Inside Outdoor Summer 2017

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DATA POINT
Happy Campers
It’s possible that as much as 15 percent of the camping customers
that walk into your store are new to the activity, show findings from KOA.
That would seem to emphasize the importance of ensuring positive initial
experiences in order to build long-term participants.
The Guest Wi-Fi
Achievement Gap
Guest Wi-Fi is considered by
some as the lynchpin to unified,
cross-channel commerce, but de-
spite the fact that more than 63%
of retailers currently offer in-store
guest Wi-Fi, most of them aren’t
using it strategically or to its poten-
tial, say researchers at Retail Touch-
points and Cloud4WiFi.
Fill Spotting on the AT
Natural down insulation dominates
sleeping bags found in the packs of thru
hikers on the Appalachian Trail, show findings
from , and treated down, despite
only a handful of years on the market,
has made rather solid gains into this niche
of core users.
Prim
Source: K
I wo
a st
(e.g.
Source:
Strongl
Poorly designed mobile features
Slow r spo ding o line chat for
sales or customer service issues
Poor features/responsiveness
on social media
Customer service only available
via phone or in-person
Strongl
Previous Experience of Surveyed Campers
Source: KOA
Which of the following would most likely make
you stop using a product, service, or brand?
(Please select up to three)
Source: KOA
Total
U.S.
Canada
2015 28% 58% 9% 5%
30% 54% 11% 5%
28% 59% 8% 5%
30% 53% 11% 5%
31% 55% 10% 4%
31% 54% 11% 5%
2016
2015
2016
2015
2016
I am a lifelong camper
I have camped off and on throughout the years
I only started camping the past few years
I am new to camping and camped for the first time
23%
16%
20%
17%
21%
9%
12%
10%
Gen Y (23-37) Gen Z (16-22)
New to camping
in 2015
New to camping
in 2016
arly every step of
nd Finishing Industry,
the pre-treatment
tical
eative
Poorly designed mobile features
Slow responding online chat for
sales or customer service issues
Poor features/responsiveness
on social media
Customer service only available
via phone or in-person
Source: KOA
Which of the following would most likely make
you stop using a product, service, or brand?
(Please select up to three)
Source: KOA
Canada
ixed inks
ter
ixed chemicals
ste heat
400
2014201520162017E
YTD
30% 53% 11% 5%
31% 55% 10% 4%
31% 54% 11% 5%
2016
2015
2016
I am a lifelong camper
I have camped off and on throughout the years
I only started camping the past few years
I am new to camping and camped for the first time
23
16%
20%
17%
21%
9%
12%
10%
Gen Y (23-37) Gen Z (16-22)
Percent of Wi-Fi-Enabled Retailers Offering Specified Functionality
Source: Retail Touchpoints; Cloud4WiFi
Manage branded Wi-Fi welcome portal across all stores
Promote special in store deals
Increase our email list
Increase adoption and retention of our mobile app
Alert staff when VIPs enter the store
Promote our loyalty program and provide in-store loyalty rewards
Deliver survey to customers in store or upon store exit
Track visitors’ path and dwell time in-store
Determine how many in-store visitors completed purchases
62%
10%
8%
5%
5%
3%
3%
3%
3%
SA
6.7%
2015 2016 2017
hips Total Memberships Active Memberships
erage number of rogram memberships p r American consumer
om under 11 to more than 14. Meanwhile, the number of programs
tive is virtually unchanged at just under 6.7 (47%).
4,000
3,000
2,000
1,000
0
5 6 7 8 9 0
20012002200320042005200620072008200920102011201220132014201520162017E
Source: Credit Suisse
Fill types in primary sleeping
bags used on the AT in 2016
Source:
Unit Clos
!
Treated, water
repellent down
33%
Natural
down
41%
Synthetic fill
25%
Hybrid down/synthetic
1%
Inside Outdoor | SUMMER 2017 10