, we’re going to move you around.”
Where the clerk takes the customer would be based on need, fit,
price and the salesperson’s own favorite choices.
“Do spiff programs impact that? No question,” says Wheeler. “I
think managers have to really monitor that. If they see that we’re ethically
short-circuiting what we want to do as a store, then we have to pull the
program or end it early.”
But when monitored carefully, Wheeler believes spiff programs can
be run without negatively impacting the customer, even if sales personnel
are vying for a ski vacation. Rock Creek has participated in vacation sales
contests in the past, even having a winning salesperson sell as much as
$40,000 worth of product.
“I don’t think you can hide behind it,” concedes Wheeler. “You sold
that product because you took a guy who was making $6 or $7 per hour
on the sales floor and you gave him the extra incentive to close sales that
could have festered for two or three months. But I don’t think you’re
jamming product down people’s throats like a car salesman.
“You may have a customer and perhaps today is not exactly the day
he intended to purchase the product, but your salesman is rising up and
doing the job that perhaps he should be doing anyway in closing the sale
because he has added motivation.”
For retailers like Gottlieb, a vacation prize would never be
entertained.
“If you believe in customer service,” says Gottlieb, “meaning
that you actually serve the customer as opposed to just smiling at the
customer, joking well and putting things in a nice bag and helping them
carry it to the car, you actually believe that service means something
other than those little peripherals, and I don’t think you would find
that very ethical.”
Specialty, of course, is built on repeat business and loyal customers. If
loyalty is rewarded with retail honesty, then customer relationships aren’t
likely to be breeched. And, as ROI’s Matz points out, a person who
purchased a pair of boots from your store really isn’t your customer until
she returns to the store to tell you how happy she is with her purchase or
to buy something new.
“You can sell it,” he says, “but that doesn’t make them your
customer.” IO
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ASF Group 24
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Durapeg 32
IFAI 17
Kelty 14
Kombi 31
Lansky Sharpeners 25
NBS 15
Polarguard 5
Sevylor 39
St. Moritz 23
Sunbelt USA 21
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Swarovski
Back cover
Synchronics (CounterPoint) 16
Tallysoft 33
Wingnut 35
Worldwide 29
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IO Issue14.indd 38
1/10/2005 4:37:41 PM

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IO Issue14.indd 39
1/10/2005 4:38:11 PM

Swarovski,
Best In Nature, Best For Life.
The endangered Black Rhino
Project in Namibia.
Supported Maasai school children in
Northern Tanzania
Villagers engaged in Land Use
Mapping Project – Tanzania.
Mankind is the only species that can fundamentally alter the environment of this planet we share with all
creatures great and small. We can do this for better or worse, but we cannot escape our responsibility.
We, at Swarovski Optik worldwide, have
chosen to protect wildlife habitat by giving
back to Nature a portion of the profits
we derive from the manufacture and sale of
our premium optics. Along with Safari Club
International and other generous donors, we
are sponsoring "The People and Predators
Project" for the protection of Lion habitat
in Northern Tanzania in concert with local
human communities.
We are also supporting many other conservation
projects in the US and around
the world for the protection of wildlife,
habitat and the space we share. For a
brochure and information on how you
can help, call 800-426-3089 or visit
www.swarovskioptik.com
Swarovski Optik North America, Ltd. • 2 Slater Road • Cranston, RI 02920
IO Issue14.indd 40
1/10/2005 4:38:14 PM