Outdoor Retailer - January 2021 - 18

THE PULSE
orders-and social media is a key part of your
customer capture. The pandemic taught consumers that buying online isn't just easier; it's
often safer too. With mobile sales projected
to comprise over half of e-commerce sales in
2021, dial in the digital experience. Not sure
where to start? Stock your Instagram shop
with several seasonal highlights. Brief all
customer-facing team members on communication style. Acknowledge that we all have
potential for growth.

Citizen Consumers

From BLM marches to increased use of public lands, the events of
2020 created permanent changes in buying habits and attitudes
toward consumption. Here's how to speak to your customers
in this brave new post-COVID-19 world. by Dani Reyes-Acosta
LASTYEAR CHANGED MOSTOFWHATWE KNOW
about business: Our world went from hoarding toilet paper to mountain bike tubes and
splitboard bindings, even while a pandemic
raged and BLM marches took over city streets.
Consumers grew up in 2020- becoming citizens. E-commerce sales spiked just as voter
turnout set record highs. As retailers, brands,
and marketers look forward to a post-pandemic world, we have to acknowledge that
many of the trends we saw emerge won't disappear as the year unfolds.
Get ahead of the curve for 2021. Explore
what communication and digital transformation means when consumers are also citizens.
Below, are a few ways to reexamine messaging and COVID-19 adaptations within your
content strategy.
COMMUNICATE LIKE A HUMAN: USE
EMPATHY
2020 was a tough year for us all (and some
much more so than others). Anxiety often
accompanied uncertainty, and many of us
turned to social media and the internet
for real human connection when we were

18 OUTDOOR RETAILER

/ January 2021

ordered to stay home.
More than ever, empathetic communication builds trust and engagement via authenticity and transparency. Just like the steps
of empathetic listening (mimic content, rephrase content, reflect emotion, and restate
emotion), this type of communication hinges
on tone as much as message.
First, make sure you communicate early,
often, and consistently with customers and
employees. Prioritize customer experience.
For people working remotely or stuck at
home, communication is a lifeline to the real
world. Shopping online and customer service
calls don't just represent a time for people to
get things done; customer interactions define
impressions your shop leaves.
Beyond the web and phone calls, meet
customers where they are. That could mean
supporting and co-promoting virtual events
from brands that inform, educate, or inspire
customers (like Weston Backcountry's Slay At
Home speaker series).
Finally, if you're not on social media yet,
get there. According to Shopify Pro, nearly $1
in every $5 spent this year came from online

GET CREATIVE
It's said that hindsight might always be 20/20,
but I'd challenge that notion. Instead, 2020
gave us foresight of what's to come and where
we're going as an industry. It's time we remember our roots: We all love to get outside and
have real conversations. If we take this notion
to heart and live by our values, 2021 may just
be an amazing year.
Bring it: Let's see what you've got. O.R.

Advantus Media Inc.

MARKETING

SHOW OFF YOUR COMMUNITYVALUES
2020 also showed us just how important a
role community plays in all our lives. In the
best and worst of times, community-however we define it-gives us a safe space to be ourselves. In 2021, customers don't just want you
to have community or inclusivity as part of
your core values list; they expect you to show
up with action.
Deloitte Insights tells us, " Organizations
that know why they exist and who they're built
to serve may be uniquely positioned to navigate unprecedented change. "
For retailers with highly specialized or
technical offerings, this might feel like a challenge, given the mandate to make inclusivity
a part of your core values. SKU proliferation
might not be the only solution for organizations looking to chart a way forward. The
Scarpa Stands for Guiding Growth Athlete
Mentorship Initiative, for example, does a
great job of making the brand's specific product offerings accessible.
Become a culture leader; create partnerships; and support initiatives that align with
your values. Then show up, consistently, to
demonstrate your commitment.

Outdoor Retailer - January 2021

Table of Contents for the Digital Edition of Outdoor Retailer - January 2021