Inside Outdoor Summer 2017

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Numbers Worth Noting
DATA POINTS
By Martin Vilaboy
Artificially Sweet
There’s a coming convergence of artificial intelligence with traditional
customer service, according to a BRP survey of 500 executives at retail-
ers in North America. Almost half (45%) of retailers plan to utilize artificial
intelligence for customer service within three years, with a focus on spe-
cialty retail. Virtual reality is not far behind, with more than a third (34%)
of retailers planning to implement it within the next three years, and
augmented reality is right behind that, at 33%. Already, 14% of retailers
say they have implemented both AI (digital assistants, chatbots, etc.) and
augmented reality and 8% have implemented virtual reality.
40
Percentage of all “surf inspired brand”
spend that happens online versus the
60 percent at brick-and-mortar stores,
according to Surf Industry Manufacturers
Association. Overall, about 10% of U.S.
retail sales go through online channels.
Todd Glaser courtesy Patagonia
An Opening in Closings
Amazon may be opening doors, but retail store closings are expected
to hit a 20-year high in 2017. No, it’s not a sign of the end. As Neil Blu-
menthal, Co-CEO for Warby Parker, stated, “I don’t think retail is dead.
Mediocre retail experiences are dead.”
Figure 2. The critical point were carbon dioxide (CO2) becomes supercritical
is at 88F/31C and 1,071 pounds per square inch/7.39 MPa (Image: Creative
Commons CCO 1.0 Ben Finney, Mark Jacobs, 2010)
47%
14.3%
6.7%
2017
Active Memberships
r American consumer
he number of programs
(47%).
1
200 250 300 350 400
temperature
T (K)
Triple point
8,000
7,000
6,000
5,000
4,000
3,000
2,000
1,000
0
19951996199719981999200020012002200320042005200620072008200920102011201220132014201520162017E
Retail Unit Closings, USA, 1995-2017 YTD
Source: Credit Suisse
Fill types in primary sleeping
bags used on the AT in 2016
Unit Closings
Average
Treated, water
repellent down
33%
Natural
down
41%
Synthetic fill
25%
Hybrid down/synthetic
1%
Half Empty or Half Full?
Call it a correction after record-high years,
or maybe the activity has passed a near-term
peak, but the number of half-marathon finish-
ers in the U.S. was down for the second year
in a row, according to figures from Running
USA. Incidentally, women accounted for 61
percent of finishers in 2016, up from 55 per-
cent in 2007.
Top Priorities in Customer Service
Optimize the customer experience 55%
Increase customer loyalty 50%
Improve mobile shopping experience 45%
Create a seamless experience across channels 42%
Enhance personalized service, sales assistance 32%
Provide personalized promotions, recommendations and offerings 24%
Source: BRP
Estimated U.S. Half Marathon Finishers
2016 1,900,000
2015 1,986,600
2014 2,046,600
2013 1,960,000
2012 1,850,000
2011 1,610,000
2010 1,385,000
2009 1,113,000
2008 900,000
2007 796,000
Source: Running USA
Inside Outdoor | SUMMER 2017 8