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Inside Outdoor | SUMMER 2021 6 ‘EXPERIENTIAL RETAIL’ IS SPECIALTY RETAIL With the recent acceleration toward e-commerce, the ongoing encroach- ment of DTC and the ever-present shadow of Amazon still looming, there’s been lots of talk about what’s in store for in-store shopping. How do stores re- main relevant as the shift in market share toward digital channels speeds up? Most analysts and commentators tend to agree that brick-and-mortar shop- ping, in order to compete with the convenience and endless aisles of online and mobile shopping, will increasingly move toward “experiential retail.” In the broadest terms, the everyday in-store experience, they surmise, must offer consumers something they cannot get from a digital experience alone. Stores will need to become increasingly interactive and entertaining, more personal- ized and more social. Looking specifically at the goals, objectives and strategies used for experi- ential retail, one can see that leading and successful specialty shops and small chains have been practicing “experiential retail” for as long as there’s been outdoor specialty. And many are quite good at it, even by today’s terms. Granted, most mom-and-pop shops don’t have access to digital video screens and VR setups, but beyond the high-tech elements of experiential re- tail, outdoor specialty retail has always been about offering value beyond a low price. Whether it’s through trail maps on the wall, pine smells by the counter, natural fixtures, staff knowledge on recreation in the area, the feel of down or the rainbow glow of climbing rope colors, most successful outdoor specialty stores are inherently an immersive, tactile, emotional and even aspirational experience. They are places where customers go to be around like-minded en- thusiasts and talk about like-minded things. Case studies on experiential retail, meanwhile, often show examples of stores that host local artisans and authors or hold classes or product consultations. Maybe they’ll provide some social space or a lounge area and customer events outside of store hours. For decades, trade magazines similar to this one have published countless profiles of outdoor specialty stores that offer customers all manner of book signings, guest speakers and mountain movie showings; classes on how to pack a backpack or fit a boot; demo days, social clubs and outings; alternative or enhanced attached services; product customization and advice; and a place where everyone knows your name. These and other elements of experiential retail often have been check-box items in the business models of legacy and leading outdoor specialty retailers. So while the concept of experiential retail and the surrounding technology may be new, for outdoor specialty stores, as well as plenty other mom-and-pop brick-and-mortar shops out there, some of the disruption currently taking place across retail just might play to their hands. Here’s to changing times. From the Editor Martin Vilaboy Editor-in-Chief martin@bekabusinessmedia.com Bruce Christian Contributing Editor bruce@bekabusinessmedia.com Brady Hicks Contributing Editor brady@bekabusinessmedia.com Percy Zamora Art Director percy@bekabusinessmedia.com Rob Schubel Digital Manager rob@bekabusinessmedia.com Jen Vilaboy Ad Production Director jen@bekabusinessmedia.com Berge Kaprelian Group Publisher berge@bekabusinessmedia.com Anthony Graffeo Publisher anthony@bekabusinessmedia.com Nazal Parvin Associate Publisher nazal@bekabusinessmedia.com Beka Business Media Berge Kaprelian President and CEO Jim Bankes Business Accounting Corporate Headquarters 10115 E Bell Road, Suite 107 - #517 Scottsdale, Arizona 85260 Voice: 480.503.0770 Email: berge@bekabusinessmedia.com © 2021 Beka Business Media, All rights reserved. Reproduction in whole or in any form or medium without express written permission of Beka Business Media, is prohibited. Inside Outdoor and the Inside Outdoor logo are trademarks of Beka Business Media