Issue link: https://viewer.e-digitaledition.com/i/1131148
to get online and order three or four pairs of shoes and then send them back. Even as simple and easy as the companies make it for people to return items, it is still a hassle, it still has to be done. So if the consumer wants it now and if we have the right size — and we bust our butt to keep our stock up — then the customer can get it now. Human nature is to procrastinate and that has never changed throughout history, and it is never going to change. We see a lot of consumers wait until the last minute and say 'Oh my God, I need a new pair of shoes for my trip' or 'My rooftop rack for the car needs parts.' Right now Amazon cannot process those last-minute transactions quickly enough." Which products draw people into the store as opposed to them going online to buy them? "Nobody else in town carries rooftop car racks. It's a niche we've carved out. People wait until the last week or day to deal with buying them. And you can't rush that thing to your front door. A drone is not going to pick it up and deliver it. So us having rooftop boxes in the store and in stock all the time pays off. Our average inventory is higher than it should be, but when someone walks in and they need it now, that pays off. If you tell a customer, 'well I can order it,' hell, they can order it too. Consumers go online and their brain gets scrambled figuring out what goes on the top of their car. They get the wrong parts or don't get all the parts. They come in here and we bail them out. Packs are also something that you need to touch and feel. And footwear, of course, is very strong." Which brands do you feel are doing it "right" when it comes to your specialty business? "We are very happy with Patagonia. Their message has come on strong. Their story has resonated with the general consumer. People get it. We are doing well with Rab and they take care of us. We look for brands that every other store in town doesn't have — brands such as Luna Sandals and Bedrock Sandals. And Cotopaxi is coming on strong." What is your favorite thing about being an outdoor retailer? "We had a tech rep come through years ago when I was in college or high school and he did a clinic on sales. It was not about selling a specific brand or a product, it was just about how to sell. He told us not to look at anything as an add-on sale because that feels like someone is putting a sticky note on you. His message was to really communicate with the customer and find out what they need. Ask where they are going. Then you as a salesperson can really think through all of the things that customer will be doing and what they might need. A customer might ask for boots, but if you think through the whole trip they plan to take, then you know they need footwear, socks, waterproofing, a rain jacket, maybe a hat or layers, and 'oh by the way, this hammock would be great for the campsite, too.' Think through what would make their trip really enjoyable. You are not just selling them boots. When a customer comes in and wants and appreciates the service you are giving them, that is fun to me." l Grassroots Perspectives is an editorial series in Outdoor Insight where we share Grassroots Outdoor Alliance retail members' stories, challenges and inspirations. I still believe in customer service. That is the one thing we still have that a lot of stores don't have. June 2019 • Outdoor Insight • 53 outdoorinsightmag.com