Surviving the Times

How outdoor retailers are meeting the challenge

By Daphne Garland-McLean -- Casual Living, 7/1/2009 12:00:00 AM

The economy seems to be at the forefront for consumers and retailers alike. For retailers, these challenging environments are providing room for improvement or simply time to rethink strategies regarding merchandising and survival. In our exclusive Surviving the Times Retailer Survey, outdoor retailers reveal their creativity and commitment to this industry.

To attract and keep existing customers, outdoor retailers are expanding offerings. Aside from core products — outdoor furniture, hearth and grill products — many are offering products such as indoor home furniture, accessories, window treatments and pool and spa chemicals.

In addition, outdoor retailers are providing excellent customer service and utilizing more experienced sales staff. According to one retailer, "We'll continue our commitment to demonstrate the highest level of customer service. It's what gives us such a high rate of repeat and referral business." Still, other outdoor retailers are using networking skills to build their contact lists and customer base. They are getting out into the community and even helping with school fundraisers. In fact, many outdoor specialists are providing cooking classes, grilling demonstrations as well as wine tastings. Some retailers are holding seminars on outdoor entertaining and others are going to the customers' home to help design their outdoor space.

Traditional marketing strategies such as advertising in newspapers, radio and television continue to help outdoor retailers, although strategies are changing a bit. For example, some retailers are advertising less in print and more online; and, instead of just direct mail, several retailers are now using targeted direct mail. Also, in lieu of traditional snail mail, some retailers are now sending e-mail messages with coupons and extra discounts attached. For those who are web-savvy, they are boosting their Web sites and are even beginning to offer online sales.

Reaching and Serving Customers
% of retailers likely to

Sourcing
% of retailers likely to increase

% of retailers likely to decrease

Inventory
% of retailers likely to

Purchasing for 2010
Retailers will do the majority of purchasing in...

The Green Factor

Green products are carried by more than two-fifths of casual retailers. Among those retailers who carried green in 2008, a median of 5% of total revenues came from green products. And, though 2009 may continue to be economically challenging, responding retailers are optimistic that green revenues will double this year to reach a median of 10% of total revenues. Still, there are many factors that would encourage outdoor retailers to carry even more green. Among the top three are requests from customers (61%), good designs and styles (49%) and lower prices (41%).

41% of outdoor retailers currently carry green or eco-friendly outdoor furniture products

Green Revenues

What would encourage outdoor retailers to carry green?

Going online

Eight out of 10 stores answering this survey have a Web site. And, one-quarter of stores who have one offer online ordering for customers. In 2008, online sales represented 10% or less of total revenues for three-fourths of respondents; online sales comprised 20% or more for another fifth of stores. 2009 online sales are expected to account for 20% or more for two-fifths of respondents, which will double last year's growth if the projections hold.

For casual retailers who currently do not have a Web site, 44% expect to have a Web site by the end of this year and another 22% have plans to get a Web site up and running sometime in 2010.

Reasons retailers currently do not have a Web site