Tips to Tails: Staying Ahead in Outdoor Retail Direct to Consumer

Patrick GibbonsPublished: Updated:

SNA

While establishing an e-commerce presence has become the standard for outdoor retail companies, the rapidly changing and fast growing landscape necessitates a system that can fluidly grow and meet quickly changing needs.

SCARPA NA partners with HotWax Systems to build direct-to-consumer online channels.

SCARPA is one of the most recognizable names in the climbing, mountaineering, and skiing world. Founded in 1938 in northern Italy, SCARPA’s brand epitomizes the quality and innovation demanded by top athletes and discerning sports enthusiasts.

In 2005, SCARPA North America opened its headquarters in Boulder, Colorado. The company handles North American distribution and contributes to product development with an eye toward the preferences of the North American market.

In 2009, SCARPA NA partnered with HotWax Systems to build a digital commerce system. The site launched a few months later and has continued to evolve, adding dealer feeds, foreign currency support, multiple storefronts for additional brands, a mobile-friendly design, and customized product information and content management.

A strong online presence is critical to e-commerce success.

E-commerce sales continues to grow year-over-year and new technologies are shifting how and where consumers are making purchases. To keep up with the changing landscape, brand manufacturers are building direct-to-consumer online channels. These channels make sense for a number of reasons. New revenue streams and higher margins are obvious benefits, but a strong online presence also brings the brand closer to customers, and more effectively promotes values and their products.

In parallel with the selling directly to consumers, brands recognize the importance of Pro and Employee purchase programs as a way to get their products into the hands of top sales influencers. While there are third party organizations that can facilitate this, having a single solution that integrates inventory information, product data, and fulfillment simplifies management of the programs.

SCARPA NA not only runs its traditional PRO and EP purchase programs through its e-commerce solution, but has also partnered with specialized organizations such as the National Ski Patrol to offer specialized purchase programs for members. While  the original purpose of the e-commerce project was to establish a direct-to-consumer channel and Pro/EP programs, SCARPA NA has leveraged its investment to drive additional growth.

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Outdoor retailers and mobile commerce.

The growth of mobile-commerce is also of particular interest to Outdoor Retail companies because their customers are more likely to be on a mountain, in a river, or on the road than sitting at a computer. In 2014 SCARPA NA added mobile-friendly functionality to its site to better accommodate users. With m-commerce projected to continue to grow for the foreseeable future, it is imperative that companies leverage sites that are flexible enough to adapt to the growing number and varying sizes of mobile devices.

Conclusion

While establishing an e-commerce presence has become the standard for outdoor retail companies, the rapidly changing and fast growing landscape necessitates a system that can fluidly grow and meet quickly changing needs.

HotWax Systems delivers software solutions that connect brand manufacturers directly with their consumers. An e-commerce system from HotWax Media makes it as easy to sell and fulfill products as it is for customers to make online purchases. Our digital commerce solutions manage the entire order lifecycle, from sales and merchandising to inventory and fulfillment, in one affordable system, delivering a compelling user experience for both sellers and customers. To learn how HotWax Systems can help you optimize your online business, contact us today.

Patrick Gibbons About Patrick Gibbons
Patrick Gibbons is VP of Client Experience at HotWax Systems. With nearly a decade of experience working with OFBiz, has a deep understanding of E-commerce, ERP, and warehouse management. Patrick has helped numerous clients worldwide implement OFBiz, improve business processes, and increase profit while decreasing customer and employee frustration.

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