Inside Outdoor Winter 2018

For many, retail has become an either-or situation. Sales are counted as either “online” or “in-store,” either digital or physical. Others understand that the two channels often are intertwined, and strategies that bring the two forces together are ultimately the strongest. Count rugged men’s lifestyle clothing brand Dakota Grizzly in with the latter. The company re- cently announced a new R.S.V.P. Program by which it provides its physical dealer base with com- missions for online sales. You read that right. For every online sale shipped in North America, qualifying retailers will get an an- nual check disbursement from the online sales made. This January, Dakota Grizzly began sending out its first checks. The program actually started back in September of last year, but Dakota Grizzly didn’t want to announce the R.S.V.P. program until the money started hitting mailboxes. The impetus behind the program was to bring retail and dealer partners along as Dakota Grizzly increased its commitment to an online pres- ence, explained Dakota Grizzly co-owner Rob Rosenblum. In what could be the first program of its kind within outdoor and sporting goods, R.S.V.P. let’s dealers know they are in a part- nership where it matters most, sharing profits. “Our mission is to grow businesses together and make long-lasting partnerships in this era of online sales,” explained Joel Anderson, Dakota Grizzly vice president of sales. “We are seeking to inclusively problem solve with our retail partners versus ‘either-or’ scenarios. We are not competing – we are sharing in mutual growth. It’s all about supporting one another and working together.” Enclosed in the envelopes sent to Dakota Grizzly’s dealer partners, along with their checks for their share of www.dakotagriz- zly.com’ s online North American sales for 2017, is a letter that ex- plains the R.S.V.P. program: “It’s what we promise from us to you. Respect … for the retail heritage you have built in your community. Support … for your commitment to the Dakota Grizzly brand by offering outstanding cus- tomer service, professional sales staff and innovative merchandis- ing support. Valued … as the most important link to the Dakota Grizzly customer. Partnership … for the future as our customer discovers the Dakota Grizzly story of Midwest Makers tradition and craftsmanship in your store and online,” reads the letter. As a further way to thank its retail partners, attending deal- ers at Outdoor Retailer can stop by the Dakota Grizzly booth to enter a drawing for a custom corn hole board with bags for their retail store. As a heritage brand from St. Louis, Dakota Grizzly is part of an innovative collective of creators, makers and explorers known as the Midwest Makers. To celebrate this craftsmanship, they had a local woodworker from the col- lective make a custom-crafted wood mosaic corn hole board. Once again, Dakota Grizzly shows how it’s often smaller, nimbler brands that find innova- tive ways to navigate the disrup- tions making waves in the retail industry while still remaining loyal to their specialty roots. Dakota Grizzly Launches Dealer, Online Collaboration BACK OFFICE “Our mission is to grow businesses together and make long-lasting partnerships in this era of online sales.” Inside Outdoor | Winter 2018 14