Inside Outdoor Spring 2015

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DataPoints
REP MOV ES AN D NEWS
REP MOVES AN D N EWS
Data Points
EMV Goal Posts
Despite the apparent complexities of compliance,
U.S. retail CIOs surveyed by Forrester Research are
generally confident about their rollouts of EMV (chip
and PIN) capabilities, with 66% expressing confi-
dence about meeting the October 2015 deadline.
Just about 5 percent said EMV plans have not been
established whatsoever.
Color Story
Marketers have lots to consider when creating ad creative, but
they best not overlook the importance of one seemingly simple thing:
background color. According to a thorough analysis by Rocket Fuel,
“B nd color has a significant impact on ad performance across
ev all, ads with red backgrounds had 31%
higher conversion rates when compared to ads with other background
colors, the highest lift among background colors. Other solid perform-
ers include orange and yellow.
Loyalty in the Cards
The number of loyalty cards is up this year, ac-
cording to surveys by Brand Loyalty, but the num-
ber of active cards has dipped slightly. This seems
to suggest that customers jump on a program to
gain an immediate benefit (or because they don’t
want to say no to an associate) but only find pro-
grams compelling enough to continue using them
about half the time.
Set Up Camp
Despite lackluster growth in participation numbers and a general
sentiment that camping is not cool among younger demographics,
sales of camping gear have been rather robust the past few summers.
In the months from May to September, sales of camping gear have
grown year-over-year since 2012, often in the double digits, accord-
ing to figures from OIA’s VantagePoint. Among those months, the
greatest growth since 2012 seems to be happening in August, which
saw double-digit jumps in both 2013 (23.1%) and 2014 (10.6%).
Top IT Priorities for Retailers in 2015
Source: Bost n Retail Partners
Regarding the rollout of EMV (chip and
PIN) capabilities, what are your plans
to meet the October 2015 mandate
for liability shift?
Source: Forrester Research
Retailers Top Challenges for 2015
Source: Rocket F el
31% 28% 14%
-1% -8% -16% -22%
We’re already ready
We’ve started this project
and will be in pilot or partial
rollout by October 2015
We haven’t yet started this
project but will be ready by
October 2015
We will deploy in our
next POS refresh cycle
Payment security
Improving customer service
Implementing single commerce solution
Empowering associates
Securing customer data
Unified commerce platform
Real-time retail
Customer-facing
technology in the store
Mobile point of sale
3%
66%
20%
63%
44%
26%
44%
34%
24%
6%
48 Percentage of retailers that said employee
access to Wi-Fi has had a positive impact
on customer loyalty and sales, with
an average increase of sales at 3.4%,
according to IHL Group surveys.
Top IT Priorities for Retailers in 2015
Regarding the rollout of EMV (chip and
PIN) capabilities, what are your plans
to meet the October 2015 mandate
for liability shift?
Source: Forrester Research
Background Color Performance
Phases of Journey Toward Unified Commerce Pl
Source: Rocket Fuel
Source: Bos on R , NRF
recreation, or leisure activities
Running errands or shopping
Traveling to and from
work or school
Traveling to and from public
transportation
Escorting children to and
from school or daycare
Other type of transportation
bicycling
70%
63%
46%
32%
19%
24%
pleForBikes
0 10 20 30 40 50 60 70 80
31% 28% 24% 14% 14% 13%
-1% -8% -16% -22% -23%
We’re already ready
We’ve started this project
and will be in pilot or partial
rollout by October 2015
We haven’t yet started this
project but will be ready by
October 2015
We will deploy in our
next POS refresh cycle
Payment security
Unified commerce platform
Real-time retail
Customer-facing
technology in the store
3%
66%
20%
63%
44%
44%
34%
6%
Exploration
C nsideration
Strategy
Execut
13%
23%
36%
13%
Monitoring Single
Platform Trend
and Gathering
Informati n for
Education
Actively
Discussing
Viability of a
Single Platform
Aproach, but no
Formal Plan or
Budget in Place
Creating a
Formal Plan,
Developing
Business Case,
and Seeking
Budget
Imple
a Strat
Busine
Techni
Manag
Key Initiatives Addressed by a Unified Commerc
Source: Boston Retail Group, NRF
Percent of Re
Benefits Deri
0%
5%
10%
15%
20%
25%
30%
25%
24%
19%
Quickly
Respond to
Consumer
Demands
% of respondents
% anticipatinggnificant benefit
Increase
Associate
Productivity
Support
O ni-channel
Strategy
R
P
R
30%
40%
50%
60%
•
•
•
•
Camping Gear Sales and Growth by Month ($Millions)
2012 2013 YoY % Ch. 2014 YoY %Ch.
May $127.9 $129.9 1.6% $143.7 +10.97%
June $166.2 $178.3 7.3% $194.7 +9.2%
July $122.5 $138.4 12.9% $152.6 +10.3%
August $111.9 $137.8 23.1% $152.6 +10.6%
September $109.1 $112.4 3.0% $122.0 +8.6%
Source: OIA VantagePoint
Number of Loyalty Cards Held and Used
2014 2015
Cards in wallet 10.9 13.3
Cards considered active 7.8 6.7
Source: Brand Loyalty
Inside Outdoor | Spring 2015 10